情境因素对于顾客购买决策的影响_一个初步的研究_

©1994-2009ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(2004)04000707()1,2,3(1.,,7100492.3.WilliamPaterson):Logistic,:,,,,:;;;Logistic:O212:AImpactofSituationalFactorsonShoppersBuyingDecision:AnInitialStudyZHUANGGui2junZHOUNanLIFu2an(XianJiaotongUniversity,xian710049)Abstract:Usinglogisticregressionanddatacollectedinashoppingcenter,thisstudyexaminestheimpactofsituationalfactorsonshoppersbuyingdecision.Itfoundthat,firstly,ofthe14situationalfactorsconsidered,sixhadsignificantimpactsonshop2persbuyingdecision.Secondly,thefactorsinfluencingtheshopperstobuyfoodandtobuynonfoodproductsweredifferentintheshoppingcenter.Theimplicationsofthefindingsweresuggested.KeyWords:situationalfactor;shoppersbuyingdecision;marketing;logisticregression,,,,,(Kotler,2000),(HowardandSheth,1967,p.109);,(Belk,1975):(Non-situationalfactors)(Situationalfactors),,:2002-04-28:(70121001)7©1994-2009ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(Babin,Darden,andGriffin,1994),(Dawson,Bloch,andRidgway,1990),(Nicholls,roslow,andDublish,1997),(Iyer,1989),(SimonsonandWiner,1992;BellizziandHite,1992;Bruner,1990;CurrenandHarich,1994):,:,,?(,2001),27,,;()(,,),()459459,,,(,2001),;,(Churchill,1991)Y1,Y1=1;Y1=0Y2,Y2=1;Y2=0Y3,,Y3=1;Y3=0823420037©1994-2009ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.=1,M=0;,PP=1,PP=0;,PB=1,PB=0,MPPPBX1MPPPB,X2,X2=1,,X2=0X3,X3=1,,X3=0X4,X4=1,,X4=0X5,X5=1,,X5=0X6,X7=1,,X7=0X7,X7=1,,X7=0X8,X8=1,,X8=0X9()X10,X10=1,,X10=0X11()X12,X12=1;,X12=2;,X12=3;,X12=4;,X12=5;,X12=6X13X14,X14=1;,X14=0Z1,Z1=1;,Z1=0Z235,Z2=1;35,Z2=0Z3,Z3=1;,Z3=0Z4,Z4=1;,Z4=09©1994-2009ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(Churchill,1991):Logit(Y)=0+14i=1iXi+4k=1kZk,Logit(Y)=lnP(Y=1)/[1-P(Y=1)],;Xi;Zk;0;i;k,;,Backward-Conditional,logistic(Y1)(Y2)(Y3)(Y1)(Y2)(Y3)X1.3930333.0521.6167333.3883333.6276333X2.0069.2654-.0809X3.3748.1817-.1305X4-.0516-.2220.2487X5.2796.1825-.0929X6-1.05713-13590-1.32423-.98843-1.24613X7.1632.0190-.0451X8-.0915-.1128-.0423X9.1524-.0459.1262X10.5173.0914.4142.60993X11.626933.5749333.586833.6025333.508833.6236333X12.1356.17713-.1712M.1556M.17243-.17313X13-.0169M-.0151M-.0158M-.0156M-.01623-.0157MX14-.2409-.1865.2372Z1.4569M.1992.54383.4133M.53613Z2.5295M.58713-.3193.5111M.60343Z3.2216.2192M.1257.2241M.2163MZ4.3098-.0636.2029-4.282133-3.6058333-3.9279333-3.6694333-3.5433333-2.98153330123420037©1994-2009ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(Y1)(Y2)(Y3)(Y1)(Y2)(Y3)2RCS2RN276.147333.174.24342.989333.102.13690.840333.204.27870.574333.162.22636.606333.088.11783.396333.189.258:33301001,330.01,30.05,M0.1,(2)70157436.60683.396,(0.001),(Y3)(RCS2=0.189,RN2=0.258),,:Y1,,(X1)(X6)(X10)(X11)(0.05)(X1)(X10)(X11),(X6)Y2,,(X11)(X12)(X13)(0.05),(X11)(X12),(X13)Y3,(X1)(X6)(X11)(X12),(X1)(X11),(X6)(X12),14,6(),:,,;,,,:(Y2)(0.05)(X11)(X12)(X13)(Z1),(Y3)(0.05)(X1)(X6)(X11)(X12)(Z2)(X11)(X12),(X12)(),:,,(X1)(X6),,(Y3),(Y2),(Bagozzi,Rosa,Celly,andCoronal,1998);()(),();,,;(),,,(X8),11©1994-2009ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(Nichollsetal.,1997):,,,,(),(),(1)(X10),,(2)(X11):,,(3)(X12),,,,,,;,,,,,(X13),(X14),:,,,,,;,,:,,(CurrenandHarich,1994):,14,6:,,,,:,14;,;,,;,,:,,,,;2123420037©1994-2009ChinaAcademicJournalElectronicPublishingHouse.Allrightsreserved.(),,[][1]Babin,BaryJ.,WilliamR.Darden,andMitchGriffin(1994).Workand/orFun:MeasuringHedonicandUtilitarianShoppingValue,JournalofConsumerResearch,26(4),March,644-656,[2]Bagozzi,RichardP.,JoseA.Rosa,KirtiS.Celly,andFranciscoC.Coronal(1998),MarketingManagement[M],NJ:PrenticeHall.[3]Bellizzi,JosephA.andRobertE.Hite(1992).EnvironmentalColor,ConsumerFeelings,andPurchaseLikelibood[J].Psychology&Marketing,9(5),September/October,347-363.[4]Belk,RussellW.(1975)SituationalVariablesandConsumerBehavior,inKeithK.CoxandBenM.Enis(1988),MarketingClassics(6thedition;P.150-160[M].Massachusetts:AllynandBacon,Inc.[5]Bruner,GordonC.(1990).Music,Mood,andMarketing[M].JournalofMarketing,54(4),October,94-104.[6]Churchill,G.A.(1991).Marketingresearch:Methodologicalfoundations(5thedition)[M].Orlando:TheDrydenPress.[7]Curren,MaryT.andKatrinR.Harich(1994)ConsumersMoodStates:TheMitigatingInfluenceofPersonalRelevanceonProductEvaluations[J].PsychologyandMarketing,11(2),March/April,91-107.[8]Dawson,Scott,PeterH.Bloch,andNancyM.Ridgway(1990)ShoppingMotives,EmotionalStates,andRetailOut2comes[J].JournalofRetailing,66(4),Winter,408-427.[9]Howard,J.A.andSheth,J.N.(1967).Atheoryofbuyerbehavior.InenisB.M.andCox,K.K.(1988),Market2ingClassics(p.105-123)[M].Cambridge:TheUniversityPress.[10]Iyer,EaswarS.(1989).UnplannedPurchasing:KnowledgeofShoppingEnvironmentandTimePressure[J].JournalofRetailing,65(1),Spring,40-57.[11]Kotler,P.(2000),MarketingManagement(10thedition)[M].Beijing:TsinghuaUniversityPress.[12]Nicholls,J.A.F.,SydneyRoslow,andSa