| 消费者礼品购买决策:关系取向抑或动机驱动 |
| |
| 引用本文： | 蒋廉雄,卢泰宏,邹璐. 消费者礼品购买决策:关系取向抑或动机驱动[J]. 中山大学学报(社会科学版), 2007, 47(5): 117-123 |
| |
| 作者姓名： | 蒋廉雄 卢泰宏 邹璐 |
| |
| 作者单位： | 中山大学港澳珠江三角洲研究中心，中山大学管理学院，中山大学管理学院 广东广州510275，广东广州510275 |
| |
| 摘 要： | 该文在全面了解国外送礼行为研究的基础上,对中国消费者礼品购买决策风格进行实证分析。研究发现,与国外消费者的动机驱动的礼品购买决策模式不同,中国消费者的礼品购买决策风格是由关系类型决定的,关系对购买礼品决策产生不同导向,并调节动机对购买决策风格的影响。研究结果为理解中国消费者行为提供了独到的理论解释,并对中国礼品市场细分提供了新的视角和方法。
|
| 关 键 词： | 消费者送礼行为 关系情境 营销 购买决策风格 市场细分 |
| 文章编号： | 1000-9639(2007)05-0117-07 |
| 修稿时间： | 2007-05-08 |
Chinese Consumers'''' Decision-Making for Gift Purchase |
| |
| JIANG Lian-xiong,LU Tai-hong,ZOU Lu. Chinese Consumers'''' Decision-Making for Gift Purchase[J]. Journal of Sun Yatsen University(Social Science Edition), 2007, 47(5): 117-123 |
| |
| Authors: | JIANG Lian-xiong LU Tai-hong ZOU Lu |
| |
| Abstract: | Gift consumption results in a new economic category: gift economy.However,it lacks empirical research.This article thoroughly reviews the existing studies on gift-giving behavior,both domestic and foreign,and conducts an empirical study to explore and test the seven-factor model of decision-making styles based on "guanxi"(relation) situation.The results show the significant differences from Western consumers' on decision-making styles,that "guanxi" becomes antecedent variables and moderates motivation effect on decision-making styles.The discoveries provide better understanding of Chinese consumer behavior,and a new perspective for gift marketing in China. |
| |
| Keywords: | gift purchasing guanxi(relation) situation motivation consumers' decision-making style market segmentation |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
