摘要
现代商业的发展为消费者提供了琳琅满目的商品,如何使企业的产品进入消费者考虑购买的范围之内就成为营销者们关注的热点问题。消费者具有的知识对其购买决策具有重要的影响,但是这些知识当中哪些会扩大消费者的选择范围,哪些会缩小消费者的选择范围呢?这对不同企业进行有选择的与消费者沟通具有重要意义。本文在前人研究的基础上将消费者的产品知识细化为主观知识、非具体和具体的客观知识,并通过在MP3行业收集的数据论证并检验了主观知识、非具体知识和不同类型的具体知识对消费者激活大小的影响。
Modern commercial provides consumers with full of beautiful products. How to make a brand into the consumers＇ consideration becomes important issue for marketers. Consumers＇ product knowledge affects decision making powerfully. Which knowledge can widen the consideration？ And which knowledge can lessen the consideration？ This is important for firms to communicate with consumers. Based on the existing researches, this paper tests the effect of subjective knowledge, general product objective knowledge and specific product objective knowledge on the size of evoked sets.
出处
《预测》
CSSCI
2007年第1期12-20,共9页
Forecasting
基金
国家自然科学基金资助项目(70472061)
