广东东软学院本科毕业设计（论文） 下沉市场中的消费者决策风格对网购行为的影响 The Impact of Consumer Decision Styles on Online Shopping Behaviors in the Sinking Market 内容摘要下沉市场近年来已经成为了电商行业激烈竞争的焦点，对于下沉市场中的主力消费人群来说，他们对于商品品质、品牌、口碑等因素的关注正逐渐取代以往对于价格因素的关注。所以，下沉市场的消费者隐藏着潜力巨大的购买欲望与购买力。本文采用了消费者决策风格量表对大学生网购消费者进行测量，通过探索性因子分析，提出了反映中国网络消费者购物决策风格的五因子模型，包括“质量导向”、“时尚 - 流行导向”、“价格导向”、“困惑 - 从众导向”以及“习惯 - 品牌忠诚导向”，并且对消费者所在的城市进行了统计调查，进而讨论在下沉市场中消费者决策风格，以及决策风格对网购行为的影响。关键词：消费者、决策风格、网购行为、下沉市场广东东软学院本科毕业设计（论文）AbstractThe sinking market has become the focus of fierce competition in the e-commerce industry in recent years. For the main consumer groups in the sinking market, their weight for commodities is shifting from previous price factors to factors such as quality, brand, reputation, etc. Consumers in the sinking market hide their huge purchasing desire and purchasing power.This article uses the consumer decision style scale to measure online shopping consumers, and through exploratory factor analysis, it proposes a five-factor model that reflects the Chinese online consumer shopping decision style, including "quality-oriented", "fashion-popular-oriented", " "Price-oriented", "confusion-herd-oriented" and "habit-brand loyalty-oriented", and a statistical survey of consumers' cities, and then discuss consumer decision-making style in the sinking market, and the impact of decision-making style on online shopping behavior .Keywords: consumers；decision-making style；online shopping behavior；sinking market广东东软学院本科毕业设计（论文）目 录...
