An empirical research of chinese university students personal values and costume consumption value model

Previous studies showed that values affected consumption behavior. Taking a large group of consumers - Chinese university students (CUS) as the object, an empirical research has been made on personal values, value orientation of costume consumption behavior and their relationships, which has revealed the structure of CUS personal values and the costume consumption value demands. The data indicate that there is a strong correlation between the both. The different values of sub-groups have a different costume consumption value model. Conclusions could provide an exemplification for exploring complicated consumption behavior from the perspective of personal values and an analytical framework under the values dimension for market segmentation and target group positioning.