Research On The Effect Of Values Orientation On Consumption Behaviors

Household consumption is an important social economic issue, but also the ethical problems of society. Consumption hides people’s value deeply, and is the mapping and performance of people’values. Values is evaluation criteria of the men’s agnation to things, has a major impact on consumer behaviors and market demands in the consumption field, is important areas of sociological research and important theoretical basis of marketing. Thus, Values has been the focus of attention of scholars at home and abroad from a long time. Studying consumer behaviors from the values-oriented level helps to study consumer behavior under the guidance of values theory, can fill the lack of literature in this area and supplement and perfect the marketing theory.This paper is based on consumer behavior theory and sociology as well as the existed literatures, and has summer up four basic types of consumption and their specific manifestations. This paper has built a research model, which considered consumption perception and consumption intention as mediator variable, with the general pattern theory of consumption behaviors. This paper has studied the effecting of these factors on the consumption behaviors through the questionnaire investigation, and verifies the assumptions through Structural Equation Modeling. The final conclusions of the study： the consumption intention, consumption perception and consumption behaviors of the consumers of face guidance and fashion guidance are strong. An Economic-oriented value has a positive impact on the conservative consumption behaviors, but has no significant impact on modern consumption behaviors. On the other hand, an environmental protection-oriented value is recognized as modern consumption behaviors. The paper provided a new perspective and approach for the combination of sociology and marketing and gets the conclusions through a combination of kinds of subjects. At the same time, the research result can be used as a guideline for the marketing activities for the enterprises, and it also provides a further theoretical indication for the marketing practices.