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本研究目的为编制消费者折扣倾向性问卷,为消费行为的研究提供工具。最初问卷选编条目共36条,分情感维度、认知维度和行为维度。再经专家评审,对初稿进行进一步的检验与修改,最终形成问卷条目23条,并对问卷进行信度与效度检验。结果:最后对修改后问卷做结果主成分分析得到四个维度:折扣信息敏感性、折扣价格差异敏感性、折扣商品的可诱导性和促销信息预期。问卷的信度与效度均达到统计学要求。结论:消费者折扣倾向性问卷基本符合理论构想,具有一定的信效度。
The purpose of this study is to develop a consumer discount propensity questionnaire and to provide tools for the study of consumer behavior. A total of 36 entries were selected for the initial questionnaire, which were sentimental, cognitive, and behavioral dimensions. After the review by experts, the first draft was further tested and revised. Finally, 23 questionnaire items were formed, and the reliability and validity of the questionnaire were examined. Results: At last, the main component analysis of the revised questionnaire results in four dimensions: sensitivity of discount information, sensitivity of discount price difference, inducibility of discounted goods, and expected sales information. The reliability and validity of the questionnaire reached statistical requirements. Conclusion: The consumer discount propensity questionnaire basically accords with the theoretical concept and has a certain degree of reliability and validity.