The Survey On Consumer Decision-making Styles Of College Students And The Relation Of Consumer Decision-making Styles、Cognitive Styles And Learning Styles

Based on a systematic summary of literatures, domestic and aboard, on the relation among students’consumer decision-making styles, cognitive style and learning style, this research surveyed700people from five universities in Hunan Province by questionnaire, using multi-stage quota areal sampling method and systematic random sampling method. It investigated students’present consumer decision-making styles, explored relation among students’consumer decision-making styles, cognitive style and learning style, and illuminated the inner mechanism through which cognitive styles influence consumer decision-making styles with the medium of learning style. It proved a positivistic support for constructing and perfecting the theory system of consumer decision-making styles, providing certain guidance for parents and schools’education and marketing enterprises. It showed that:First, College students’ consumer decision-making styles mainly towards Habits-Brand loyalty oriented, Quality oriented and Impulse oriented, some students’consumer decision-making styles tend to Entertainment oriented and Confusion-conformity-oriented, few students’ consumer decision styles prefer to Novelty-pop-oriented, Brand-price oriented, Buying-expectations oriented.Second, Gender differences in consumer decision-making styles, Mainly reflected in the entertainment-oriented, Novelty-pop-oriented, buying-expectations oriented. Different professional consumer decision-making styles mainly reflected in entertainment oriented, confusion-conformity oriented, buying expectations oriented. Third, There are some relevant between Consumer decision-making style and cognitive style of college students. Therefore, according to cognitive style can make certain predictions on consumer decision-making styles. There was a significant positive correlation in the cognitive style and consumer decision-making styles which contain entertainment oriented, novelty pop-oriented, brand-price oriented, Habits-Brand loyalty oriented.Fourth:There are substantial significant interrelationships between Consumers’decision-making and learning. Divergent learning appear positive associated with each dimension of consumer decision-making styles. However, centralized learning and each dimension of consumer decision-making styles appear negatively correlated, reinforcing the findings on the other characteristics. The assimilation learning style has a minimal relationship to consumer decision-making styles. Only Entertainment oriented, Novelty-pop-oriented, Brand-price oriented and Quality oriented were found to be associated negatively with assimilation learning style. Unexpected, There are no correlation between conform learning style and any dimensions of consumer decision-making styles.Fifth:learning style has a medium effect on the contribution of cognitive style on consumer decision-making styles, cognitive style influences consumer decision-making style of entertainment oriented via divergent learning style; and it influences decision-making styles which contain entertainment oriented, Brand-price oriented, Habits-Brand loyalty oriented via centralized learning style.