消费观念与消费行为关系的实证研究

消费观念对消费行为有一定的影响,同时消费观念要通过一定的消费行为体现出来.本文通过对消费观念和消费行为的关系进行实证研究,得出消费行为关于消费观念有较强的线性相关关系.在此基础上,又分别考察了消费观念的三个基本方面--消费观、消费态度、消费意向对消费行为的影响程度.     

浅谈当代大学生消费观念与品牌个性

本文在阐述大学生个性消费特征的前提下,分析了塑造品牌个性的必要性,并从产品、传播、定位和文化几方面提出了品牌塑造的具体策略。     

后现代消费观念时期品牌建设的对策研究

随着后现代社会的到来,消费者的价值观也在发生变化,消费的后现代特征逐渐凸显。炫耀性消费、符号消费和体验消费成为社会的主流消费观念,并对品牌建设提出了新的挑战。企业是否能够抓住消费者的消费观念特征,并结合营销思维的变革来进行品牌建设是未来经营成败的关键所在。本文从后现代主义和后现代社会入手,深入剖析了后现代消费观念时期的消费特征,从中总结出消费行为和企业营销思维的变革,并结合梦想营销、情感营销、体验营销等主流营销方式对企业的品牌建设提出应对策略。     

消费价值观对消费行为影响的实证研究

本文通过构建价值观导向的发展型消费价值观、时尚型消费价值观、实用性消费价值观对消费行为和消费意向影响的模型。在新消费文化观念构建的调研数据的基础上,展开实证分析,并得出相关结论。     

对我国消费者绿色消费观念和行为的实证研究

随着人类社会经济可持续发展战略的推进,绿色消费已经成为一种崭新的消费模式.近年来,我国政府及有关部门大力倡导绿色消费,绿色消费者群体越来越大,2001年甚至被称为我国的"绿色消费年".为了解我国消费者的绿色消费观念及绿色消费行为状况,我们面向全国大陆除西藏外的所有省份,对不同层次的消费者进行了题为"城乡消费者绿色消费状况调查"的问卷调查,共发放了750份问卷,回收523份有效问卷,通过问卷分析,初步把握了我国消费者的绿色消费状况.     

苏南农村消费结构与消费观念变革的实证分析--以无锡农村为个案

不同的经济发展水平、收入分配制度、社会文化、自然环境等使人们的消费水平、消费结构和消费观念在不同的历史阶段表现出不同的特点。因此，通过对一个地区人们的消费结构和消费观念变化的考察，能够从一个侧面反映社会生活状况。本文以无锡农村为个案，从社会变迁的角度对苏南农村消费结构和消费观念的变化进行调查分析，研究其变化的具体机制。     

浅谈消费观念及消费行为

在世界全球化的脚步下,世界上的各个国家和城市都越来越多的受到西方文化的影响,而且不管是消费方式,还是生活观念都让人们越来越多的体会到霸权文化的强势传播,资本主义商品输出也给人们带来更多的便利。多样化的新媒体、新渠道和互联网的出现与融合,也使得世界各国的文化得以交流、传播。文化的深度融合,经济的进一步发展,国际间交流合作的日益频繁,一定程度上改变着人们的消费认识,人们的消费习惯和理念也越来越多受到消费主义思潮的作用。在这种情况下,新的消费观念也就逐渐形成,并指引着人们生活中新的消费行为。     

新消费者的消费行为研究与营销策略

把握和分析消费者的心理与行为是吸引消费者的制胜法宝。随着新经济时代的到来和消费者群体经济重要性的发展,我国消费者在心理与行为上发生了根本性的变化,呈现出一批新的消费者群体(简称"新消费者")。商家对新消费者资源的争夺使激烈的市场竞争日趋白热化。要想在竞争中立于不败之地,商家必须对他们加以重视,分析和研究他们的心理与行为,并据此采取有针对性的营销策略。     

经济全球化背景下的消费观念研究

进入21世纪以后,我国加入了世贸组织,这就表示我国的对外开放进入了一个新的阶段。这也代表我国必须在更大更深的程度上与外界进行紧密的合作,受到西方消费观念的影响,我国消费者的消费观念也有了很大的变化,接受信贷消费观念和重视绿色消费观念,但同时又有了新的问题,比如奢侈的消费观念盛行社会责任问题以及广告不实宣传等问题。     

近代中国社会变革与现代消费观念的萌发

每一次大的社会变革都会引起整个社会的消费观念和消费行为的变迁,近代是中国社会转型的重要时期,开口通商催生了中国真正意义上的现代城市。传统与现代消费观念的更替首先出现在通商城市,上海首当其冲地接受了西方的消费观念,全面地展示近代中国消费观念重大变迁的历程。在此过程中,传统消费观念承受了巨大的冲击,奢侈型消费观念逐步代替节俭型消费观念。     

The Implications of Business-to-Business and Consumer Market Differences for B2B Branding Strategy

By integrating existing conceptual models and research findings, this effort examines the noteworthy differences between the B2B and the consumer market contexts and the implications of those differences on the formulation of B2B brand strategies. We introduce the B2B-Consumer Market Dimensions Continuum as a tool to identify key differences between the two markets. The continuum is used to suggest the branding approach that is most likely to be successful in a B2B organization's brand-building efforts.     

金融危机对消费者行为的影响及企业的营销策略研究

金融危机对中国消费者的心理、行为产生了影响:消费者信心下降、消费趋于理性,导致消费者购买力和档次降低、消费计划延迟,尤其是使消费者对促销和渠道的偏好发生改变.企业必须采取相应的营销措施和策略,改变营销环境,扩大销量,提高市场占有率,以便在危机时期迎合消费者,增强其信心,满足其需要,增加企业利润,从而实现企业和消费者的双赢.     

Product,Environmental, and Service Attributes That Influence Consumer Attitudes and Purchases at Wineries

Abstract

Direct sales of wine and winery souvenirs to winery visitors is important in a number of regions throughout the United States and around the world. The attributes that influence winery visitors' beliefs can have a significant impact upon wine purchases, repeat visits, positive word-of-mouth comments, and upon future purchases at restaurants and other retail outlets. A study of winery visitors found four underlying factors from a list of 17 attributes. Regression results indicated that several wine, environment, and service attributes have a significant impact upon consumer attitudes and purchases. Product and purchase involvement were also found to impact purchase behavior.     

我国农户消费理性行为的实证研究

本文利用偏自相关函数（PACF）、DF检验、工具变量法（IV）等分析方法,对农户的消费行为进行了实证分析,得出农户消费在统计上是符合随机游走假说的,但实际上有0．223的偏差．1阶滞后以后的农户消费对当期消费仍具有一定的负向影响。根据实证分析结果,在农户消费的增加额中．有47．6％来自农户当期收入的增加,有52．4％来自农户持久收入的增加。因此,虽然理性都是有限的,但与西方典型消费者相比,我国农户呈现出了更多“有限理性”的特点。针对我国农户消费行为,为了开拓农村市场,应该提高农民素质、完善农村市场、改善农村消费环境。     

Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries

This article proposes an international segmentation of consumers based on their attitudes toward luxury. We perform a two-stage empirical study with a data set that combines samples from 20 countries. We provide a substantive interpretation of the results to show that three attitude segments dominate in a Western cultural context. We discuss several directions for future research based on the findings.     

A Cross-Cultural Study of Consumer Attitudes Toward Time

Abstract

Since consumer behavior can be considered an activity that occupies time and attitudes toward time and its value differ across cultures, then differences in attitudes toward time may prove to be a meaningful way to segment markets. This study investigates differences in American and Mexican consumers' attitudes toward time. After a brief review of the literature relating to the role of time in consumer behavior, a cross-cultural study of consumer attitudes towards time is described and analyzed. Implications for adapting marketing messages based on culturally-based attitudes toward time are then discussed.     

The Role of Consumer Characteristics and Attitudes in Purchase Behavior of Domestic versus Foreign Made Products

Abstract

The aim of this study was to investigate the role of factors underlying consumer choice of domestic vs. foreign products on a sample of consumers in a less traditional post-socialist economy of Slovenia. Empirical results confirmed the postulated relationships among the protectionism dimension of ethnocentric attitudes, familiarity with global brands and consumer domestic purchase decisions for the product categories examined in this study. However, findings did not lend support for theoretical propositions related to demographic variables. Implications for domestic and global brand managers are outlined in the conclusions.     

Impact of Consumer Awareness,Knowledge, and Attitudes on Organic Rice Purchasing Behavior in China

This study examines how Chinese consumers’ awareness, knowledge, and attitudes influences their purchasing behavior for organic rice. The aim is to determine whether regional differences in these factors and in the resulting behavior exist and thereby, to provide the organic rice industry with sufficient information to expand its market and improve profitability. Respondents answered a total of 1,371 questionnaires, whereby 406, 539, and 426 responses came from inland, coastal, and northern regions, respectively. A binary logit regression is applied to analyze the survey data and predict purchasing behavior at the national and regional levels. While the results indicate that consumer awareness, product certification, and product availability factors have a positive impact on the likelihood of purchasing organic rice, the price has a negative relationship with organic rice consumption. Furthermore, the results demonstrate that northern consumers are more likely to buy organic rice than those in inland and coastal regions. In particular, awareness and knowledge factors have a greater influence on purchasing behavior in northern regions. These findings suggest that enhancing consumer awareness of organic rice and providing more purchasing channels could contribute to increasing organic rice consumption.     

基于现代女性视角的消费行为研究

众所周知,当今世界女性消费者已经成为市场上的消费主力军,在购买活动中起着举足轻重的作用。女性的社会消费在当前的消费大潮中正在从温饱型消费向发展型、享受型消费发生着根本性变化。女性作为社会消费的一个特殊群体,有着不同于社会其他消费群体的消费心理和消费行为,其随着社会的发展而发生了重大变化,表现出更趋于个性化和高级化等多方面特点。在目前大部分市场处于饱和、竞争空前激烈的情况下,认真研究并探索现代女性独特消费心理特点以及消费行为的变化,能够为企业制定有效地营销策略,提供有益的建议,成为市场上最具潜力的竞争企业。     

女大学生消费心理与营销策略研究——以延安大学为例

随着我国高校女大学生人数的增加和购买力的增大,孕育了一个庞大的、极具开发潜力的消费市场。为有效开拓女大学生消费市场,必须认真分析和把握女大学生与其他社会群体不同的消费心理,根据女大学生追求时尚和个性和物美价廉、热衷网上消费、理性和非理性消费并存的特点,从产品、价格、渠道、促销上制定适宜的营销策略,以此来抢占这个巨大的市场。