摘要
大学生作为一个特殊的消费群体,其消费行为具有明显的趋向性。基于对文献的梳理,本文设计了购买行为及其影响因素的理论模型并提出假设,实证分析后得到研究结论。结论表明:服务与口碑以及价格对大学生水果购买的两种行为均有显著影响;水果外在特征对水果因素驱动的购买行为有显著影响,对商家因素驱动的购买行为无显著影响;水果内在特征对大学生水果购买的两种行为均无显著影响。针对研究结论给出合理解释并向商家提出保证质量、控制价格等对策建议。
As a special group of consumers,the consumption behavior of college students has an obvious tendency.Based on the review of literatures,this paper designs a theoretical model for their purchase behaviors and its influencing factors,and puts forward hypotheses,and then gives a conclusion after carrying out an empirical analysis.The conclusion shows that service and public praise as well as price have a significant effect on college students' two kinds of fruit purchase behavior; External characteristics of fruit have a significant effect on purchase behavior driven by fruit factors,but it has no significant effect on purchase behavior driven by merchant factors; Intrinsic characteristics of fruit have no significant effect on college students' two kinds of fruit purchase behavior. On this basis,it gives a reasonable explanation of the research conclusions and puts forward some suggestions for merchants to ensure quality,control price and so on.
作者
操鑫
CAO Xin(College of Business Administration, Anhui University of Finance and Economics, Bengbu 233030, Chin)
出处
《长春大学学报》
2018年第5期9-13,共5页
Journal of Changchun University
基金
教育部大学生创新创业训练计划项目(201710378145)
关键词
购买行为
服务与口碑
价格因素
水果特征
purchase behavior
service and public praise
price factors
fruit characteristics