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为了考察大学生人格特质与网络购物决策风格的关系,以河南地区200名在校大学生为被试,采用消费者购物决策风格问卷(CSI)和艾森克人格问卷简式量表中国版(EPQ-RSC)进行了调查研究,结果表明:(1)大学生的性别、月支配金额、网购频率都会对网络购物决策风格产生一定的影响。(2)从总体上看,大学生人格特质内外倾、精神质和神经质对网络购物决策风格有显著的影响。(3)大学生人口背景资料和人格特质对网络购物决策风格有正向或负向的预测作用。
In order to investigate the relationship between personality traits of college students and online shopping decision-making style, 200 undergraduates in Henan Province were used as subjects, and the consumer shopping decision style questionnaire (CSI) and the Eysenck Personality Questionnaire Simplified Chinese Version (EPQ- RSC). The results show that: (1) College students’ sex, the amount of monthly payment and the frequency of online shopping all have an impact on the online shopping decision-making style. (2) On the whole, the personality traits of college students have significant influence on online shopping decision-making style, such as extraversion, spiritualism and neuroticism. (3) The population background information and personality traits of college students have a positive or negative predictive effect on the online shopping decision-making style.