摘要
顾客购买行为倾向的研究对企业的营销管理是非常必要的,但目前对其进行预测的方法和工具较为缺乏。本文在文献回顾的基础上,引入情感变量对ChoiceBased方法进行改进,给出了测量顾客购买行为倾向的方法,进而提出顾客心理份额的概念。最后以实例指出了顾客购买行为倾向研究的管理意义。
The research of Customer Purchasing Behavior Tendency (C PBT) is very necessary. However, the method and instrument used to measure CPBT is lacking presently. First this paper reviews the existing literatures, and the n improves the Choice Based Method based on the Attitude Consistency Model by at taching Emotion Variance, After that the concept of Customer Intention Share is put forward, finally the authors point out the signification and limitation of C PBT by an example.
出处
《预测》
CSSCI
2005年第3期19-24,共6页
Forecasting
基金
国家自然科学基金资助项目(70472061)
