我国城市居民消费心理预期的结构及其影响因素研究

本研究采用自编《消费心理预期结构问卷》对1097名城市居民进行了研究，结果表明：1《消费心理预期结构问卷》具有较高的信度和效度；2．消费心理预期由预测经历、信息量、价格知觉水平、信息来源与渠道，以及预测依据等5个因素构成；3．现阶段，我国城市居民消费心理预期的一般特点是预期的准确性不高预期的理性化程度尚有待提高；影响消费心理预期结构的主要因素是消费者的性另、年龄、学历、职业和所在城市等变量。

A Research on Urban Residents' Structure of Consumer Psychological Expectations and Its Influencing Factors

1097 urban residents were measured on the Structure of Consumer Psychological Expectations Scale. The scale showed high reliability and validity. The results showed that ( 1) the structure of consumer psychological expectations was found to be related to 5 factors: forecasting experience, amount of information, level of price awareness, resource and channel of information, and basis of forecasting; (2) urban residents at present held imperfect and irrational consumer psychological expectations; (3) the main factors which affected the consumer psychological expectations structure were the consumer's gender, age, education, or occupation and locality.