| 消费者混淆研究文献综述 |
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| 引用本文： | 沈元平.消费者混淆研究文献综述[J].山西财政税务专科学校学报,2011,13(5):56-60. |
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| 作者姓名： | 沈元平 |
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| 作者单位： | 浙江财经学院,浙江杭州,310002 |
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| 摘 要： | 消费者混淆已经成为营销领域的一个新课题。国外不少学者对消费者混淆进行了相关研究,而国内学者对消费者混淆的研究还比较少。目前学术界对消费者混淆的内涵还没有形成一致看法。为深入探讨消费者混淆相关理论,本文分别从消费者混淆的概念、来源、维度、影响因素及相关理论模型等方面来系统梳理和分析现有相关文献,并在此基础上对未来研究提出展望。
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| 关 键 词： | 消费者混淆 影响因素 理论模型 |
On Consumer Confusion Research |
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| SHEN Yuan-ping.On Consumer Confusion Research[J].Journal of Shanxi Finance and Tax College,2011,13(5):56-60. |
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| Authors: | SHEN Yuan-ping |
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| Institution: | SHEN Yuan-ping(Zhejiang University of Finance & Economics,Hangzhou 310002,China) |
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| Abstract: | Consumer confusion has become a new topic in marketing industry.Many foreign scholars have now begun the research of it,but only a few of domestic scholars study it.Currently,academic circle both home and abroad can't come to the same opinion about the definition of consumer confusion.The paper analyzes related theories and proposes the vision of the future study. |
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| Keywords: | consumer confusion effect factors theory model |
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