基于消费者风险态度的赋权价值购买模型被引量：5

Empower Value Purchasing Model Based on Consumer Venture Attitude

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摘要消费者在进行购买决策时,会在得与失之间进行权衡,即感知利得和感知风险会同时出现。在过去的消费者行为研究中,营销重点是放在增加消费者利得方面,对感知风险研究较少,本文同时考虑消费者感知利得和风险,并引入风险态度作为权重,构建了赋权价值购买模型,实证研究结果表明赋权价值购买模型可以更好的预测消费者的购买意愿。 Consumer will count the cost when making purchase decision, namely perceived benefit and perceived risk will appear simultaneously. Most former studies pay attention to increasing consumer＇s perceived benefit. This paper considers perceived benefit and perceived risk simultaneously, and puts forward evaluation value model based on venture attitude. This model can forecast consumers＇ purchase intent better.

作者高海霞

机构地区杭州电子科技大学管理学院

出处《中大管理研究》 2010年第1期118-130,共13页 China Management Studies

基金浙江省自然科学基金项目:基于感知心理的浙江省消费者品牌转换行为研究(Y607098)

关键词风险态度购买意愿感知价值感知风险 venture attitude, purchase intent, perceived value, perceived risk

分类号 F224 [经济管理—国民经济] F274 [经济管理—企业管理]

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参考文献21

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