基于计划行为理论的早期大众购买行为产生机理研究  

Study of Generating Mechanism of Early Majority Purchase Behavior Based on Theory of Planned Behavior

作　　者：杨强[1] 董泽瑞 

机构地区：[1]天津理工大学管理学院,天津300384

出　　处：《大连理工大学学报（社会科学版）》2015年第1期70-76,共7页Journal of Dalian University of Technology(Social Sciences)

基　　金：国家自然科学基金项目:"网店环境线索对消费者愉快和唤起情感的影响"(71302004);天津市哲学社会科学研究规划项目:"天津市科技小巨人企业持续创新动力机制研究"(TJYY13-036)

摘　　要：文章基于计划行为理论构建结构方程模型,对早期大众购买行为产生机理进行研究,验证了购买意愿的中介作用和购买意愿向购买行为转化过程中情境因素的调节作用。实证研究结果表明:行为态度的工具性态度和主观规范的示范性规范通过购买意愿的部分中介作用对购买行为产生正向作用;知觉行为控制的自我效能通过购买意愿的完全中介作用正向影响购买行为;营销因子、时间因子、物质因子、互动因子在购买意愿对购买行为的影响关系中起到正向的调节作用。The study conducts a research on the generating mechanism of early majority purchase behavior ,and tests the mediating role of the purchase intention and the regulatory role of the situation factors in the conver‐sion process of purchase intension to purchase behavior ,by developing a structural equation model based on the theory of planned behavior .The empirical results show that instrumental attitude of behavioral attitude and demonstration standard of subjective norm have a positive effect on purchase behavior through part mediating role of purchase intention ;self‐efficacy of perception behavior control has a positive effect on purchase behavior through entire mediating role of purchase intention ,and sale factor ,time factor ,material factor and interaction factor play positive regulating roles in the relationship of purchase intention to purchase behavior .

关 键 词：计划行为理论 早期大众 购买意愿 产生机理 

分 类 号：F713.50[经济管理—市场营销]