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对于影响消费者行为因素的研究一直以来都是营销界的研究热点。情境是影响消费者行为的重要因素之一,在贝克情境理论的指导下,提出影响消费者行为的情境变量有天气、周围的物质等等17个。应用SPSS16.0分析软件对这17个变量进行因子分析,得到影响消费者行为的六个情境因子:心理因子、环境因子、营销因子、时间因子、物质因子和互动因子。
Abstract：Research about the factors that influence consumer behavior has always been a hot research point of marketing.Situation is one of the important factors.Under the guidance of Baker's situation theory,it is put forward that the situation factors of consumer behavior have 17 different variables such as weather situation,the material around,and so on.The analysis software SPSS16.0 is used to analyze these 17 variables,and it is concluded that the situation factor that affects consumer behavior has six sub-factors,such as the psychology factor,environment factor,sale factor,time factor,material factor and interation factor.
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基本信息:
DOI：10.13682/j.issn.2095-6533.2010.02.022
中图分类号:F274;F224
引用信息:
[1]李华敏,崔瑜琴.影响消费者行为的情境因素分析[J].西安邮电学院学报,2010,15(02):73-76+80.DOI:10.13682/j.issn.2095-6533.2010.02.022.
基金信息: