The Correlational Research Of Personality Traits And Consumers' Decision-making Styles

This study explores the personality traits and consumer decision-making styles of young consumers, and then confirms correlativity between them. The tools are the consumer decision-making style questionnaire (CSI) designed by G.B.Sproles and E.L.Knedall in 1986, and short form version of EPQ scale of China (EPQ-RSC). CSI scale measures perfectionistic, high-quality conscious; brand conscious and price equals quality; novelty and fashion conscious; recreational and hedonistic shopping consciousness; price conscious and value for money; impulsive, careless consumer; confused by over choice conscious; habitual, brand-loyal to a total of eight dimensions. EPQ-RSC scale measures the spirit, outgoing, nervous, covering to a total of four dimensions. The object of study is in the urban university students in Jinan, aged between 18-23 years old, most of which have distinctive personality traits and consumer decision-making styles.First of all, this study purifies the CSI scale with the methods of Cronbach a and factor test. And then, after testing the reliability and validity, through the Excel statistics, independent sample T test, analysis of variance, as well as we get to know that different demographic characteristics will result in different personality traits and consumer decision-making styles. Finally, with the correlation and regression analysis, we will get the specific relationship between personality traits and consumer decision-making styles.The results find that young consumers have outward and changeful personality traits, and the consumer decision-making styles are low - Perfectionistic, High-Quality - oriented; low - Brand Conscious - oriented; high - Confused by Overchoice - oriented; low - lmpulsive, Careless - oriented and so on. At the same time, there are 9 pairs of significant correlativity between personality traits and consumer decision-making styles, only "perfectionistic, high-quality conscious" and "brand conscious and price equals quality" have no significant relationship with personality dimensions. And all the four personality dimensions have significant relationship with consumer decision-making styles. In the regression analysis, only "impulsive, careless consumer" dimension loses the quality of forecasts to the spirit dimension.