The Impact of Vanity Traits on Customer Purchasing Intention: A Case Study

摘要：

Many studies have discussed vanity traits in foreign countries for many years. The studies of vanity traits have been considered commonly as aberrant consumer behavior. This paper is designed to explore the relationship between vanity traits and purchasing intention. This research utilizes questionnaire survey to examine 126 participants. Then, SPSS software is applied as statistic methods to prove the research hypotheses. It also uses Cronbachs alpha for reliability test, factor analysis for validity and path analysis for verifying the research hypotheses. It is found that vanity traits have positive influence on purchasing intention. These results are corresponded to research hypotheses. In a word, the purpose of the paper is to examine whether the phenomenon of vanity traits exist in Chinese market and also provide an evidence that it would influence the purchasing intention significantly.

作者: Bai Lin

作者单位: School of Business,Anhui University,Hefei,P.R.China,230039

会议类型: 国际会议

会议名称: The 7th International Conference on Innovation and Management(第七届创新与管理国际会议 ICIM 2010)

会议地点: 武汉

会议语种:英文

页码: 1321-1324

在线出版日期: 2010-12-04（万方平台首次上网日期，不代表论文的发表时间）