基于购买行为模式的产品关注与购买意向的销量转化率实证研究  

Empirical Study on Sales Conversion Rate of Product Attention and Buying Intention Based on Purchasing Behavior Model

作　　者：姜晶[1] 杨志勇[2] 

机构地区：[1]东华大学旭日工商管理学院,上海200051 [2]上海大众汽车有限公司,上海201805

出　　处：《上海管理科学》2013年第4期25-30,共6页Shanghai Management Science

摘　　要：随着推销模式AIDA转向体验模式SICAS,追求关注与即时沟通推动了营销策略变革。为探测关注、意向与行为的转化轨迹与转化率,选取汽车品牌的公开数据,运用逐步回归与差分分析进行实证研究。结果显示,关注与意向对销量转化的作用效果显著,但后者的单独解释作用较弱,说明未达成行为的意向可能因一时的广告接触或促销刺激而非基于长期关注。因此,建立在高关注之上的深入沟通方能促进销量转化,且须根据体验模式升级沟通方式。With the AIDA marketing mode switch to the SICAS experience mode, attention pursuing and instant communication promote marketing strategy change. For exploring the conversion trend and conversion rate among the attention, intention and behavior, public data of various brands of automobiles are tested for an empirical research by stepwise regression and differential cryptanalysis. The results indicate that attention and intention have a significant effect on sales conversion. However, the latter with weak independent effect shows that intention which causing inaction behavior is likely for the reason about momentary advertising contact or promotional stimulus rather than long-term concern. Therefore, the further communication with high attention can promote the sales conversion. In addition, according to experience model to upgrade communication is necessary.

关 键 词：购买行为 关注 意向 沟通 转化率 

分 类 号：F27[经济管理—企业管理]