Students' Consumption Decisions And Their Impact Factors

The central purpose of this thesis is to explore how the demographic variables impact on purchase decision involve, perceived risk and product familiarity. So we can provide reference for market segmentation and establishing effective marketing strategies. And we try to discuss how purchase task character, consumers' personality, purchase decision involve, perceived risk and product familiarity impact on decision strategy and decision quality of purchase decision, from the point of view of psychological process.The main methods adopted are information display board and scales. The researcher conducts the consume decision experiment on 207 university students from Nanjing Normal University, Nanjing jinken college and Taizhou normal college.The research show that the interaction of purchase task character, consumer personality, purchase decision involve, perceived risk and product familiarity impact on what decision strategies the consumer choose and the decision quality. Of the five factors, purchase task character influence decision strategies directly, purchase decision involve and perceived risk affect decision quality evidently, consumers' personality and product familiarity affect decision strategies and decision quality indirectly by purchase task character, purchase decision involve and perceived risk.