Shoppers To Personality Traits, Behavior Patterns, And Of The Relationship Between Consumer Decision-making Style

This study focused on the Network shoppers who have done shopping on theinternet three times a year. Participants were ordered to finish three types ofquestionnaires. The network shopping consumers who has participated our researchwere selected at random from a large Pool of Persons by Network recruiting and sitequestionnaire. Reference through the network shopping at home and abroad about therelated theory and to study factors, In view of the current characteristics g of Networkshoppers we prepare the net buys the consumer decision-making style questionnaire,use the Eysenck Personality Questionnaire personality questionnaire short form scaleChinese edition and The Different Patterns of Behavior-Attitude MeasurementQuestionnaire compiled by Li Yufeng to measure the respondents. The use ofexploratory factor analysis, analysis of variance, regression analysis, Amos and otherstatistical methods, explore different occupational dimensions of the consumerdecision-making style, consumer decision-making style the differences in income level,education level, and gender conducted an in-depth study, and research the effect of itspersonality, and research the relationship among the personality, different Patterns ofBehavior-Attitude and consumers’ decision-making styles. The results is showed that：:(1)According to the results of the investigation with the Online Shopping Questionnaire,we found that the choice puzzles, fashion and novelty and leisure and entertainmentare in the highest flight and the the choice puzzle is the most important of all, thesecond is the fashion and novelty, and the leisure and entertainment is followed byfashion and novelty.(2)Different occupations’ consumer decision-making style has the differences indemographical variables such as income level, education level and gender differences.(3) Personality factors on the part of the consumer decision-making style havesignificant impact. but the effect was not significant as expected.(4) Patterns of Behavior-Attitude plays an important regulatory role between onlineshopping experience and decision-making.