| 消费者决策型态的产品信号组合解构 |
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| 引用本文： | 宋思根,张莹. 消费者决策型态的产品信号组合解构[J]. 经济经纬, 2010, 0(1) |
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| 作者姓名： | 宋思根 张莹 |
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| 作者单位： | 安徽财经大学,商务学院,安徽,蚌埠,233030 |
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| 基金项目： | 教育部人文社会科学一般项目(07JA630087);;安徽省高校自然科学研究重点项目(KJ2008A109);;安徽省学术和技术带头人后备人选资助项目(2009) |
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| 摘 要： | 消费决策型态体现了消费者的决策个性,是消费者识别和选购商品的一般心理定位,而信息经济学认为消费者与企业之间形成委托-代理关系,产品信号对消费者认知价值具有重要作用。不同决策个性的消费者对产品信号组合的反应不同,数据显示:完美主义、忠诚习惯、新潮时尚、决策依赖和品牌认知五种消费者决策型态与组合态下的产品质量、价格、功能、品牌、款式等信号存在显著关系。
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| 关 键 词： | 消费者决策型态 产品信号 信号组合 委托代理 |
An Explanation of the Product Signal Mix of Consumer Decision-making Styles |
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| SONG Si-gen,ZHANG Ying. An Explanation of the Product Signal Mix of Consumer Decision-making Styles[J]. Economic Survey, 2010, 0(1) |
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| Authors: | SONG Si-gen ZHANG Ying |
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| Affiliation: | Business School;Anhui University of Finance & Economics;Bengbu 233030;China |
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| Abstract: | Consumer decision-making styles embody consumers' decision-making personalities and are the general psychological positioning for consumers to identify and choose commodities.According to information economics,the principal-agency relationship is formed between consumers and enterprises,and product signals have great influence on the cognition of consumers.Consumers with different decision-making personalities have different reactions to product signal mix.The data show that the five consumer decision-makin... |
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| Keywords: | consumer decision-making style product signal signal mix principal and agency |
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