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在消费者利益(Consumer-inter- est)研究领域里,消费者在面临多种商品选择时所表现的行为个性可能是被最广泛关注的课题(Sproles and Kendall．1986．)。然而,为数不多的有关消费者购买决策的文献几乎全部集中在对于一般商品或有形商品的研究上。近年来,服务消费领域特别是通信服务消费的快速增长或许给市场营销研究人员和实践者提出了一个新的课题：特定的服务消费购买决策风格与一般性或有形商品的购买决策风格有何差异?
In the field of consumer-inter-est research, the behavioral personality exhibited by consumers in the face of multiple product choices may be the subject of most widespread concern (Sproles and Kendall, 1986). However, the few articles on consumer purchasing decisions focus almost exclusively on the research of general goods or physical goods. In recent years, the rapid growth in the area of service consumption, especially in communication services, may give marketing researchers and practitioners a new topic: What is the difference between a particular service-consumer purchase decision style and a general or tangible purchase decision style? ?