The 1980s Generation's Product Involvement Empirical Study

The 1980s generation means the population that is born in 1980s and its number is about more than 0.1 billons. This generation has a good living environment and has gotten a better education. Now, most of them have been on work and been showing their ability in each industry while they are showing their huge consumption potential. But, just because of the comprehensive action of the good living environment,better education and their jobs and so on, the 1980s generation has behaven different values,life styles and consumer behavior. So, they are disputed. Therefore, the study of the relationship among their values,life styles and consumer behavior and its characteristics has a very important realistic significance.On the basis of literature review, we find that studies and articles of concentrating on the 1980s generation's values,life styles,consumer behaviors and their relationships are very more. But most of these descriptions are negative. Therefore, this study will research on the relationships among values,life styles and product involvement, trying to give a new description on the 1980s generation.This research adopts both nominal analysis and empirical alanalysis to conduct research. With the goal of solving the above problems, this paper puts forward the hypotheses and carries out investigations on about 145 fashion consumers in several cities in China. In the data analysis, the author uses the software of SPSS 11.5 and EXCEL to do descriptive statistical analysis,factor analysis,reliability analysis,CFA,cluster analysis,ANOVA,discriminant analysis,typical correlation analysis,linear regression analysis and so on. On the basis of data analysis, the paper tests the hypotheses and draws out some meaningful conclusions.Based upon these conclusions, this paper also puts forward some insights and marketing suggestions which are valuable to companies, trying to provide a sound academical and practical foundation for its further development.