基于策略和短视消费者行为差异分析购买行为  

Analysis of Purchasing Behavior Based on Strategy and Short-sighted Consumer Behavior Differences

作　　者：李欣 国琳 Li Xin;Guo Lin(School of Economics and Management,Changchun University of Science and Technology,Changchun 130022)

机构地区：[1]长春理工大学经济管理学院,长春130022

出　　处：《北方经贸》2020年第8期65-69,共5页Northern Economy and Trade

基　　金：国家社会科学基金项目青年项目(19CGL024)。

摘　　要：探究社会化网络和体验经济时代背景下,策略消费者和短视消费者行为的差异对预测消费者购买行为的影响,对促使消费者效用最大化、提高消费者购买意愿具有重要意义。从双向深度互动出发,剖析社会化网络环境下,消费者在线购买意愿的影响因素,通过调查问卷的方法,收集数据,进行数据分析。基于社会化网路,双向深度互动对策略消费者存在正向的影响,且在线评论对消费者购买意愿存在调节作用。In the context of the social network and experience economy era,the differences between strategic consumer and short-sighted consumer behavior on predicting consumer purchasing behavior is of great significance for maximizing consumer utility and increasing consumer willingness to buy.Starting from two-way in-depth interaction,it analyzes the influencing factors of consumers’willingness to purchase online in the social network environment,collects data and conducts data analysis through questionnaires.Based on the social network,two-way deep interaction has a positive impact on strategic consumers,and online reviews have a moderating effect on consumer purchase intentions.

关 键 词：策略消费者 短视消费者 社会化网络 双向深度互动 口碑传播 

分 类 号：F274[经济管理—企业管理]