消費者態(tài)度與產(chǎn)品類別對沖動購買的影響.pdf

1、華中科技大學碩士學位論文消費者態(tài)度與產(chǎn)品類別對沖動購買的影響姓名：馮登申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：景奉杰20090501II華中科技大學碩士學位論文華中科技大學碩士學位論文AbstractFourcountryconsumerbehaviresearchbeganrelativelylatetherewerealittleofresearchaboutthisarealdirectlyusingoffeignresults

2、hadmanyproblemsthusaccdingtotheexistingtheyofimpulsivebuyingitwasnecessarytocarryoutempiricalstudiesofdomesticconsumers.Studieshaveshownthat:consumerattitudesplayedarolebefeconsumerfmedpurchaseintentionagreementofconsume

3、rattitudeseasiertohaveapositivepurchaseintentionProduct’sattributewasthemostimptantdrivingfceofconsumerstotakethebuyingbehavievaluationofitsattributewasthemostdirectthemainfactstoaffectconsumer.Thisstudywillexpletheeffec

4、tofconsumerattitudesproductcategiesonimpulsivebuying.Inthispaperacomparativeanalysisofdifferentattitude’sconsumersexperiencedthedifferenttypesofproductswhetherthelevelofimpulsebuyingweredifferent.Theassumptionofthisstudy

5、basedontheeticalanalysisvalidatedthroughempiricalresultswere:WomenfocusonemotionalconsumerattitudemenfocusonpracticalattitudeWhenshoppingholdingemotionalattitude’sconsumersweremeimpulsivethanthepracticalonesHoldingemotio

6、nalattitude’sconsumersweremeimpulsivethanthepracticaloneswhowereexposuretoahedonicproductHoldingpracticalattitude’sconsumerswerenotmeimpulsivethantheemotionaloneswhowereexposuretoautilitarianproductFtheemotionalconsumers

7、encounteredahedonicproductweremeimpulsivethanencounteredautilitarianproductFthepracticalonesencounteredautilitarianproductwerenotmeimpulsivethanencounteredahedonicproduct.Keywds:ConsumerattitudesProductcategiesImpulsiveb