| 消费者选择对零供博弈结果的影响——基于心理经济学视角分析 |
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| 引用本文： | 李骏阳,肖璐.消费者选择对零供博弈结果的影响——基于心理经济学视角分析[J].商业经济与管理,2010(5). |
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| 作者姓名： | 李骏阳 肖璐 |
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| 作者单位： | 上海大学,国际工商与管理学院,上海,200444 |
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| 摘 要： | 文章在零供博弈背景下,利用卡托纳心理经济学分析模型,从心理经济学视角考察消费者的购物心理对零供博弈的影响.利用5点量表法对零供博弈结果中影响消费者购买决策的八个因素(自有品牌开发、新产品开发、促销、通道费、品牌专卖店、供应商品牌建设、零售商品牌建设和价格)进行问卷调查.在此基础上运用多元回归对问卷进行回归分析,以此来探寻消费者的购买决策及这些决策导致的零供博弈策略的社会效应.
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| 关 键 词： | 零供博弈 消费者心理 心理经济学 |
Effects of Consumers' Choice on Game between Retailers and Suppliers:From the Psychological Economics Perspective |
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| LI Jun-yang,XIAO Lu.Effects of Consumers' Choice on Game between Retailers and Suppliers:From the Psychological Economics Perspective[J].Business Economics and Administration,2010(5). |
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| Authors: | LI Jun-yang XIAO Lu |
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| Institution: | LI Jun-yang,XIAO Lu(School of International Business , Management,Shanghai University,Shanghai 200444,China) |
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| Abstract: | In the context of a game between retailers and suppliers,from the psychological economics perspective,this paper uses the Katona Psychological Economic Model to study the social effects of consumers' shopping psychology on the game between retailers and suppliers.This paper uses the 5-point scale method to make a questionnaire survey of eight factors(the development of private label and new products,promotion,slotting allowance,franchised store,brand development of suppliers and retailers,and price) which a... |
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| Keywords: | game between suppliers and retailers consumers\' psychology psychological economics |
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