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本研究在S-O-R模型的基础上,对霍华德—谢思模式进行修正,分析了影响消费意向的个人、家庭、学校、社会和营销因素。在此基础上,以吉林大学在校学生为样本,通过问卷收集数据,采用结构方程模型研究了5种因素对大学生消费行为的影响。研究结果发现:个人因素、学校因素、社会因素和营销因素对食品消费行为的影响较大;5种因素均对交通通讯消费行为均有显著影响;个人因素、家庭因素、学校因素、营销因素对服装消费行为影响显著;社会因素和营销因素对教育消费行为影响显著;除个人因素和家庭因素外,其他3种因素对休闲娱乐消费行为影响显著;个人因素、学校因素、营销因素对恋爱消费行为影响显著。
Based on the S-O-R model, this study modifies the Howard-Schei model and analyzes the personal, family, school, social and marketing factors that influence consumer intentions. Based on this, taking the students in Jilin University as a sample, we collect the data through questionnaire and use the structural equation model to study the influence of five factors on college students’ consumption behavior. The results show that personal factors, school factors, social factors and marketing factors have a great influence on food consumption behavior. All five factors have significant influence on the traffic and communication consumer behavior. Individual factors, family factors, school factors and marketing factors The influence of social factors and marketing factors on consumer behavior was significant. Apart from personal factors and family factors, the other three factors had a significant impact on leisure and entertainment consumption behavior. Personal factors, school factors and marketing factors had significant impact on consumer behavior Significant impact.