市场营销-防脱发产品的购买影响因素论文.docx

防脱发产品的购买影响因素 【摘要】近年来,中国脱发人群规模急速增加，脱发日趋年轻化，防脱发产品市场需求旺盛，针对这一现象，本文采用了情景实验的方法，设计了为自己购买和为父母购买两个消费场景，探讨品牌、价格和购买渠道这三个产品外部属性对于购买意愿的影响。数据分析结果显示，当消费者为自己购买时，更愿意购买低价防脱发产品，且会受到品牌和购买渠道的影响。而且品牌与购买渠道对消费者的购买意愿产生显著的交互作用，即消费者喜欢在线下店铺为自己购买不知名品牌的防脱发产品，网络购物时喜欢为自己买知名品牌的防脱发产品。而在为父母购买防脱发产品的情境下，消费者倾向于购买不知名品牌的产品，而且还会受到价格和购买渠道的影响。 【关键词】防脱发产品；购买意愿；产品外部属性  Factors influencing the purchase of hair loss prevention products [Abstract] In ?recent years, China has a sharp increase in hair loss population scale increasingly younger hair loss, hair loss products market demand, in reaction to the phenomenon, this article adopts the method of the scene experiment, designed to buy for yourself and for the parents to buy two consumption scenarios, discuss price brand and purchase channels of the three products external attribute effects on purchase intention of the research results show that for themselves to buy hair loss products, under the situation of consumers prefer to buy cheap products, and the preferences are influenced by the brand and purchase channels Moreover, the interaction between the brand and the purchase channel to consumers purchase intention is extremely significant, that is, consumers like to buy anti-hair loss products of unknown brands in offline stores, and they like to buy anti-hair loss products of well-known brands for themselves when shopping online, while they buy anti-hair loss products for their parents. [Keywords] Hair loss product Purchase intention External product attributes 目 录 TOC \o 1-3 \h \z \u 1 引言 1 1.1 研究背景 1 1.2 研究内容 2 1.3 研究意义 2 2 文献综述 4 2.1 消费者购买影响因素 4 2.1.1价格影响消费者的购买行为 4 2.2.2品牌影响消费者的购买行为 4 2.2.3购买渠道影响消费者的购买行为 6 2.2 相关概念及行业产品现状 7 2.2.1 脱发 7 2.2.2 防脱发产品 7 3 研究方法 10 3.1 价格预调查 10 3.2 设计问卷 11 3.3 问卷搜集 11 4 研究模型 13 5 实证分析 15 5.1 场景一：为自己购买防脱发产品 15 5.1.1 样本描述 15 5.1.2 分析和结果 16 5.1.3 小结 18 5.2 场景二：为父母购买防脱发产品 19 5.2.1 样本描述 19 5.2.2 分析和结果 20 5.2.3 小结 22 5.3 共同点与不同点 22 6 结论与建议 2