作　　者： ; ; ;

机构地区： 广东外语外贸大学新闻与传播学院

出　　处： 《商业经济与管理》 2007年第2期58-62,68,共6页

摘　　要： 本文首次将CSI量表用于测量中国老年消费者的购物决策风格。探索性因子分析与验证性因子分析发现,中国老年消费者具有四种购物决策风格,即品牌意识、娱乐享乐、眼花缭乱、追求完美的品质意识。ANOVA分析进一步揭示,中国老年消费者的购物决策风格因子在人口统计特征上具有统计显著性。 The study has applied Consumer Styles Inventory （CSI） for the first time to measure the Chinese older consumers＇ decision- making styles. Four decision - making styles were detected for the Chinese older consumer through exploratory fantor analysis and confirmatory factor analysis： they are Brand Conscious/Price Equals Quality, Recreational/Hedonistic, Confused by Over- choice and Perfeetionistie/High - Quality Conscious. Factors for measuring the Chinese older consumers＇ decision - making styles are provided with statistical significance also revealed by One- way ANOVA analysis.

关 键 词： 消费者行为 老年消费者 购物决策风格

领　　域： [经济管理] [经济管理]