大学生人格特质对网络购物的影响研究

摘要现如今科技飞速发展，人类进入信息高速阶段，随着互联网的迅速普及，越来越多的人开始尝试在网上购买自己所需的产品。其中大学生已成为网络购物的主要消费群体。本文主要以大学生为研究对象，采用问卷调查的方法来研究人格特质与网络购物及其决策风格之间的关系。经过研究可以得出:大学生消费者决策风格主要分为产品质量、时尚流行、品牌认知、娱乐放松、决策困扰、节省型和冲动型共七个维度。并且它受到大学生性别、是否独生、家庭所在地、月生活费、网购的频率、网购的支出等因素，以及人格特质（即内外倾、精神质、神经质）的影响作用。51747

毕业论文关键字：大学生网络购物人格特质消费者决策风格

The Study on the influence of College Students' personality traits on online shopping

Abstract

Now the rapid development of science and technology, mankind has entered the information high-speed stage, with the rapid popularization of Internet, more and more people began to try to buy the products you need on the Internet. The college students has become the main consumer groups of online shopping. This paper takes college students as the research object, to study the relationship between personality traits and Internet shopping and decision-making style by using the method of questionnaire survey. The study showed that: the consumer decision-making style of college students is mainly pided into the quality of the products, fashion, brand awareness, entertainment to relax, decision problems, saving and impulsion a total of seven dimensions of. And it is the factors of the students' gender, whether only child, family location, monthly living expenses, the frequency of online shopping , online shopping spending, as well as personality traits (i.e. introversion, psychoticism, neuroticism) effect.

Key Words： college students online shopping personality Consumer decision making style

摘要 I

Abstract II

目录 III

一、引言 - 1 -

（一）人格及人格测量量表 - 1 -

（二）消费者决策风格的相关研究 - 1 -

（三）问题的提出 - 2 -

二、研究的设计 - 2 -

（一）研究的目的 - 2 -

（二）研究的设想 - 3 -

（三）研究的方法 - 3 -

三、施测过程 - 5 -

（一）消费者决策风格问卷（CSI）的修订 - 5 -

（二）正式测试 - 7 -

四、研究结果与分析 - 9 -

（一）大学生人格特质的分析 - 9 -

（二）大学生消费者决策风格问卷分析 - 10 -

（三）大学生人格特质和网络购物决策风格的关系分析 - 14 -

五、结果与讨论 - 15 -

（一）、大学生消费者决策风格问卷的总体情况 - 15 -

（二）、大学生人格特质与购物决策风格的研究结果 - 15 -

（三）、人口学资料对大学生消费决策风格的影响大学生人格特质对网络购物的影响研究:http://www.751com.cn/guanli/lunwen_55495.html