A Study of the Relationship between the Values and Consumer Decision-Making Style of Telecommunications Services of University Students

At present, in the field of consumer behavior research, the study of consumer decision-making style from the perspective of the values is the widespread concerned subject. The purpose of this study is to explore the relationship between personal values and consumer decision-making style of telecommunications services of university students by a 651-questionnaire survey. Based on literature review and data collection, this paper adopts exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and correlation analysis (CA), and finally points out the conclusions and the limitations of this study.