论文部分内容阅读
把价值观作为消费行为的重要影响因素和市场细分变量,其前提就是要开发和运用价值观量表来测量消费者的价值观,但目前学者们开发的主要是总体价值观量表。根据总体价值观量表在解释和预测消费行为方面存在的问题及其原因,首先,应着重开发消费领域的价值观量表及不同产品领域的价值观量表;其次,应在明确所要分析的消费行为内容的基础上开发量表,即在应用导向下开发量表;最后,要从目标价值观和信号价值观两个方面来开发量表,而目前开发信号价值观量表是最具有挑战性的。
The value of consumer behavior as an important factor and market segmentation variables, the premise is to develop and use the value of the scale to measure the values of consumers, but scholars are currently developing mainly the overall value scale. According to the total value of the scale in explaining and predicting consumer behavior problems and their causes, first of all, should focus on the development of consumer value scales and different product areas of the value of the scale; Second, should be clear about the consumer behavior to be analyzed Based on the development of scales, that is, the application-oriented development scale; Finally, from the target values and signal values to develop the scale from two aspects, and the current development of the signal value scale is the most challenging.