| 消费者DIY的动机研究 |
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| 引用本文： | 阎俊,何欣.消费者DIY的动机研究[J].经济管理,2010(8). |
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| 作者姓名： | 阎俊 何欣 |
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| 作者单位： | 华中科技大学管理学院; |
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| 摘 要： | DIY是当前最为普遍的消费者创造行为。了解DIY的动机与特征是企业产品创新和定制化营销的重要前提。本文在深入访谈的基础上,通过因子分析发现了当天消费者选择DIY行为的七种主要动机娱乐休闲、表达心意、独特性产品需求、独特性体验需求、提升形象、顺应环境和提升功效,并依据动机差异区分出追求独特、偏好娱乐和重视感情三种类型的DIY消费者。
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| 关 键 词： | DIY行为 动机 市场细分 |
An Empirical Study on The Motives of Do-it-yourself (DIY) Consumers |
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| YAN Jun,HE Xin.An Empirical Study on The Motives of Do-it-yourself (DIY) Consumers[J].Economic Management,2010(8). |
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| Authors: | YAN Jun HE Xin |
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| Institution: | YAN Jun,HE Xin(School of Management,Huazhong University of Science and Technology,Wuhan,430074,China) |
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| Abstract: | Nowadays DIY is the most popular consumers creative activity.Understanding the characteristics of consumers' DIY and their motives for engaging in DIY is an important prerequisite for customized marketing and product innovation.Based on in-depth interviews and factor analysis,the research found consumers to engage in DIY may come from seven major motivations,they are:recreation and leisure,the expression of mind,unique product requirements,unique experience requirements,improving the image,Response to envir... |
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| Keywords: | DIY activity motivation market segmentation |
| 本文献已被 CNKI 等数据库收录！ |
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