标题:
基于公平理论的消费者购买行为分析Analysis of Consumer Purchase Behavior Based on Equity Theory
作者:
裘晓东, 姜辉
关键字:
公平理论, 公平感知, 产品感知, 服务感知, 购买行为Equity Theory; Perceived Justice; Product Perception; Service Perception; Purchase Behavior
期刊名称:
《Modern Marketing》, Vol.1 No.3, 2011-11-29
摘要:
本文以亚当斯的公平理论为基础,分析了影响消费者的购买行为发生的因素,即只有当消费者对其购买过程的感知是公平的时候,消费者的购买行为才会发生,而影响这种感知的因素主要包括两方面:产品感知和服务感知。进而对企业如何引导消费者购买行为的发生提出了一些策略建议。
Factors affecting consumer purchase behavior were analyzed in this article based on Adams equity theory, namely consumer purchase behavior occurred only when they had perceived justice on purchase be- havior, which was effected by two factors—product perception and service perception. Furthermore, puts for- ward some policies and suggestions for enterprise on how to guide the occurrence of consumer purchase be- havior.