The Substantiation Research Of Consumer Behavior-college Students Presents Buying

Nowadays, customers' needs become more and more variety and individuality with the rapid development of science and technology and the drastic market competition. So, the research of customers' purchase intention is very important, it can help to understand more about the customers' purchase attitude, behavior and conformity, then to satisfy the needs of customers, to formulate the marketing strategies, elevate the enterprises' competitive forces. This research is the supplement of the study of customers' purchase intention.Fishbein model is a net model in customer research field. It believes that the purchase intention is impacted by two main factors: attitude and conformity. We use this model to investigate the college students' purchase intention of buying presents.Firstly,the preview concludes the meaning of this research, and introduce some kinds of analysis methods: literature analysis, data analysis, substantiation analysis methods. The literature summarize expounds the theory of consumer behavior and the research background. Then it introduces the use of the Fishbein model in consumer behavior. This model believes that attitude and conformity can impact the purchase intention, the attitude falls into cognitive attitude and emotional attitude, the conformity falls into cognitive norms and subjective norms.The research methods including come up with three hypotheses and the design of my questionnaire and the structure of my samples. According to the regression analysis and the validation of hypotheses, the attitude, conformity and culture values all impact purchase intention significantly.From this substantiation research, we can get these conclusions: the sensibility factors exist in people's subconscious make great influence on people's consumption impulse, but the rational factors can reduce this influence. People, especially the young ones don't like to be some one else, they want their own personality, though they're influenced by other people easily. As something traditionally, culture values also influent young people deeply, and most people wish to give presents to others. The enterprises which produce gifts can design novelty,memorable gifts, or use advertisements and packages to stimulate people's consumption impulse.