我国城市居民消费心理预期的结构及其影响因素研究

A Research on Urban Residents' Structure of Consumer Psychological Expectations and Its Influencing Factors

本研究采用自编<消费心理预期结构问卷》对1097名城市居民进行了研究,结果表明:1.《消费心理预期结构问卷》具有较高的信度和效度;2.消费心理预期由预测经历、信息量、价格知觉水平、信息来源与渠道,以及预测依据等5个因素构成;3.现阶段,我国城市居民消费心理预期的一般特点是预期的准确性不高,预期的理性化程度尚有待提高;4.影响消费心理预期结构的主要因素是消费者的性别、年龄、学历、职业和所在城市等变量。

1097 urban residents were measured on the Structure of Consumer Psychological Expectations Scale. The scale showed high reliability and validity. The results showed that ( 1) the structure of consumer psychological expectations was found to be related to 5 factors: forecasting experience, amount of information, level of price awareness, resource and channel of information, and basis of forecasting; (2) urban residents at present held imperfect and irrational consumer psychological expectations; (3) the main factors which affected the consumer psychological expectations structure were the consumer's gender, age, education, or occupation and locality.