The Questionnaire Construction Between The University Students Consumers And The Businesses Exchanging Relationship And Its Status Quo Investigation

Interaction and exchange is a common phenomenon in human society, and everyone expects to gain reward from the exchange. Exchange between the consumers and the business is the most basic relationship in consumption field, which directly affects the health and prosperity of the consumer market. Although the previous scholars did a lot of study about the relationship between the consumers and the businesses, the most study was based on the economics perspective and few study was based on the perspective of social psychology to explore the interaction content between the consumers and the businesses, and there had no the tool that measure interaction content between the consumers and the businesses so for .This was research significance what I did.The study discusses relationship between the university students consumer and the businesses from the perspective of social exchange ,and we would do a theoretical study on exchange relationship between the university students consumers and businesses , including the exchange characteristic, formation process and the content of exchanging resources .The university students consumers were looked as the research objects in empirical study, and combined with depth interviews and open questionnaire survey, and the questionnaire of exchange relationship between the university students consumers and businesses was used to measure the exchange quality that was high or low of between the university students consumers and businesses. According to the measurement results of questionnaire, We studied the current exchange status quo between the university students consumer and the business.Results: 1, The social exchange relationship questionnaire between the university students consumers and businesses have 27 items, and it is composed by five dimensions, that is the sincere service, love and respect, integrity management , communication and praise and satisfaction and loyalty .This questionnaire has a clear structure and favorable reliability and validity, can use it to measure the quality of the exchange relationship between the university students consumers and the businesses . 2, Quality of exchange relationship between the university students consumers and businesses is low overall. The results show that exchange relationship between the university students consumers and businesses do not exist the quality differences due to the cultural level of the university students consumer parents , but there are significant difference in gender, grade, birth place, whether is the only child and family income every year etc of the university students consumers .Specifically, the exchange relationship quality status between the university students consumers and businesses is : the female university students consumers are better than male university students consumers ; the sophomore university consumers are better than other university consumers; the university consumers from urban are better than the university students consumers from rural areas; only children university students consumers are better than non-only children university students consumers; the university students consumers from the higher family income are better than the university students consumers students from the lower family income .