Consumer Vulnerability Scale Development and Empirical Validation Based on Nonrational Purchase Behavior" /> 基于非理性购买行为的消费者脆弱性量表开发及实证检验
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基于非理性购买行为的消费者脆弱性量表开发及实证检验
石华瑀,景奉杰,杨艳,KHALID HUSSAIN
1. 华东理工大学商学院; 2. 华东理工大学体育工程学院
 
Consumer Vulnerability Scale Development and Empirical Validation Based on Nonrational Purchase Behavior
SHI Huayu,JING Fengjie,YANG Yan,KHALID HUSSAIN
East China University of Science and Technology, Shanghai, China

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摘要  
通过引入消费者脆弱性这一构念,以增进消费者福利为目的,构建了基于消费者脆弱性视角的非理性购买行为模型。在此基础上,通过回顾消费者脆弱性的研究现状,重新对这一构念进行了界定,并首次开发了消费者脆弱性测量量表。探索性因子分析及验证性因子分析结果表明,该量表信效度良好,且一阶因子模型和二阶因子模型的数据适配度指标均显著。其一阶因子包含7个维度,分别为:商品知识、产品宣传、社会压力、退货政策、营销和情绪压力、分辨能力、购买能力;其二阶因子包含两个维度:无知型脆弱和无力型脆弱。实证检验结果表明,该量表对于非理性购买行为及消费者福利都有一定的预测效度。
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石华瑀
景奉杰
杨艳
KHALID HUSSAIN
关键词 非理性购买行为 消费者脆弱性 量表开发 消费者福利    
Abstract: 
This paper introduces the concept of consumer vulnerability and builds a nonrational purchase behavior model to improve consumer welfare. On this basis, through the review of the research status of consumer vulnerability, this paper redefines it and develops the consumer vulnerability scale for the first time. The results of exploratory factor analysis and confirmatory factor analysis show that the reliability and validity of the scale are convincing. In addition, the data suitability indices of the first order factor model, as well as the second order factor model are both significant. The scale’s first order factor contains 7 dimensions, namely, product knowledge, product promotion, social pressure, refunds policy, marketing and emotional pressure, distinguish ability, and purchase ability; the second order factor contains two dimensions, which are knowledge-based vulnerability and powerlessness-based vulnerability. The empirical results show that the scale has certain predictive validity for nonrational purchase behavior and consumer welfare.
Key wordsnonrational purchase behavior    consumer vulnerability    scale development    consumer welfare   
收稿日期: 2017-06-12     
基金资助:国家自然科学基金资助项目(71572056)
通讯作者: 景奉杰(1957~),男,黑龙江泰来人。华东理工大学(上海市200237)商学院教授、博士研究生导师。研究方向为消费者行为、市场营销战略、服务管理与营销。     E-mail: fjjing@ecust.edu.cn
引用本文:   
石华瑀,景奉杰,杨艳,KHALID HUSSAIN. 基于非理性购买行为的消费者脆弱性量表开发及实证检验[J]. 管理学报, 2018, 15(7): 1033-. SHI Huayu,JING Fengjie,YANG Yan,KHALID HUSSAIN.  
Consumer Vulnerability Scale Development and Empirical Validation Based on Nonrational Purchase Behavior
. Chinese Journal of Management, 2018, 15(7): 1033-.
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