期刊文献+

商店形象、POP广告对消费者决策的启动效应 预览

Store Image, Pop Advertising' s Priming Effect on Consumers' Decision - making
在线阅读 下载PDF
收藏 分享 导出
摘要 零售商一贯重视形象塑造,也通过一系列促销手段来维持和强化商店形象。以大学生为被试。探讨了零售商店形象和零售商店pop广告对消费者决策的启动效应,结果发现:作为一种综合印象的商店形象对消费者购买没有明显的启动作用,而作为单一商店形象维度的即时pop广告对消费者购买行为具有启动效应。 Retailers attach great importance to their image - building, and always maintain and enhance the store image through a series of promotional means. Taking the university students as subjects for the experiment, the author explored the image of retail shops and the priming effect of retail shop' s pop advertising on consumer' s decision -making. The results hae shown that as a comprehensive impression of the store image on consumer purchase there is no obvious triggering role, but as instant pop advertising of a single store image dimension it has the priming effect on consumers' buying behavior.
作者 曹慧娟 CAO Hui - juan ( School of Management, Anhui Science and Technology University, Fengyang 233100, China)
出处 《安徽科技学院学报》 2013年第1期118-121,共4页 Journal of Anhui Science and Technology University
基金 教育部人文社科研究青年项目(10YJC630209) 安徽省自然科学基金adhh(11040606M21) 安徽省教育厅社科项目(2011sk319).
关键词 启动效应 商店形象 POP广告 Priming effect Store image Pop advertising
  • 相关文献

参考文献6

二级参考文献38

  • 1杨治良,刘素珍,钟毅平,高桦,唐永明.内隐社会认知的初步实验研究[J].心理学报,1997(1). 被引量:83
  • 2石文典 ,钟高峰 ,鲁直 .阈下知觉和隐性广告的作用及启动效应研究[J].心理科学,2005,28(3):683-685. 被引量:16
  • 3宋亦平,王晓艳,许云莲.网上商店形象对网上购物者商店忠诚度的影响[J].管理评论,2006,18(11):31-38. 被引量:14
  • 4Zhenhui Jiang,I.Benbasat. Virtual Product Experience: Effects of Visual Andfunctional Control of Product on Perceived Diagnosticity and Flow in Electronic Shopping [J]. Journal of Management Information Systems.(21). 被引量:1
  • 5S.Senecal, J.Nantel. The Influence of Online Product Recommendations on Consumers' on Line Choice [J]. Journal of Retailing (2004),(80). 被引量:1
  • 6K. Diehl ,G.Zauberman,Searehing Ordered Sets:Evaluations from Sequences under Search[J]. Journal of Consumer Research, 2005, (31). 被引量:1
  • 7中国互联网络信息中心.中国互联网发展状况统计报告. http://www, cnnic, net. cn/uploadfiles/doc/2007/7/ 18/113843. doc,2009. 被引量:1
  • 8Henry P. Is the Internet Empowering Consumers to Make Better Decisions, or Strengthening Marketers' Potential to Persuade? In Haugtvedt C P, Machteit K A, Yalch R F (Eds.), Online Consumer Psychology, 2005, 345 - 360. 被引量:1
  • 9Mishra S, Olshavsky R W, Rationality Unbounded: The Internet and Its Effect on Consumer Decision Making. In Haugtvedt C P, Machleit K A, Yaleh R F (Eds.), Online Consumer Psychology, 2005, 361- 378. 被引量:1
  • 10Cortese A E, Stepanek M. Goodbye to Fixed Pricing? How Electronic Commerce Could Create the Most Efficient Market of Them. Business Week, 1998, 4: 70- 7. 被引量:1

共引文献47

投稿分析
职称考试

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部 意见反馈