消费者决策型态的产品信号组合解构  

An Explanation of the Product Signal Mix of Consumer Decision-making Styles

作　　者：宋思根[1] 张莹[1] 

机构地区：[1]安徽财经大学商务学院,安徽蚌埠233030

出　　处：《经济经纬》2010年第1期101-105,共5页Economic Survey

基　　金：教育部人文社会科学一般项目(07JA630087);安徽省高校自然科学研究重点项目(KJ2008A109);安徽省学术和技术带头人后备人选资助项目(2009)

摘　　要：消费决策型态体现了消费者的决策个性,是消费者识别和选购商品的一般心理定位,而信息经济学认为消费者与企业之间形成委托-代理关系,产品信号对消费者认知价值具有重要作用。不同决策个性的消费者对产品信号组合的反应不同,数据显示:完美主义、忠诚习惯、新潮时尚、决策依赖和品牌认知五种消费者决策型态与组合态下的产品质量、价格、功能、品牌、款式等信号存在显著关系。Consumer decision - making styles embody consumers＇ decision -making personalities and are the general psychological positioning for consumers to identify and choose commodities. According to information economics, the principal - agency relationship is formed between consumers and enterprises, and product signals have great influence on the cognition of consumers. Consumers with different decision - making personalities have different reactions to product signal mix. The data show that the five consumer decision - making styles of perfectionism, brand - loyalty orientation, novelty - fashion consciousness, decision - making dependence and brand consciousness have significant relationship with the product signals of quality,price,function,brand and style in the mixed style.

关 键 词：消费者决策型态 产品信号 信号组合 委托代理 

分 类 号：F713.55[经济管理—市场营销]