基于恩格尔模型的创意类商品消费者购买决策行为分析.doc

摘 要 随着科学技术的飞速发展和市场竞争的日趋激烈,消费者的需求日益多样化和个性化。因此,对复杂多变的消费者,对于消费者购买意愿的研究是非常重要的,将有助于企业进一步了解消费者进行消费时的购物态度、习惯、倾向等消费心理特征,从而满足消费者的需求,制定针对性的市场营销策略,提高企业的竞争力。本文的研究是对消费者购买意愿研究的补充和完善。同时研究还有助于进一步进行大学生消费者的购物心理分析,为企业制定市场营销策略提供相关的研究建议。 Fishbein模型是一个在消费者研究领域中被广泛采用的分析框架,该模型认为人们的消费行为倾向是受人们对该行为的态度和从众心理这两个主要因素的影响。本文利用该模型进行了我国大学生的礼品购买倾向调查,试图研究态度和从众心理以及文化价值观对人们的行为倾向有何影响。 关键词：大学生；消费行为；礼品；恩格尔 Abstract With the rapid development of science and technology and the increasingly fierce market competition, consumer demand is increasingly diversified and personalized. Therefore, the study of the consumers willingness to study the complexity of the consumer is very important, will help enterprises to further understand the consumer when the consumer attitudes, habits, tendencies and other consumer psychological characteristics, so as to meet the consumer The need to develop targeted marketing strategies to improve the competitiveness of enterprises. The research of this paper is to supplement and perfect the study of consumers willingness to buy. At the same time, it also helps to further analyze the psychological analysis of college students consumers and provide relevant research suggestions for the development of marketing strategies. The Fishbein model is an widely used analytical framework in the field of consumer research, which suggests that peoples consumer behavior tend to be influenced by peoples attitudes towards the behavior and the two main factors of herd mentality. This paper uses this model to carry out the survey of the purchase tendency of Chinese college students, trying to study the attitude and hermit psychology and cultural values ??on peoples behavior tend to have any effect. Keywords: college students; consumer behavior; gifts; Engel 一、研究背景及意义 （一）研究背景 随着国家经济的发展，人民物质生活水平的提高，人们的消费观念产生了极大的变化，他们不再满足于衣食住行等基本所需，消费的对象也不再仅仅是房产、汽车、医疗、教育等，人们更多的把目光投入到舒服、健康、便捷等情感因素中去。创意类商品给原本平凡无奇的小东西赋予创意与灵感，它们无论在功能或者外观上都极具个性而且价格适宜，满足了消费者对新消费观念的需求。与此同时，创意类商品也存在很多问题：首先，它们在市场上分布杂乱无章，在不起眼的街边小店或者是大