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本文以Fishbein理性行为模型为基础,从消费认同视角研究了我国消费者购买意向的影响因素。通过选取群体所属感、身份紧张感和个性化三个反映消费认同作用机制的变量取代理性行为模型中主观规范变量,形成消费认同视角下的理性行为修正模型。本文以消费者购买小汽车的消费行为为例,通过问卷调查对原有模型和修正模型进行比较,分析结果表明,修正后的模型对数据的拟合度比原有模型要好,从而建立了基于消费认同视角的消费者购买意向模型。
Based on Fishbein’s rational behavior model, this paper studies the influencing factors of Chinese consumers’ purchase intention from the perspective of consumer identity. By choosing the variables of group belonging, identity tension and individualization, the three variables that reflect the mechanism of consumer identification function replace the subjective norms variables in the rational behavior model to form a rational behavior modification model from the perspective of consumer identification. In this paper, the consumer behavior of buying a car is taken as an example. The original model and the revised model are compared by questionnaire survey. The results show that the modified model has better fitting data than the original model, Consumers’ Intention to Purchase Model from the Perspective of Consumption.