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(上接1996年第1期46页)171,购买行为的发生 取决于三个变量相互作用的结果 1.购买者的需求:没有需求不购买 2.商品具有属性:没有特性不使用 3.环境媒介影响:没有媒介不知道172,购买行为的内因 购买主体(人或群)的行为驱动力 来源:1.原始的驱力:先天的,本能带 来? 2.学来的驱力:后天的,学习带 来 类别:1.积极的需求动机 (希望满足及拥有) 如:生活需求、社会需求、发展需 求 2.消极的避免动机 (防止危害及不幸) 如避免不安全,避免不尊重、避免 无成就173,购买行为的外因 购买主体受商品属性及外界环境的影响 1.实体刺激:商品品质、式样、功能、用 途等 2.象征刺激:商品广告、包装、照片、说 明等 3.社会刺激:受到家庭、亲友、人群、环 境等174,购买主体的心理过程 1.对商品的认识过程:感觉、知觉、印 象等 2.对商品的情绪过程:心境、热情、激 情等 3.对商品的意志过程:决定、执行、评 估等175,购买者追求的目标 1.需求层次理论认为:追求满足
(Continued from page 46 of 1996, p. 46) 171. The occurrence of purchasing behavior depends on the outcome of the interaction of three variables. 1. The buyer’s needs: There is no demand and no purchase. 2. The commodity has attributes: No characteristics. Media influence: No media do not know 172, purchase behavior of the internal cause of the purchase of the subject (person or group) of the driving force of the source: 1. The original drive: innate, instinct to bring? 2. Learned drive: acquired , Learning brings categories: 1. Positive demand motivations (hopefully to meet and own): Living needs, social needs, development needs 2. Negative avoidance motives (prevention of harm and misfortune) If you avoid insecurity, avoid disrespect and avoid No achievement 173, the external purchase entity of the purchase behavior is affected by the product attributes and the external environment 1. Physical stimulation: product quality, style, function, purpose, etc. 2. Symbolic stimulus: product advertisement, packaging, photograph, illustration, etc. 3. Social stimulation : Family, family, friends, crowds, environment, etc. 174. The psychological process of purchasing the subject 1. The process of understanding the product: feeling, perception, impression, etc. 2. The emotional process of the product: mood, passion, passion, etc. 3. The process of the will: decision, execution, evaluation, etc. 175. The goal pursued by the buyer 1. The theory of the hierarchy of needs believes: the pursuit of satisfaction