The Empirical Research On After 80S' Personal Values And Consumer Decision-Making Styles Correlation

The "after 80s" generation grow in the special times of Chinese reform and opening period, which has formed their unique consumption psychology and consumer behavior characteristics. Therefore, it is necessary to conduct the research on after 80s'consumption behavior characteristics. With the "after 80s" getting increasingly involved into the society, their consumption demand is expanding sharply, which has made them become one of the leading consumption forces in China. The theory of Consumer Decision-making Styles is the core content of marketing and consumer behavior. The research on after 80s' consumer decision-making styles has a great academic and practical significance for enterprises to understand their consumption behavior characteristics, to make special marketing strategy and to catch the trend of future consumption in China.The thesis collects and summarizes former research fruits of after 80s' consumption behavior characteristics, Consumer Decision-Making Styles and Personal Values through reviewing related literatures. Then a conceptual modal, which includes consumer decision-making styles as dependent variables and personal values as independent variables, was built up and empirically tested.The research object is after 80s consumers, including university students, graduate students, corporation staff and et al. from Chengdu, Beijing and Shanghai. We distributed questionnaires to them and collected the results. The data is analyzed by SPSS 17.0 software package through Reliability, Factor Analysis, Pearson Correlation Analysis, One Way Anova and Regression Analysis. The outcome reveals:(1) There are seven consumer decision-making styles of after 80s that consist of conception of high-quality and brand, conception of customary brand loyalty, conception of price, conception of fashion, conception of time saving, conception of over choice and conception of shopping impulse. (2) There are ten personal values of after 80s that consist of security, self-respect, sense of accomplishment, fun and enjoyment in life, well-respected, warm relationships with others, independence and freedom, sense of face, sense of social relationship and sense of belonging and obedience. (3) Some factors of personal values have a remarkable influence on consumer decision-making styles. Based on the results, we empirically tested the hypotheses and explained the reasons.Finally, marketing strategies recommendations for different decision-making styles of "after 80s" were concluded and these implications are believed to be values for enterprises. However, the research conclusions are not comprehensive because of some limitations. So a further study needs to be made to improve the generalization of the research.