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消费者在购买商品的决策中,常常会受各种各样因素的影响,诸如购物环境、“上帝情结”、消费者自身的“难言之隐”以及陪购烦躁等消费情感上的不适,由此产生消费“情感风险”,并直接或间接影响其消费行为,左右他们的消费决策,使购买意愿发生变化。 消费“情感风险”,将带来商家的“营销风险”,使很多本可到手的生意失之交臂。因此,追求成功营销的商家,都必须
Consumers in the purchase of goods in the decision-making, often subject to a variety of factors, such as the shopping environment, “God complex,” the consumer’s own “unspeakable” and the purchase of irritability and other consumer emotional discomfort, resulting Consumption “emotional risk”, and directly or indirectly affect their consumer behavior, so that their consumer decisions, the purchase intention to change. Consumption “emotional risk”, will bring business “marketing risk”, so many can hand over the business missed. Therefore, the pursuit of successful marketing business, must be