实用购买行为的佛家文化价值观因素分析——概念界定、度量、建模和营销策略建议

Utility Buyer Behavoir Based on Bouhdist Cultural Values;Conceptual Refinement, Measures, Model and Strategic Suggestions

本文从研究消费者购买行为的角度,尝试创建与之相关的佛家价值观度量体系,构建基于佛家文化价值观动因的消费者购买行为分析模型,并对实用型购买行为进行实证分析。研究结果显示,该模型的信度和效度有意义,本文创立的佛家文化价值观度量体系能够在一定水平上诠释实用型购买模式。

Traditional Chinese Values are mainly grounded in three philosophies: Confucianism, Taoism, Buddhism. The aim of this article is to present the development and validation of a scale, taping the values of Boudhism. Cosmetics purchase has been chosen as validity criterion. A causal model was built. The scale offers good criterion validity. Boudism predicts the utility buyer behavior.