基于情境理论的消费者行为影响因素研究

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17个影响消费者行为的情境变量,通过对其进行因子分析得到了六个情境因子:心理、环境、营销、时间、物质及互动因子,并进一步分析指出,情境因素对消费者行为的影响受到其他影响因素的交互作用。该研究既对以往有关消费者行为影响因素的研究进行了完善,又有利于企业更好地了解消费者行为,具有较强的理论价值与实践意义。

Analysis of the Situational Factors of Consumer Behavior

Situation is one of the important factors influencing consumer behavior. Under the guidance of Baker′s situations theory,the editors put forward that the situational factors of consumer behavior have 17 different variables. Then we analyze these 17 variables,and conclude that the situational factors that affect consumer behavior have six sub-factors: psychological,environmental, marketing,time,matter and interaction factors. And through further analysis,we point out that situational factors are also influenced by other factors. The study is not only a supplementary of the past studies,but also contributes to a better understanding of the consumer behaviors,which has strong theoretical and practical significance.