金融危机对零售企业顾客购买行为的影响研究

The Effects of Financial Crisis on Consumer Purchase Behavior in Retailing

美国次贷危机引发的全球性金融危机已使得各国的消费市场受到了巨大影响,其不仅会对实体经济产生影响,也会对消费者心理和行为产生影响。本文以北京某百货商场的287名会员顾客作为样本群体,分析了金融危机期间零售企业顾客购买行为的变动,通过研究发现金融危机不仅从整体层面影响了顾客购买金额,同时发现不同的顾客对金融危机的反应是是有差异的,这种差异主要表现在产品类别选择和总量选择等方面。最后讨论了研究结论对零售企业经营实践的意义。

Financial Crisis has brought great challenges for retailing.It not only influence on the real economy,but also impact on consumer Psychology and consumer behavior.This paper analyzes the effect of financial crisis on consumer purchase behavior by using the scan data of a shopping mall in Beijing.The results show that customers' monetary declined during the financial crisis and the effects of financial crisis on customers are different.The management implications for retailing are discussed.