基于消费者黑箱个人因素驱动的购买行为分析——以茂名零售业为例

A Behavior Analysis on How Personal Factors Influence Consumers' Buying-decisions——Taking the Retail Industry in Maoming as an Example

消费者购买决策过程中受较多因素影响,有外因,有也内因;其中,个人因素作为看不见的部分,对购买决策有着较大影响。文章以茂名地区零售业为例,研究了消费者黑箱理论中个人因素,即性别、年龄、收入等因素,对其消费者实施购买行为中的内在驱动影响。文章立足于当地市场进行了调查和实证研究,籍此对当地零售业的创新发展提出建议。

Upon making buying - decisions, consumers are influenced by several internal or external factors. Of all these factors, personal factors are comparatively more impacfful on the decision - making process. This article thus aims to study, on the basis of the Black - box Theory, how personal factors like gender, age, income internally affect consumers＇ decision when they purchase. To exemplify such a study, this article has taken the retail industry in Maoming as an instance. Throngh empirical researches, I intend to offer constructive ad- vices concerning how this regional retail industry could better innovate and develop.