大学生IT产品消费行为实证研究

在生命周期假设与预防性约束理论的基础上,结合消费者行为学中的动机理论,通过问卷调查,采取理论分析与数据分析相结合的方法,利用SPSS统计软件对大学生本科阶段IT产品消费行为进行定量研究.结果表明:收入的流动性约束在大学生购买IT产品决策时起着重要作用,而求实、求廉、求便动机的影响作用次之.

An Empirical Study on IT Products Consuming Behavior of the Undergraduates

This paper conducted an empirical quantitative examination of IT products consuming behavior of undergraduates by means of SPSS statistical software through the questionnaire survey.This paper was on the basis of the hypothesis of life cycle and the theory of preventative restriction,and it combined the theory of motivation of consuming behavior.Both the theoretical analysis and the data analysis were combined in this paper.The results showed that two kinds of the elements influenced the decision-making in IT products purchasing of undergraduates,the former was the liquidity restriction of income,and the latter were the practicality,the cheapness and the facilitating functions,further the author found that the former acts the most important role and the latter takes the second place.