A Research On Female College Students' Clothing Consumption Decision-making Style And Correlation Study With Cognitive Style

On the basic of summarizing the researches on the Consumer's decision-making style of home and abroad, this research develop Female college students'Clothing Consumption Decision-making Style(FCCDS), in order to probe into the decision-making style of female college students'in the clothing consumption. And explore the difference in of grade, major, urban and rural areas, college region, cost of monthly consumption, and only daughter or not in the demographic variable, and the correlation between the female college students'clothing consumption decision-making style and cognitive style. Finally, according to the results, some related marketing strategies proposals are put forward.The Female college students'Clothing Consumption Decision-making Style(FCCDS) and EFT are used for this research. The participants are 439 female college students. SPSS11.5 is used for data process. With exploratory factor analysis, confirmatory factor analysis and analysis of variance, etc., the study arrives at following conclusions:1. The Female college students'Clothing Consumption Decision-making Style(FCCDS) is consist of 7 factors, namely the quality-fashion, recreation, brand-loyal, confused by overchoice, brand-price, impulsive, and economical.2. There are significant differences in grade, urban and rural areas, cost of monthly consumption, and only daughter or not of the FCCDS, and in major, college region of some factors. There are significant difference between the specialties'of science and technology and others on confused by overchoice factor, and between the parts of east and middle on recreation, brand-loyal, and impulsive factors.3. The FCCDS and EFT are not significantly correlated, in spite of some factors of the FCCDS are correlated with EFT.