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零售场合顾客浏览行为的动因及结果研究 被引量:2

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摘要 浏览行为是顾客在零售场合普遍发生了的一种不是以直接购买为目的的信息搜寻行为。我们认为,情景因素、购物享乐主义以及顾客对零售场合态度等前因变量分别对两类浏览行为产生影响,而浏览行为可能导致顾客获取更多知识、发生冲动性购买、提升购物体验、增加花费时间、改善自身情绪以及重新认识需求等积极的结果。基于以上认识,本文构建了同时包含两种类型店内浏览行为之前因和结果的概念性模型,并考虑了陪伴的调节作用。最后,提出了若干激发顾客店内浏览以促进销售的针对性建议。
作者 张运来
出处 《开发研究》 CSSCI 北大核心 2009年第5期118-120,共3页 Research On Development
基金 国家自然科学基金项目"服务情境下顾客-企业认同机理及其过程管理研究" 项目编号:70702014
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