The Elderly Consumer Decision-making Style And Self-concept

Consumption decision-making means the consumer carefully evaluates some commodity, brand or the attribute of the service, and carries on the process of the reasonable choice. Consumer's decision-making style refers to a mental orientation characterizing consumer's approach to making choices. It generally includes perfectionist and highly quality-conscious orientation, brand-conscious and price-equals-quality orientation, novelty and fashion-conscious orientation, recreational and hedonistic orientation, price-conscious and value-for-money orientation, impulsive and careless orientation, confused by over choice orientation and habitual and brand-loyal orientation.As the development of the market economy, consumer decision-making styles had aroused researcher's attention. Especially in recent years into the 21st century, China is now undergoing aging society; we have the largest old consumer marketing in the world because of the enormous senior citizen. So, the old consumer decision making styles had aroused researcher's attention. However, such kind of study in China still is in the beginning phase, especially the influential factors of the old consumer decision making styles. Thus, it's very significant to work out consumer decision style questionnaire which is suitable to our Chinese old people under the Chinese cultural background in light with general foreign ones.The purpose of present study is to work out the dimensionality and tables of the old people's consumption decision style. It also explores the varieties of sex, age, life of style, expense of life, etc, and its self-concept's influence on it in old people's consumption decision making style. This study is through questionnaire investigation way, exploratory factor analysis, confirmatory factor analysis, analysis of variance and linear regression, etc.,and we get the following conclusions:1 Exploratory factor analysis and confirmatory factor analysis indicate the old consumption decision making style amount have five factors, namely perfectionist and brand orientation, novelty and fashion-conscious orientation, recreational and hedonistic orientation, confused by over choice orientation, and price-conscious and value-for-money orientation. The scale is reliable and available. So the old consumption decision-making style is different from the Consumer decision-Making Style Inventory-CSI.2 There are significant difference between male and female on novelty and fashion-conscious direction, recreational and hedonistic direction and price-conscious and value-for-money direction of the old consumption decision making style.3 There are significant difference between different age on novelty and fashion-conscious direction of the old consumption decision making style.4 There are significant difference between different life styles on recreational and hedonistic direction, confused by over choice direction and price-conscious and value-for-money direction of the old consumption decision making style.5 There are significant difference between different school age on perfectionist and brand direction, novelty and fashion-conscious direction, recreational and hedonistic direction and price-conscious and confused by over choice direction of the old consumption decision making style.6 There are significant difference between different living expenses on perfectionist and brand direction, novelty and fashion-conscious direction and price-conscious and value-for-money direction of the old consumption decision making style.7 Five factors of the old consumption decision making style and ten factors of self- concept are greatly related. And parts of self-concept factors have predicting function to some factors of the old consumption decision-making style.