消费者促销惰性形成机理和影响因素——基于扎根理论的探索性研究被引量：1

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摘要消费者促销惰性对企业具有重要影响。加强促销效果,减少消费者转向消费者促销惰性已成为一个需要解决的重要课题。通过深度访谈,应用扎根理论探究消费者促销惰性形成机理和影响因素。本文研究发现,促销心理意识、消费者自身情况、商家情况、购买环境、消费者关系人、竞争对手情况、社会环境这7个主范畴对消费者促销惰性存在显著影响,而它们影响消费者促销惰性的方式并不一致,且得出了消费者促销惰性的影响因素模型。本文的研究可为企业完善促销以转变消费者促销惰性提供针对性的思路和实施路径。

作者胡克南

机构地区中山大学管理学院

出处《中国管理信息化》 2016年第2期101-103,共3页 China Management Informationization

关键词促销惰性情境变量扎根理论

分类号 F274 [经济管理—企业管理]

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