影响消费者购买意向的因素研究  

A Research on Consumers' Willingness to Buy

作　　者：董军[1] 李小华[1] 何存道[2] 

机构地区：[1]湖北医科大学人文学院 [2]华东师范大学心理系

出　　处：《人类工效学》1998年第3期25-28,共4页Chinese Journal of Ergonomics

摘　　要：通过探讨品牌、产地、价格、服务及消费者的知识经验对其产品购买意向的影响，研究结果发现：１．消费者更愿意选择名牌产品。２．消费者更倾向于选择进口产品，３．消费者更乐意选择价低的产品，４．消费者更偏好服务好的产品，５．存在显著的服务、产地、价格三次交互作用，６．消费者选择产品受其知识经验的影响。The article studied the influence of brand,country-of-origin,price and services on consumers'willingness to buy.The results suggested that:one.Consumers perfered famous brand products.two.Consumers trended to choice imported goods.three.Consumers wanted products of low price.four.Consumers perfered products with good services.five.There was a significant interaction among services,price and country-of-origin.six.consumers choose products based on their experience and acknowledge.

关 键 词：消费者 名牌产品 购买意向 服务 价格 偏好 品牌 知识经验 因素研究 倾向 

分 类 号：D923.8[政治法律—民商法学] F713[政治法律—法学]