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影响消费者购买渠道选择的多因素心理分析 被引量:3

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摘要 消费者在新兴的多渠道营销环境下表现出的是更加复杂的购买行为。从消费者心理角度出发,重点分析了纯经济性目标、消费体验目标、追求角色满足感的目标、社会交往目标如何影响消费者在购买过程中对于渠道的选择。希望能够有助于企业更好地理解消费者渠道选择行为背后的心理意义,从而更有效地制定和实施多渠道营销策略。
作者 于芬芬 刘瑜
出处 《现代商贸工业》 2011年第10期110-111,共2页 Modern Business Trade Industry
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同被引文献29

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