大学生价值观与电信服务消费决策风格的关系研究

目前，在消费者行为研究领域里，从价值观的角度去研究消费者购物决策风格是被广泛关注的课题。本研究主要采用问卷调查法对651名大学生的价值观和电信服务消费决策风格进行考察，目的在于探寻大学生价值观与电信服务消费决策风格之间的关系。在文献回顾与数据收集的基础上，进行了探索性因子分析、验证性因子分析和相关分析，最后指出研究结论和局限性。

Relationship between the Values of University Students and Consumer Decision-making Style of Telecommunications Services

At present, in the field of consumer behavior research, the study of consumer decision-making style from the perspective of the values is a subject arousing wide concern. The purpose of this study is to explore the relationship between personal values of university students and consumer decision-making style of telecommunications services by a 651-questionnaire survey. Based on literature review and data collection, this paper adopts exploratory factor analysis(EFA), confirmatory factor analysis(CFA) and correlation analysis(CA), and finally points out the conclusions and the limitations of this study.