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预售期的价值不确定性诱发了消费者的策略性延迟购买行为,无法充分发挥预售的优势。基于此,研究了如何通过定金增值策略的引入应对预售中产品价值不确定带来的负面影响。考虑某零售商的两阶段(预售期与现货期)销售模式,消费者在预售期无法准确判断产品价值是否与自身偏好匹配。策略型消费者可以在预售期为产品支付可增值的定金,在现货期支付尾款完成购物过程,也可以等至现货期购买产品。通过数学模型的建立与求解,探讨了定金增值预售策略下,策略型消费者的最优购买决策以及零售商的最优定价策略。结果表明定金增值的使用能够有效缓解策略型消费者的等待行为,从而改善零售商的预售效果。 相似文献
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目的 针对产品的不同类型(功能型和享乐型)和不同表现形式(文本和图片),依据较为客观量化的实验结果,研究消费者的购买决策。方法 采用眼动追踪技术和回顾性访谈,对三十六名被试观察感知产品及决策的过程进行记录和分析,对比产品不同类型和不同表现形式对消费者购买决策的影响。结果 研究发现,同一表现形式中,文本形式下选择功能型产品的更多,图片形式下选择享乐型产品的比值明显增大,图文结合形式下决策发生转变,选择功能型产品的增多。购买决策时,个体在文本形式中的决策时间明显比图片形式下的决策时间更长;在图文结合形式中,个体对文本的注视时间也均高于对图片的注视时间。结论 在文本形式下对功能型产品的考虑更多,而在图片形式下对享乐型产品更有优势。基于实验结果,提出产品购买决策的两种模式,即直接收敛和逐渐收敛模式。研究对网页等产品展示策划与设计提供了一定的指导,对网络购物平台的信息推送提供了建议。 相似文献
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网络购物决策影响因素分析 总被引:1,自引:0,他引:1
近年来,我国网络购物市场逐步成熟,网络购物交易规模和用户规模的双发展,直接影响到嘲络购物消费者在选购商品时的购买决策流程。当消费者在网络上面临更多商品、更多商家的选择时,如何进行决策则成为嘲络购物的关键。因此,了解网络购物决策的影响因素并采取有效措施促成网络购物决策是企业开展网络营销的现实需要。 相似文献
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目的研究消费者购买某一款饮料产品所做购买决策时瞳孔变化的过程。方法分析测试过程中注视频度的有效比例数据和注视频度中瞳孔放大的上位2∑的相关数据。结果被测试者对于饮料包装上的字样和logo有较高的关注度。根据注视频度中与之相关的有效比例数据和瞳孔扩张的上位2∑数据,表明两者之间有较高的关联度且在统计学上有显著的意义。通过测试的数据分析得出被测试者对4种样品饮料包装有较高的好感度,并证实了神经营销学适用于包装商品的销售研究和分析。结论该研究方法不仅适用于饮料包装,还适用于其他各种各样的包装商品。 相似文献
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目的研究ELM理论中态度改变的两条基本路径对电子商务网站营销信息传达设计的不同作用和影响。方法借助ELM相关理论,将消费者网上购物的过程转化为被说服的过程,分析消费者参与电商营销活动时ELM理论中两条路径对消费者决策的影响。结论基于消费者决策的3个阶段,根据ELM理论中的两条基本路径提出了电商营销信息传达的三大设计策略,即边缘线索的情境化设计,中心线索的图像化设计以及两条路径中品牌理念的植入。基于消费者态度改变所处的不同路径向目标用户传达具有针对性的信息,以此改变消费者的购买决策态度,并与消费者建立起持久稳定的关系。 相似文献
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随着啤酒产品的同质化,大多消费者在购买啤酒时,是根据其包装和装潢进行购买决策的.有的消费者反复购买某种品牌啤酒,就是因为他们已经接受了该啤酒的包装方式和质量. 相似文献
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目的 解决儿童安全座椅设计方案评价过程中的主观性和片面性等问题,获得科学的设计方案。方法 依据文献研究和用户与专家问卷找出消费者选购产品时考虑的需求点和问题点,初选出儿童安全座椅评价指标;采用合理性测评筛除低效用指标,确定儿童安全座椅评价指标体系的科学构建。提出一种结合层次分析法(AHP)和逼近理想解排序法(TOPSIS)的综合评价方法,对3款儿童安全座椅的设计方案进行综合评价优选,确定第2种设计方案为获得分数最高的优选方案。结论 AHP-TOPSIS模型应用于儿童安全座椅设计方案的优选可以消减决策者对设计方案评价的片面性与主观性,实现相对科学的儿童安全座椅设计方案的评价。该方法在其他产品开发过程中处于设计阶段的方案评价与优选具有一定的通用性。 相似文献
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In the present scenario, industries are implementing sustainability concepts because of the consumers’ awareness regarding the eco-friendly products and services and in need to arrive at a concept that will not be economically beneficial alone but it should be sustainable. While implementing, mostly the sustainability context is discussed from two perspectives such as environmental, economic, and social or in material, product and process orientation in manufacturing units. Since sustainable development is a multi-dimensional concept, Multi Criterion Decision Making (MCDM) method can be used to find out the best alternative among the given alternatives. In this context, one of the MCDM method namely ELECTRE II (ELimination Et Choix Traduisant la REalite) is used to find out the best orientation among the three orientations such as material, product, and process. 相似文献
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As e-commerce expands, more and more products are offered online to attract internet consumers’ interest. These products are then shipped to consumers’ home by a drop-shipper. Drop-shipping seems to be a good option to sell products in addition to physical stores. Furthermore, both types of products, either sold in store or on Internet can be returned by consumers, with often a higher return ratio for those purchased on Internet. To model these two sales channel and the interactions between them, we consider a News-Vendor (NV) managing both a physical store and an online sale channel that can be fulfilled by a drop-shipping option. We also consider the possibility of reselling products that are returned by consumers during the selling season. The concavity of the expected profit is proven and the optimality condition is obtained. Promising results are obtained from a numerical analysis. In particular, we show that the expected profit can be 14.4% less than the optimal expected profit if the return effect is ignored. Using drop-shipping option can reduce the optimal store inventory by 31.2% and if the NV has no drop-shipping option, the expected profit can be 9% less. 相似文献
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目的 探索女性视角影响下的文创产品设计策略。方法 “她经济”时代的产品发展越来越倾向于女性的审美情感和使用需求,女性消费者是文创产品的消费主力,但真正为女性消费者而设计的文创产品仍存在多方面的不足,首先对女性消费者的主观心理进行分析,然后对女性文创产品在各方面的现实问题展开探究,基于现实条件提出丰富种类和内涵、拓展增值空间等的发展方向与实践标准,最后借助色彩、材质和更高层次的情感进行深入论述,总结相关的设计思路与具体策略。结论 面向女性消费者视角的文创产品,符合女性对色彩、外形、材质等方面的审美倾向,能够提高目标人群的满意度,也会在无形中拓宽现有的产品市场,从而成功打造未来产业链上不可或缺的产品形式。 相似文献
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Amalia Vanacore Maria Sole Pellegrino Yariv N. Marmor Emil Bashkansky 《Quality and Reliability Engineering International》2019,35(5):1424-1435
In this paper, a novel approach is proposed to analyze and interpret consumer preference data expressed as weak orderings (ie, preference chains) over a set of alternatives. A simple distance metric based on cosine similarity is used to assess the repeatability and reproducibility of consumer preferences. These concepts have been borrowed from metrology and can be usefully adopted to evaluate the meaningfulness of aggregated measures (eg, median preference chain) defined over the preference data set. The proposed approach is fully exploited through a real case study involving a group of consumers expressing their preferences over alternative types of pizza toppings. 相似文献
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采用事件相关电位技术,研究消费者选择废旧手机回收方式的态度与行为决策。以 20名大学师生作为被试,刺激事件(以图片形式呈现)包括二手商贩/个体维修商手机回收、手机运营商设点回收和基于O2O电商平台手机回收3类手机回收方式。被试分别完成60张测试图片的实验任务。被试在评估选择过程中产生了LPP波形,并且不同刺激事件诱发的LPP波幅有明显差异。其中,在中央顶区,以手机运营商设点回收方式所诱发的与情绪有关的LPP波形,在400~500 ms窗口内,其波幅明显高于其他手机回收方式;在枕区,基于O2O电商平台手机回收方式所诱发的与认知有关的LPP波形,在700~800 ms窗口内,其波幅明显高于其他手机回收方式。该实验进一步验证了LPP成分与刺激的重要性、态度评估、注意、记忆、情绪与认知等因素有关,与决策者的决策行为也密切相关。 相似文献
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Singh NP Sahni V Wadhwa A Garg S Bajaj SK Kohli R Agarwal SK 《Hemodialysis international. International Symposium on Home Hemodialysis》2006,10(3):267-273
Our aim is to study the effect of improvement in anemia on event-related potentials (ERPs; P300) as markers of cognitive dysfunction in predialysis and dialysis patients of chronic kidney disease (CKD). Thirty anemic patients of CKD (hemoglobin [Hb] < 9 g%), 15 in the predialysis group (Group A), and 15 patients on biweekly hemodialysis (Group B) were recruited for the study. Patients of uremic encephalopathy, dyselectrolytemia, and those with hearing problems were excluded. Both groups were given recombinant human erythropoietin (rhuEPO) 100 IU/kg biweekly for 6 weeks by the subcutaneous route. No intervention was performed in the third control group (Group C), which consisted of 30 normal healthy volunteers. The improvement in Hb was assessed every 2 weeks, and the amplitude and latency of the P300 component of the ERPs were studied before initiating treatment and after 6 weeks of rhuEPO administration. There was a significant increase in Hb in both the study groups without any significant alteration in kidney functions. A significant reduction in P300 latency was noted in both the study groups after intervention. Similarly, the amplitude of P300 also increased in both study groups, but attained statistical significance for the dialysis group only. No significant changes were observed in the control group. Administration of EPO in patients of anemia with CKD resulted in a significant improvement in the electrophysiological markers of cognitive function in the form of increased amplitudes and decreased latencies of P300 in both predialysis and dialysis patients. 相似文献
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