基于购买决策效用模型的消费者购买意向研究  

Research on Consumer Purchase Intention Based on Purchase Decision Utility Model

作　　者：王东山[1] WANG Dongshan(Business School,Shunde Polytechnic,Foshan,Guangdong 528300)

机构地区：[1]顺德职业技术学院商学院,广东佛山528300

出　　处：《贵州商学院学报》2022年第1期30-41,共12页Journal of Guizhou University Of Commerce

基　　金：广东省哲学社会科学规划项目“大众消费时代消费者购买决策系统:基于参照点的模型构造和运作机理研究”(GD17CGL08)。

摘　　要：如何寻找有效的测度方法来预知消费者的购买意向,是企业在激烈的市场竞争中亟待解决的问题。本研究基于前景理论和多属性效用理论,建立以商品属性满意度为变量的消费者购买决策效用模型,通过计算消费者购买决策的商品效用测度消费者的购买意向。并利用消费者购买决策过程中的实测数据,检验购买决策效用模型测度消费者购买意向的有效性。研究表明,购买决策效用模型能有效测度消费者的购买意向,为企业预知商品的销售能力和市场竞争能力提供可靠的测度方法。How to find an effective measurement method to predict the purchase intention of consumers is an urgent problem for enterprises to solve in the fierce market competition.Based on the prospect theory and the multi-attribute utility theory,this paper built a consumer purchasing decision utility model with commodity attribute satisfaction as a variable,and measured the purchase intentions of consumers by calculating the commodity utility of consumers′purchase decision.Moreover,data acquired during consumers′decision-making was used to test the effectiveness of the purchase decision utility model to measure the purchase intentions of consumers.The result shows that the purchase decision utility model can effectively measure the purchase intentions of consumers,and provide a reliable measurement method for enterprises to predict the sales capabilities and competitiveness of commodities.

关 键 词：商品属性满意度 购买决策 商品效用 购买决策效用模型 

分 类 号：F713.55[经济管理—市场营销]