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消费者行为一直是营销学者非常感兴趣的领域。根据消费者行为受外界影响的程度,其行为分为:计划购买,冲动性购买、强迫性购买。冲动性购买、强迫性购买明显受到购物环境影响。本文探讨这两种行为的差异和共性,尝试把两者有机结合起来,建立相应的营销模式。
Consumer behavior has always been a very interesting area for marketing scholars. According to consumer behavior affected by the extent of the outside world, its behavior is divided into: planned purchases, impulsive purchases, compulsive purchases. Impulsive purchases, compulsive purchases are obviously affected by the shopping environment. This article explores the differences and commonalities of these two behaviors and tries to combine the two together to establish the corresponding marketing model.