摘要
在孤独经济迅速发展的背景下,基于消费者购买决策理论,采用定量研究的方法,以赣州市805名“空巢青年”为调查对象,探讨孤独营销对“空巢青年”购买意愿的影响。研究结果表明,个体感受到的孤独感越强,其消费意愿越强烈。企业应针对消费者购买决策的各个环节做出不同的营销策略,积极关注孤独感消费心理。
Against the backdrop of the rapid development of the lonely economy,based on consumer purchasing decision theory,a quantitative research method was adopted to investigate the impact of lonely marketing on the purchase intention of 805“empty nest youth”in Ganzhou.The research results indicate that the stronger an individual’s sense of loneliness,the stronger their willingness to consume.Enterprises should adopt different marketing strategies for each stage of consumer purchasing decisions and actively pay attention to the psychology of loneliness and consumption.
作者
廖宇奇
王刚毅
Liao Yuqi;Wang Gangyi(School of International Education,Jiangxi University of Science and Technology,Ganzhou 341000,China;College of Economics and Management,Northeast Agricultural University,Harbin 150030,China)
出处
《经济研究导刊》
2024年第3期51-55,共5页
Economic Research Guide
基金
2023年赣州市社会科学规划课题(2023-QNZX15-0395)。
关键词
孤独营销
空巢青年
购买意愿
消费者购买决策理论
lonely marketing
empty nest youth
willingness to buy
consumer purchasing decision theory
