突发事件对零售企业顾客购买行为的影响研究  

The Effects of Emergencies on Consumer Purchase Behavior in Retailing

作　　者：李飞[1] 马宝龙[1] 林健[1] 

机构地区：[1]清华大学经济管理学院

出　　处：《南开管理评论》2010年第3期4-11,共8页Nankai Business Review

基　　金：国家自然科学基金重点项目(70532004)子项目资助

摘　　要：近年来社会性突发事件频频发生,给零售企业的经营实践带来极大挑战。本文以2008年的社会性突发事件为例,以北京某百货商场的287名会员顾客作为样本群体,深入研究突发事件对零售企业顾客购买行为的影响,通过研究工作总结出了研究突发事件的一般框架,并发现不同突发事件对零售企业顾客购买行为的影响在时效、对象和内容等方面具有不同特征。最后讨论了研究结论对零售企业管理实践的意义。The frequent occurrence of social emergencies in recent years has brought great challenges for retailers’operation.Despite the proliferation of crisis management in academic marketing literature and companies’practices,there is currently little published research that focuses on the different effects of social emergencies on customer behavior.Most of prior researches are general discussions from the macro level,providing little implication for retailers’operation.To investigate different social emergencies’specific impact on consumer behavior,this paper used a panel data of a shopping center in Beijing and focused on four social emergencies in 2008.The panel data includes purchase data from 287 membership of the shopping center during the period from January of 2005 to December of 2008.This data records the detailed purchases information of each product category（for example,the brand name,the purchase volume,the purchase price and the purchase time）.Firstly,we use the 36 months data from January of 2005 to December of 2007 to predict the normal customer behavior of 2008.Then these estimated values are compared to those observed values of 2008.This enables us to detect the deviations due to the social emergencies happened in 2008.Finally,a framework of social emergency study was developed,and the analysis results can be concluded as follow：（1）Different social emergencies’impact on consumer purchasing behavior are different and mainly reflected the changes in the amount of money spent and the adjustment of purchas- ing time;（2）Different social emergencies’impact on consumer purchasing behavior are different from the time effect view,while single social emergency’s impacts on consumer purchasing behavior are also different for different stages;and（3）The most-influenced population of consumers are different between social emergencies.In a word,the effects of emergencies on consumer purchasing behavior in retail stores are different between emergencies in several dimensions, including t

关 键 词：突发事件 零售企业 顾客购买行为 

分 类 号：F721[经济管理—产业经济] F274