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中国的经济改革使得中国市场成为历史上最大的消费行为研究的实验场。本文应用关于中国消费行为的肯特尔模式,提出中、美消费者在评价与选择零售商店时存在的差别的假设,用综合分析法分析中美消费者的决策。结论表明,中国消费者比美国消费者更强调商店的地理位置和售货员态度,而不大重视商店的退货办法,美国消费者则出乎予料地比中国消费者更注重商品质量。
China’s economic reforms have made the Chinese market the largest experimental field for consumer behavior research in history. This paper applies the Kentar model of consumer behavior in China, and puts forward the assumption that consumers in China and the United States are different when evaluating and selecting retail stores, and uses comprehensive analysis to analyze the decision-making of consumers in China and the United States. The conclusion shows that Chinese consumers place more emphasis on the geographical location and salesman’s attitude than stores in the United States. They do not place much emphasis on store returns, and American consumers are unexpectedly more concerned with product quality than Chinese consumers.