中国消费者宗教性的测度研究

Religiosity, one of the internal features of human, is the extent to apply one's religious belief into his/her life. Religiosity impacts consumer psychology and behavior, which can be used to explain consumer behavior patterns. Because of the influences of both traditional and modern Chinese culture, there are significant differences between Chinese religiosity and western religiosity. However, there are few researches investigated the features, measurement and relations with consumer decisions of Chinese religiosity. Thus it is very necessary and meaningful to establish a general scale which can measure everyone's religiosity in China. In this paper, typical theoretical analysis methods, such as literature reviewing and logical deduction were used to compare and analyze classic scales. Meanwhile, key items were extracted after interviewing, coding and summarizing. At last, statistical methods like EFA and CFA were applied to examine the reliability and validity of the new scale.