The Study On Variety-Seeking Purchasing Behavior Of Students In University

Aiming at the activity of variety-seeking puchasing, the research takes method of experimental scheming and combined analysis, and tries to find out the cause and effect behind the phenomenon.Through enormourse efforts on probing the documentary, we think that the reasons of variety-seeking purchase by the consumers is that thus activity brings them their expected value; and in the mean time, they expect that they afford the risk caused by thus activity. It is thought that the final decision weather to take a variety-seeking purchasing is influenced by the combind effects of the above 2 reasons.Furthurly, we try to find out from either outside and inside the predictor variables that influence consumers' expected value and their perceived risks. From the inside, we focus on consumers' personality and base on their impulsiveness and seek for innovativeness, we create four quadrants. We then probe under the below eight circumstances the respective expected value, perceived risks, and the relationship between them and variety-seeking pruchase preference, and furthurly, draw a conclusion that wether the consumers would show preference to variety-seeking under the eight circumstances.Finally, we do an analysis of variance between the preference to variety-seeking and their actual consumption behavior, and conclude that the Preference to variety-seeking of the consumer and their actual consumption behavour prove to be positive correlative.The research not only analyse completely and systematically consumers' preference to variety-seeking, also, it makes up the lackness of proof of consumers' variety-seeking purchase. Practically, the reseach acts as sort of reference value toward guiding the business practices of many enterprises.