摘要
产品的搜寻属性、经验属性和信任属性是影响消费购买行为的重要因素。本文运用焦点座谈小组的定性分析方法,在手机购买的情景下考察了产品的搜寻属性、经验属性和信任属性的构成维度及其对购买行为的影响。结果发现,除了传统的三大产品属性,个人属性也是影响手机购买的重要因素,这些发现可为手机制造商和经销商提供重要的营销实践参考。
Search attribute, experience attribute and credence attribute of products are important factors in consumer purchase behavior. In mobile phone purchase, a qualitative research of focus group is conducted to explore into the constructs of search, experience and credence attributes, and their influences on purchase behavior. The findings indicate that besides the three traditional attributes, personal attribute of consumers could also have influence on mobile phone purchase behavior. Thus it could provide valuable, suggestions for both mobile phone manufacturers and dealers in marketing practice.
出处
《当代经济管理》
2007年第5期40-45,共6页
Contemporary Economic Management
基金
"中国人民大学研究生教育创新计划"资助
关键词
搜寻属性
经验属性
信任属性
焦点访谈小组
search attribute
experience attribute
credence attribute
focus group
