基于企业和消费者视角的消费者行为模式感知比较研究

Comparative Study on Perception for Consumer Behavior Based on Enterprises and Consumers

基于对企业和消费者视角的消费者行为模式的比较研究,提出了企业和消费者视角的消费者行为模式模型,并通过构建结构方程,证明企业感知的消费者行为模式与消费者的实际行为模式在负荷和路径上均存在差异.

In the customer oriented market, modes of consumer behavior are the most important resources for enterprises in competition. However, inaccuracy and instability of perception for consumer behavior are caused by complexity of consumer behavior. Comparations and conceptual models based on enterprises and con- sumers are studied in this thesis, and structural equations are developed to find out the differences between the consumer behavior modes of enterprises and consumers.