Based On The Personality Traits Of Durable Goods Interval To Buy Time To Study

With Chinese rapid economic growth and the improvement of people’s living standard, consumer of the traditional way of one-shot purchase is influenced by the environment of consumption gradually. Even for durable goods, consumer also followed the trend of product development and fashionable of social element, continuously convert consumption attitudes. Purchases of durable goods, such as cars, televisions, and computers, are rarely one-time affairs. Although consumers may make such purchases with expectations of long periods of use, durables are inevitably replaces; cars break down, computers are rendered obsolete, and needs and tastes for products may change. The long-term use of durables thus often involves a series of desions of whether to retain an incumbent model or replace it with a new one that better meets a decision maker’s evolving needs and tastes.The research of inter-purchase timing of durables can help sales better target their communication and propaganda. Scholars who study the replacement timing of durable goods mainly focus on marketing variables, demographic variables and economic variables. But that researchs are not supported by consumer behavior theory. In order to get rid of the demographic variables, marketing variables and economic variables, we study the replacement of durable goods by psychology variable. Put neceissities-luxuries as moderating variables, we study the effects of personality traits on inter-purchase timing. The personality traits include self-control, frugality, face conscience, innovativeness, hedonism and utilitarianism.There are seversl types of durable goods. So, we choose the rapidly improving durable goods, included computers, digital cameras and mobile phone. Firstly, by combing previous theoretical study, we structured the research of model and designed a questionnaire. Then we chose college students and youth workers as our research subject. Finally, we analysisd effective data by using survival analysis and obtained effects of personality traits on inter-rpurchase timing, in order to grasp the psychology of consumers, to stimulate consumers to buy, narrowing the interval time of purchase. The conclusions as follows:First, estimating parameters of pooled data, we get:1) consumer’s self-control has a positive influence on inter-purchase timing, and this effect is less pronounced for necessities of durables;2) consumer’s frugality has a positive influence on inter-purchase timing;3) consumer’s face conscience has a negative influence on inter-purchase timing;4) consumer’s innovativeness has a negative influence on inter-purchase timing;5) consumer’s hedonism has a negative influence on inter-purchase timing;6) consumer’s utilitarianism has a positive influence on inter-purchase timing, and this effect is less pronounced for luxuries of durables7) relative risk sorted from highest to lowest, followed by face conscience, hedonism, innovativeness, utilitarianism, self-control and frugality.Second, grouped by sex, age and degree, we obtained effects of each personality trait on inter-purchase timing.