影响消费者购买意向的因素研究

A Research on Consumers' Willingness to Buy

通过探讨品牌、产地、价格、服务及消费者的知识经验对其产品购买意向的影响，研究结果发现：１．消费者更愿意选择名牌产品。２．消费者更倾向于选择进口产品，３．消费者更乐意选择价低的产品，４．消费者更偏好服务好的产品，５．存在显著的服务、产地、价格三次交互作用，６．消费者选择产品受其知识经验的影响。

The article studied the influence of brand,country-of-origin,price and services on consumers'willingness to buy.The results suggested that:one.Consumers perfered famous brand products.two.Consumers trended to choice imported goods.three.Consumers wanted products of low price.four.Consumers perfered products with good services.five.There was a significant interaction among services,price and country-of-origin.six.consumers choose products based on their experience and acknowledge.