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消费者购买行为可视为由多维决策型态复合而成,特定消费决策型态会随着环境变化而呈现相应的主导作用。购物时机包含空间维度和时间维度,以自用商品和馈赠商品、个人时机和公共时机为例,数据分析表明,休闲娱乐但不新潮时尚是公共时机主导决策型态;个人时机中的自用商品购买追求完美主义和品牌认知;馈赠商品购买追求品牌认知和新潮时尚。论文最后简要讨论了结论、应用和进一步研究建议。
Consumer behavior can be considered as a composite of multi-dimensional decision-making patterns, and the specific consumption decision-making patterns will assume the corresponding leading role as the environment changes. The shopping opportunity includes the dimensions of space and time. Taking the personal goods and the gifts, the personal opportunity and the public opportunity as examples, the data analysis shows that leisure and entertainment but not trendy fashion is the dominant mode of decision making in the public time; the pursuit of personal goods purchase in personal opportunity Perfectionism and brand awareness; gift purchase of goods to pursue brand awareness and trendy fashion. Finally, the paper briefly discusses the conclusions, applications and further research proposals.