大学生人格特征及决策风格与网络消费行为的关系——基于“双十一”购物行为的分析摘要自2009年中国接入互联网以来，随着技术的不断发展，网络购物已经成为了大学生使用最多的购物方式之一，目前手机网络购物用户规模已达到5.06亿，而大学生网络消费行为也成为了学者们所关注的重点。本研究随机发放了200份问卷，利用大五人格量表以及CSI量表对大学生人格特征及决策风格进行了调研，并利用SPSS19.0等统计分析软件对数据进行分析，对大学生人格特征及决策风格与网络消费行为的关系进行了研究。根据研究结果得出了以下结论：（1）性别、专业类别、入学年份、月平均可支配收入、周上网时长以及“双十一”等网络购物狂欢节消费金额占全年网购的比例等人口统计变量均与大学生人格特征、消费决策风格以及网络消费行为的不同维度显著相关；（2）大学生人格特征的五个维度均与其消费决策风格的某些维度在不同水平上显著相关；（3）大学生人格特征的五个维度均与其网络消费行为的某些维度在不同水平上显著相关。但是，仅有宜人性和责任心对其网络消费行为有预测作用；（4）除娱乐—享乐主义认知导向外，大学生消费决策风格的七个维度均与其网络消费行为的某些维度在不同水平上显著相关。其中有五个维度对网络消费行为存在预测作用，分别是：完美主义—高品质认知导向、品牌意识—价格等于质量、新颖—时尚认知导向、冲动—粗心型以及决策困扰型。本研究同时在这些结论的基础上，对大学生健康消费观念的建立提出了一些建议。关键词：大学生；人格特征；决策风格；网络消费行为ABSTRACTSinceChina'saccesstotheInternetin2009,withthecontinuousdevelopmentoftechnology,onlineshoppinghasbecomeoneofthemostusedshoppingmethodsforcollegestudents.Currently,thenumberofonlinemobileshoppingusershasreached506million,andcollegestudents’onlineshoppingbehaviorhasalsobecomethefocusofscholars’attention.Inthisstudy,200questionnaireswererandomlydistributed,andpersonalitycharacteristicsanddecisionstylesofcollegestudentswereinvestigatedusingtheBigFivePersonalityScaleandCSIscales.DatawereanalyzedusingstatisticalanalysissoftwaresuchasSPSS19.0todeterminethepersonalitycharacteristicsanddecisionstyleofcollegestudents.Andtherelationshipwithonlineconsumerbehaviorhasbeenstudied.Accordingtotheresearchresults,thefollowingconclusionsaredrawn:(1)Thedemographicvariablessuchasgender,professionalcategory,yearofschooling,averagemonthlydisposableincome,weeklyInternetusage,andthepercentageofonlineshoppingcarnivalfestivalssuchas“DoubleEleven”accountedfortheproportionofonlineshoppingforthewholeyearareallrelatedtothepersonalitycharacteristics,decisionstyle,andsomedimensionsofonlineconsumerbehavior;(2)Thefivedimensionsofcollegestudents'personalitytraitsaresignificantlycorrelatedwiththeirconsumerdecision-makingstylesatdifferentlevels.(3)Thefivedimensionsofcollegestudents'personalitytraitsaresignificantlycorrelatedwiththeironlineconsumerbehavioratdifferentlevels.However,onlyagreeablenessandconscientiousnesshaveapredictiveeffectonitsonlineconsumerbehavior;(4)Inadditiontotheentertainment-hedonisticcognitiveorientation,thesevendimensionsofcollegestudents'consumptiondecisionstylearesignificantlycorrelatedwiththeironlineconsumerbehavioratdifferentlevels.Amongthem,fivedimensionshavepredictiveeffectsononlineconsumerbehavior.Theyare:perfectionistic,high-qualityconscious;brandconscious,priceequalsquality;novelty-fashionconscious;impulsive,careless;andconfusedbyoverchoice.Atthesametime,basedontheseconclusions,thisstudyputsforwardsomesuggestionsfortheestablishmentofcollegestudents'conceptofhealthyconsumption.Keywords:collegestudents;personalitycharacteris...
