Abstract

The purpose of this study was to suggest product choice model. This model was based on personal values. In study, total 220 college studednts was consisted 107 male and 113 female. As suggested model, personal values not only indirectly but directly influenced on product choice. Personal values influenced on importance of attributes, importance of attribute influenced on product choice behavior. And personal values directly influenced on product choice. In general values, tradition oriented general value influenced on quality oriented consumption value and product choice, hedonism oriented general value influenced on aesthetics oriented consumption value and product choice, and success oriend value influenced on both consumption value. In specific values, quality oriented consumption value influenced on importance of qualitative attribute and product choice, aesthetics oriented consumption value influenced on importance of aesthetical attribute and product choice. And importance of attribute influenced on product choice. Also, consumption values were stronger than general values in effects on product choice.