The Research Of Decision-making Of Hefei Second-hand Goods Consumer

In the present age, everyone’s consumption amount is rising. The growth rate of annual transaction volume of second-hand goods is keeping15%in these years. Second-hand goods can not only save the use of social resources, but also can reduce the damage to the environment. The construction of the secondary market is the direct embodiment of resource saving and environment protection.This article is focus on consumption decision-making research of Hefei second-hand goods consumers. This paper study mainly through the following three methods:the literature reading method, the questionnaire survey method and the empirical analysis method.The first chapter is the introduction part of this article. Firstly, it introduces the research background of this paper and the research of theoretical and practical significance. Secondly, it illustrates the research used in several ways. Finally, it lists the frameworks, and possible innovation points.The second chapter is literature review part. First of all, this chapter presents the research status about second-hand goods and the market. Then, this chapter introduces the consumer purchase decision model including EKB model. According to this model, the consumer decision-making process is divided into demand confirmation, information search, program evaluation, purchase decision and action after purchase.The third chapter is the basic situation of Hefei second-hand market and instructions of survey. Firstly, this chapter summarizes Hefei local second-hand market and network second-hand market. Then it illustrates the data collection of the questionnaire survey method, finally explains the design ideas of the paper questionnaire.The fourth chapter is study about consumption decision-making of Hefei second-hand goods consumers. It is the core part of this article. First of all, this chapter analyses the composition of the sample group. Then, it analyzes consumer buying decision behavior from five stages. All these analysis generally includes the whole process of consumers in the purchase of second-hand goods.The fifth chapter is the conclusions and Suggestions. First of all, according to the analysis process of the fourth chapter sums up the characteristics of Hefei residents. Then, according to the consumers themselves and the problems existing in the market, it puts forward some targeted policy recommendations.This article’s innovation points are follows:It stands in the consumer’s point of view, using the EKB model to research of decision-making and the characteristics of the Hefei second-hand goods consumers’behavior. And then it puts forward some solutions combining with the second-hand market’s current situation and problems.In addition, this paper contrasts between online and offline channels in consumer decision-making process and draws some conclusions, which also has certain innovation significance.