The Research on Effect Factor to Consumer Behavior of Chinese Post-90s Generation Customer

다국어 초록 (Multilingual Abstract)

The post-90s customer group is not only the actual consumer, but also the potential consumer to many industries. It is a target customer group deserve the primary research to the industries. This essay make the research on the effects to the post-90s customer group’s consumer behavior from the individual needs and external factors based on the Maslow’s hierarchy of needs. After built the theoretical model on basis of previous research and verified with positive analysis, the essay comes to following conclusions. Firstly, the consumer behaviors of post-90s consumer group mainly focused on satisfy the physiological needs with practical type of consumption. Secondly, the physiological need of individual needs have negative effect on diversity-seeking type and conformity type of consumption. The safety need of individual needs have positive effect on comparison type of consumption. The love and belonging needs of individual needs have positive effect on early adopt type, diversity-seeking type and comparison type of consumption. The esteem need of individual needs have positive effect on diversity-seeking type of consumption and negative effect on pragmatic type of consumption. The self-actualization need of individual needs have positive effect on conformity type of consumption. Thirdly, the advertisement factor of external factors have positive effect on conformity type and pragmatic type of consumption. The family factor of external factors have positive effect on diversity-seeking type and comparison type of consumption. The reference group factor of external factors have positive effect on pragmatic type of consumption, To the industries, the information of products destined for post-90s customer group should released and advertised through internet; and should using the internet to do the advertisements and word of mouth marketing to the companies and products through the internet.

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