产品伤害危机中顾客年龄与其购买意愿的差异性研究

被引:12
作者
方正
李蔚
李珊
机构
[1] 四川大学工商管理学院
基金
高等学校博士学科点专项科研基金;
关键词
产品伤害危机; 年龄; 购买意愿;
D O I
10.19374/j.cnki.14-1145/f.2007.16.028
中图分类号
F713.50 [市场学];
学科分类号
摘要
以往的研究已经证实产品伤害危机会影响顾客的购买意愿,但尚不清楚不同年龄的顾客对同一个产品伤害危机的购买意愿程度是否相同。本研究运用实验法对这一问题进行了实证分析,研究发现:顾客年龄差异可能会影响顾客的购买意愿;而且,老年顾客的购买意愿受损程度显著强于青年顾客和中年顾客。本研究深化了产品伤害危机中对消费者行为的认识,为深入研究顾客年龄差异对产品伤害危机中其他营销变量的影响提供了启示。
引用
收藏
页码:64 / 66
页数:3
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