下沉市场中的“互联网+”预售行为研究  

Research on“Internet+”Pre-sale Behavior in Sinking Market

作　　者：何明慧 包文夏 HE Ming-hui;BAO Wen-xia(Guangdong Neusoft University,Foshan,Guangdong 528200)

机构地区：[1]广东东软学院,广东佛山528200

出　　处：《江苏商论》2022年第9期3-5,23,共4页Jiangsu Commercial Forum

基　　金：2019年广东省普通高校青年创新人才类项目“下沉市场中的互联网+预售策略研究”(编号:2019WQNCX136)。

摘　　要：通过较发达城市与下沉市场的对比,本文探讨了下沉市场消费者对于参与“互联网+”预售行为的意愿及行为,并讨论了消费者决策风格在其中的作用。研究发现,相对于较发达城市,下沉市场消费者参与预售购物的意愿较低,且参与预售购物的意愿受到决策困扰和完美风格属性的影响。但较发达城市和下沉市场消费者的预售购物价格无显著差异,对了解下沉市场消费者的消费特征和预售模式的进一步推进有一定借鉴意义。Through the comparison between more developed cities and sinking markets,this paper discusses the willingness and behavior of consumers in sinking markets to participate in“Internet+”pre-sale behavior,and discusses the role of consumer decisionmaking style in it.The study found that compared with more developed cities,the willingness of consumers in sinking markets to participate in pre-sale shopping is lower,and the willingness to participate in pre-sale shopping is affected by decision-making troubles and perfect style attributes.However,there is no significant difference in the pre-sale shopping prices of consumers in more developed cities and sinking markets,which has certain reference for understanding the consumption characteristics of consumers in sinking markets and the further promotion of pre-sale models.

关 键 词：下沉市场 “互联网+” 预售 消费决策风格 

分 类 号：F713.36[经济管理—产业经济]