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对于企业来说,如何提升销售促进效用已迫在眉睫。再冲动性购买是比较新颖的营销手段,消费者的再冲动性购买行为是多种因素共同作用的结果,个人特征起主要影响作用,外在因素也有不可忽略的影响。这一研究结果对企业的意义在于:消费者的再冲动性购买行为是可诱导、可激发的,企业可以针对再冲动性购买行为的影响因素采取相应的营销措施和手段,有效地引导或诱导消费者再冲动性购买欲望,从而推动和促进再冲动性购买行为的最终实现。
For businesses, how to improve sales promotion utility is imminent. Re-impulsive purchase is a relatively new marketing tool. Consumer’s re-impulsive buying behavior is the result of a combination of factors. Personal characteristics play a major role, and external factors can not be neglected. The significance of this research to the enterprise lies in that consumer’s re-impulsive buying behavior can be induced and can be stimulated, and the enterprise can take appropriate marketing measures and means to influence and influence the re-impulsive buying behavior effectively to guide or induce Consumers then desire to purchase impulse to promote and promote the final realization of the impulse buying behavior.