An Empirical Research On The Influencing Factors Of "after 80s" Consumer Price Sensitivity

In recent years, with "after 80s" gradually becoming the new force in each domain, this topic related social discussions and academic research are launched unceasingly due to after 80s' unique value and behavior. Their special growth environment and psychological characteristics have had the extremely tremendous influence on their consumer behavior, which allow them to form a unique consumption psychology and the consumer behavior characteristics. It's crucial for enterprises to grasp "after 80s" consumer groups so as to stand out in the fierce competition and changing policy environment.In this paper, the factors that affect consumers' price sensitivity are researched on the base of questionnaire investigation. The result is valuable to enterprises. First, theoretical research of factors that affect consumers' price sensitive is carried out on the basis of reading a large number of relative literatures. The price concept and price sensitivity concept are explained, and the hypotheses are put forward from seven angels. Next, the research object and the persons who will be investigated are choosed. The index system structure of the questionnaire and initial questionnaire are formed according to study hypotheses. Meanwhile, the questionnaire is improved and formed through little sample analyzed and the distribution of samples and also the validity and reliability of the questionnaires are analyzed. Then main infuencing factors are found by the factor analysis, regression analysis on the data that collected by the questionnaires. From biggest to smallest, they are the hedonic consumption character, involvement, utility consumption character, advertisement attitude, consumption occasion, brand sensitivity, expenditure.Enterprises would improve them and their products efficiently only after getting to know the consumption psychology and consumption trend of "after 80s" better.