购买行为模式探析——一个行为主义的视角

【摘要】 购买行为模式是市场营销研究的一个重要内容。由于视角不同,人们概括出了不同的购买行为模式。在我国影响较大的是Kotler模式,其建立的依据是行为主义心理学。然而,对Kotler模式学界尚有模糊认识。行为主义分新旧两种,他们提出了三种行为模式,Kotler模式是其中之一。三种购买行为模式对市场营销都有一定的指导价值。更多还原

【Abstract】 The model of purchase is important part of marketing study.There are many deferent views about the model of purchase because of deferent scholar.Kotler’s model is popular in our country,it is based on Behaviorism.But we have incorrect knowledge on Kotler’s model.Behaviorism can divided into two classes,they found out three model of behavior,Kotler’s model is only one of them.These theories can help marketers do their work well.更多还原