现代市场营销

Vol.1 No.3 (November 2011)

基于公平理论的消费者购买行为分析
Analysis of Consumer Purchase Behavior Based on Equity Theory

 

作者:

裘晓东 , 姜辉

 

关键词:

公平理论公平感知产品感知服务感知购买行为Equity Theory Perceived Justice Product Perception Service Perception Purchase Behavior

 

摘要:

本文以亚当斯的公平理论为基础,分析了影响消费者的购买行为发生的因素,即只有当消费者对其购买过程的感知是公平的时候,消费者的购买行为才会发生,而影响这种感知的因素主要包括两方面:产品感知和服务感知。进而对企业如何引导消费者购买行为的发生提出了一些策略建议。

Factors affecting consumer purchase behavior were analyzed in this article based on Adams equity theory, namely consumer purchase behavior occurred only when they had perceived justice on purchase be- havior, which was effected by two factors—product perception and service perception. Furthermore, puts for- ward some policies and suggestions for enterprise on how to guide the occurrence of consumer purchase be- havior.

文章引用:

裘晓东 , 姜辉 (2011) 基于公平理论的消费者购买行为分析。 现代市场营销, 1, 60-62. doi: 10.12677/mom.2011.13012

 

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