The Relationship between Perceptual First Tendency in Purchase Decision Making and Personality Traits among College Students
Objective To explore the characteristics of perceptual first tendency in purchase decision making, and analyze the relationship between personality traits and perceptual first tendency in purchase decision making among college students. Methods: A random sampling was used to select 405 undergraduates from Guangdong Province, China. They were surveyed with Perceptual First Tendency in Purchase Decision Making Scale (PFTPDMS) and Eysenck Personality Questionnaire- Short Form (EPQ-SF). Results: (1) The total score of PFTPDMS of this group is (12.82±1.76), with the scores of P and E of EPQ-SF are (5.79 ± 2.95) and (9.34 ± 5.04), respectively, which belong to low scores. The scores of N and L are (10.32 ± 4.58) and (12.48 ± 4.54), respectively, which belong to the average scores. (2) Multiple stepwise linear regression shows that scores of E and N dimensions positively predict the total score of PFTPDMS (β=.322, 419, all P<.001), while the scores of P and L dimensions negatively predict the total score of PFTPDMS (β=-.461, -.344, all P<.001). Conclusion College students generally have an obvious perceptual first tendency in purchase decision making, and personality traits may be one of the main influencing factors of this tendency.
Keywords: College Students, Perceptual First Tendency in Purchase Decision Making, Personality Traits
