The Study On College Students’ Personality And The Relation Between It And Online Shopping Decision-making Styles

With the development of network, online shopping comes into vogue, and it has became an important part of people’s life. College students act as the most potential and vitality online shopping group, it has gradually become an essential issue in research field. Refer to the domestic and overseas scholars research, the paper attempts to research the relationship research between college students’personality traits and online shopping decision-making styles.The paper includes two parts of survey and application study mainly. By means of theoretic research, reading and analysising much related domestic and overseas literature, the first part this study explore the college students’online shopping decision-making styles by the psychology methods. The second part is empirical study, this paper take CSI by Sproles&Kendall in1986as the prototype, the revision Gong Yiqing designed questionnaire, through the T-test, analysis of variance, correlation and regression analysis and statistical method, the college students’personality dimensions and online shopping decision-making style of dimension analysis, research the gender, the education level, consumption frequency and average consumption amount differences.which lets to four results:(1)College students’online shopping decision-making style in the background material significant differences:(2)College students’personality traits in the background material significant differences;(3)College students’personality traits and online shopping decision-making style has significant correlation;(4)College students’ personality traits on the online shopping decision-making style can be used to predict. Through discuss and analysis the results’reasons, the paper makeup some marketing strategies to match different consumer decision-making styles.