The Research On The Impact Of Chinese Culture Factors On Customer Purchasing Decision Based On Cognition

In the process of consumer behavior, consumers which have different cultural backgrounds show different values, and then form different attitudes and purchase decision-making behavior. Currently, the theories and ideas about study of consumer behavior are mostly built on the West historical and cultural backgrounds. If these theories and ideas are directly applied to the study of Chinese consumer behavior, it appears to become more and more simplistic and superficial, and also has some limitations. We must realize that the rapid-growth of the Chinese consumer market not only have the sides which are the same as the West consumer markets growth, but also show more differences. It's required that research on Chinese consumer behavior must continue to learn and use Western classical and new research results, must also actively explore the unique thinking modes and behavior patterns of the Chinese consumers decision-making, must try to explore the'Chinese element'which have much impact on Chinese consumers decision-making. On the basis of the research, we can deeply understand the common characteristics and law of the Chinese consumer market, and provide theoretical support for government decision-making.This paper reviews the theories about the impact of the cultural factors on consumer decision-making then searches the'Chinese Elements'----Face-sense factor and Group-sense factor through the analysis of characteristics of Chinese culture, based on Fishbein Theoretical Model of Rational Behavior, and introduces these two factors into the Fishbein Model, forming the conceptual model which can reflect the Chinese consumer decision-making, and validating the model with reference to the products theory of FCB Grid. Through the questionnaire survey, data collection, variance analysis, validity analysis, structural equation modeling etc., we verify the impact of Chinese elements including'Face-sense'and'Group-sense'to the Chinese consumer decision-making. Finally. Paper sums up the results of research, and indicates the limitations of the study and research further prospects.