The Study On Relationship With Consumer Decision Making Style View Of The Big Five Factors Of College Students, Consumption Cultural Value

This study conducted a questionnaire survey of 318 undergraduates, consumer decision making styles of College students. In the research of the big five personality factors on College Students’ analysis and consumer culture values, collect the relevant data. And to further explore the differences between the three factors and dimensions in the variable of population statistics, on College Students’ Big Five personality factors, consumption culture values and consumer decision-making styles do correlation and multiple regression analysis of three variables.Draw the following conclusions:(1) The big five personality factors, college students’ consumption culture values and consumer decision making style of significant differences in the variable of population statistics;(2)The big five personality factors of college students and college students’ consumption culture values correlated significantly, and the big five personality factors have prediction effect on College Students’ consumption culture values;(3) Was significantly related to college students’ Big Five personality factors and consumer decision-making style, and the big five personality factors have prediction effect on consumer decision making style;(4)The college students’ consumption culture values and consumer decision-making styles were significantly related, and the consumption culture values have prediction effect on consumer decision making style;(5)The college students’ consumption culture values play an intermediary role in college students’ Big Five personality influence consumer decision making style.