消费者动机导致购买行为的制约因素

Influential Factors on Customer′s Buying Behaviors Caused by Customer′s Motivations

在消费者购买行为的产生过程中,需要和动机占有特殊、重要的地位。文章从分析制约消费者动机导致购买行为的主要因素,即消费者资源、购买动机的强度、消费者的综合价值判断,以及参照群体的压力等出发,认为营销主体应认真分析营销活动中这些因素的具体情况,制定出切实有效的营销策略,以使消费者的购买动机更容易导致营销主体所期望的购买行为,从而认为分析制约消费者动机导致购买行为的因素具有重要的理论和现实意义。

In customer＇s buying process,demands and motivations play particular and important roles. This paper thinks that it is an important theory and has realist interests to study the motivation factors that limit customer＇s buying behaviors. These factors are ： firstly, the customer＇s resource; secondly, the strength of customer＇s buying motivations ; thirdly, the customer＇s in- tegrated value judgment ; and at last the pressures from other referents. The seller should analyse these factors thoroughly in the special marketing activities, and then make successful strategies to stimulate customer＇s buying behaviors.