【作者】 董大海； 杨毅； 强勇；

【Author】 Dong Da-hai Yang Yi Qiang Yong (Leadi Marketing Institute, School of Management , Dalian University of Technology, Dalian 116024, China)

【机构】 大连理工大学管理学院；

【摘要】 顾客购买行为倾向的研究对企业的营销管理是非常必要的,但目前对其进行预测的方法和工具较为缺乏。本文在文献回顾的基础上,引入情感变量对ChoiceBased方法进行改进,给出了测量顾客购买行为倾向的方法,进而提出顾客心理份额的概念。最后以实例指出了顾客购买行为倾向研究的管理意义。更多还原

【Abstract】 The research of Customer Purchasing Behavior Tendency (CPBT) is very necessary. However, the method and instrument used to measure CPBT is lacking presently. First this paper reviews the existing literatures, and then improves the Choice Based Method based on the Attitude Consistency Model by attaching Emotion Variance, After that the concept of Customer Intention Share is put forward, finally the authors point out the signification and limitation of CPBT by an example.更多还原