消费者行为的影响因素理论.docxVIP

消费者行为的影响因素理论

目录

1.内容概要................................................3

1.1研究背景.............................................3

1.2研究目的与意义.......................................4

1.3研究方法与过程.......................................5

2.消费者行为理论概述......................................6

2.1消费者行为定义.......................................7

2.2消费者行为理论发展历程...............................9

3.消费者行为影响因素.....................................10

3.1内在因素............................................12

3.1.1心理因素........................................13

3.1.2个人经济状况....................................14

3.1.3社会文化背景....................................15

3.2外在因素............................................17

3.2.1市场营销因素....................................17

3.2.2环境因素........................................18

4.主要消费者行为影响因素理论.............................20

4.1偏好理论............................................21

4.1.1偏好形成机制....................................22

4.1.2偏好影响消费者选择..............................24

4.2心理账户理论........................................24

4.2.1心理账户定义....................................26

4.2.2心理账户与消费行为..............................26

4.3消费者期望理论......................................28

4.3.1期望理论概述....................................28

4.3.2期望理论对消费者行为的影响......................29

5.中国消费者行为特殊性分析...............................30

5.1中国消费者文化背景..................................32

5.2中国消费者经济状况..................................33

5.3中国消费者行为特点..................................35

6.消费者行为影响因素的实证研究...........................37

6.1研究设计............................................39

6.2研究方法............................................39

6.3结果与分析..........................................40

7.提升消费者满意度的策略.................................42

7.1产品策略............................................43

7.2价格策略............................................44

7.3促销策略..................................