摘要
消费者购买决策行为始终是新营销研究的主题之一,考虑理性与非理性因素并存的消费者决策活动的研究鲜见。本文在"刺激-反应-行为"决策过程模型基础上,从心理账户角度,剖析"反应"黑箱中蕴含的理性与非理性心理活动,提出消费者购买决策的心理基本活动构成的假设;在量表设计、实证调研数据收集及数据质量检验基础上,通过实证数据分析,得到假设检验结果:消费者购买决策中心理活动的四个维度,即:交易效用估算、情感偏好判定、账户预算与控制、账户评估与平衡。研究结论为进一步研究消费者购买心理活动与购买行为作用机理奠定了研究基础,为企业营销组合策略提供新的决策依据。
Consumers' purchasing decision-making behavior has always been one of the key themes of marketing, but few studies considered rational and irrational factors simultaneously. Based on the 'stimulateresponse-behave' model,this paper from the perspective of mental accounting analyzed rational and irrational mental activities in 'response' black box,then proposed hypothesis about the dimensions of consumers' mental activities; Based on the design of scale,data collection of questionnaire,and data quality test,we obtained hypothesis testing results through empirical data analysis. The four dimensional structure of consumers' mental activities in purchasing are estimation of the transaction utility,determination to the emotional preference,budgeting and controlling plus evaluating and balancing the account. Conclusion laid the foundation for the further study, which of consumers' purchasing mental activities and mechanism of buying behavior,and provided the new basis for enterprises to make marketing mix strategies.
出处
《中国管理科学》
CSSCI
北大核心
2016年第S1期199-205,共7页
Chinese Journal of Management Science
关键词
心理账户
购物决策
心理活动维度
实证研究
mental accounting
purchasing decision
mental activity dimension
empirical research
