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College students consumer decision-making and its influencing factors

Author: SunMingZuo
Tutor: YuJiaYuan
School: Nanjing Normal University
Course: Applied Psychology
Keywords: Decision strategy The quality of decision making Perceived risk Cognitive needs Purchase decision involve
CLC: B849
Type: Master's thesis
Year: 2005
Downloads: 1753
Quote: 15
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Abstract


The main purpose of this study is to explore various demographic variables on purchase decision - making involved in the perception of the risk and impact of product familiarity , to provide a reference for market segmentation and the development of effective marketing strategies ; trying to study psychological processes purchase task characteristics , consumer by personality characteristics , purchase decision-making involved in the perception of risk and commodity familiarity of the consumer decision-making , decision-making strategies and decision-making quality . The study used information board presents a combination of technology and scale of Jiangsu Province, Nanjing Normal University (undergraduate and graduate Ministry ) , Ken College in Nanjing and Taizhou Teachers College 207 students from three universities in consumer decision-making and its impact Empirical research . The study found that the task characteristic variables (including the number of commodities rendered ) , the personality characteristics of the consumers and product familiarity , purchase decision - making involved in the perception of the level of risk of the interaction , and influence consumers to use the kind of decision-making strategies , thereby affecting the quality of decision-making . The task characteristics variable direct role in decision-making strategy , purchase decision - making involved in the perceived risk to have a significant impact on the quality of decision making task characteristics , personality traits and consumer product familiarity , purchase decision involvement and perceived risk indirect role in decision-making strategy and decision-making quality .

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