The Exploratory Study On Consumer Decision-making Styles Of The College Students-using Sample From Jiangxi Province

The study about consumers decision-making style includes two kind:one kind is Trans-culture empirical study of consumer decision-making style,the other kind is correlative study between consumer deceision-making style and other variables.Consumer decision-making style was defined as a mental orientation characterizing a consumer's approach to making choices,it has affective and cognitive characteristics.The already known study was carried on developed countries,few could be seen utilizing samples in undeveloped countries,In China,the study was conducted in Guangzhou and other urban cities.Because consumers decision-making style is relative to the ecnomic of the city and developing period.In Jiangxi province ,the students'consumers decision-making styles has own features,the result of former study is going to be verified in today's Chinese environment.This study explores the consumers decision-making style of students in Jiangxi province.Both an exploratory factor analysis and a confirmatory fator analysis are adopted to validate the CSI inventory,after testing the reliability and validity,we explores the consumers decision-making style .The result find that ,the students have eight factors.The further study find some factors have significant relationship with cognitive style。Cognitive style could predict the consumers decision-making style to some extent.The different gender in different places show different consumers decision-making style.The results of this study illustrate that consumers decision-making style is related to the economic situation,and different areas and periods show different consumers decision-making style are existent in same country.In the end of this paper ,the discussions are given to inerpret the outcomes ,and for the sake of application,the marketing strategies are given to match different consumer decision-making styles.