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The Effect of consumer's psychological characteristics on general deal-proneness

Although sales promotions have great effects on the consumers, not all the consumers respond to them and different consumers have different reactions to the same promotion. In this paper, we take Chinese women clothing consumers as the research object and apply structural equation model to empirically research the effects of consumer's psychological characteristics on general deal-proneness. The findings indicate that shopping enjoyment, one of psychological factors, has the greatest impact on general deal-proneness, followed by price consciousness and quality concern. And some differences do exist between West and China.