从购物动机到商店选择:中国西北消费者的购物行为探索(英文)

From Motivation to Store Choice: Exploring Northwest Chinese Consumers' Shopping Behavior

虽然中国已经成为世界上最大的消费者市场,但是有关中国消费者的购物行为研究还没有广泛开展,特别是针对中国内地的购物人群而言。本研究探索的是中国西北消费者的购物经历。深度采访显示,那些被访者更多地展现出一种消费者角色,这种角色能够同时满足个人和社会地位需求的购物特征。除此之外,在选择零售商店(购物)时,商品、商店和服务标准也是重要的影响因素。本文为研究中国消费者的商店购买行为提供了参考文献资料,同时也为零售商拓展中国西北市场提供了非常有价值的观点。

Although China has become the largest consumer market in the world, there is limited research on Chinese consumers＇ shopping behavior, particularly shoppers in the inland China. This study explores the shopping experiences of consumers from Northwest China. In - depth interviews reveal that the participants are much more than functional shoppers as they also shop to satisfy personal and social needs. In addition, they use merchandise, store and service criteria to choose among retail stores. The study contributes to the literature on Chinese consumers＇ store patronage behavior and provides valuable insights for retailers aiming to explore the Northwest Chinese market.