The Research Of Consumer Self-concept Of College Student And The Relationship With Consumer Decision Making Style

The study of consumer self-concept is the key part of the consumer behavior, and it is an important influencing factor in consumer behavior. University students have become one major consumer group. But the research of consumer self-concept of college student is at the initial stage. Research models, research tools and other related research are still not perfect. This paper aims to the consumer self-concept model of university students and their impact factors, and the relationship between consumer self-concept of college student and consumer decision-making style.First, this paper summarized and analyzed the research of consumer self-concept, consumer decision-making style and consumer behavior of Chinese college students. On this basis, the assumptions of this article were advanced. Second, this paper investigated consumer self-concept of college student and the relationship with consumer decision-Making style as the main way of questionnaire. Furthermore, used SPSS to calculate and analyze the date. The results showed that:①Consumer self-concept of college student contained social-concept, traditional-concept, course-self and fashion-self.②It had relationship between the four consumer self-concept dimensions. It had positive correlation between social-concept and course-self, fashion-self. It had positive correlation between traditional-concept and course-self. It had positive correlation between course-self and fashion-self.③Grade, sex, family location and major were the influencing factors of consumer self-concept of college student.④I t had relationship between consumer self-concept of college student and consumption level. It had negative correlation between traditional-concept and consumption level. It had positive correlation between fashion-self and consumption level.⑤It had relationship between consumer self-concept of college student and consumer decision-making style. It had positive correlation between social-concept and Quality orientation, recreation orientation and diversification orientation. It had positive correlation between traditional-concept and price orientation. It had positive correlation between course-self and Quality orientation. It had positive correlation between fashion-self and Quality orientation, recreation orientation, confused orientation, brand-loyal orientation.This paper meets the shortfall in this area to some extent. The influencing factors of consumers self-concept of college students have been account, and advance traditional-concept. Construct the"consumers self-concept of college students scale", and it have Acceptable reliability and validity.