商品特性对大学生消费倾向的影响研究

Research on the influence of commodity characteristics on consumption tendency of college students

作为一类特殊的消费群体,高校大学生的消费倾向具有显著的群体特征。针对在校大学生消费倾向的关键影响因素和产生原因,采用问卷调查的方法,对在校学生的消费状况进行了抽样调查,在获得有关消费倾向、消费需求等数据的基础上,运用主成分分析方法对在校学生消费倾向数据进行了聚类分析,获取大学生消费倾向的关键影响因素和产生的原因。这对于更好的定位在校大学生消费倾向的特征以及制定面向在校大学生的营销策略具有很好的理论意义及现实意义。

As a special consumer group,the consumption tendency of college students has significant group characteristics.In view of the key factors and causes of the consumption tendency,we uses the method of questionnaire survey to carry out a sample survey on the consumption situation of college students.Based on the basic data of consumption tendency and consumption demand,we obtains the key influencing factors and causes of consumption tendency of college students by the principal component analysis method.The above research work has a good theoretical and practical significance for better positioning the characteristics of college students’consumption tendency and formulating marketing strategies.