基于气质类型学说的超市消费者行为研究
|
摘要
近年来，随着国民经济的高速发展和居民收入的极大提高，人们的生活消费水平也在不断的提高。随着收入的增加和消费水平的提高，人们对于超市的消费也在不断的增加，极大地促进了超市零售业的发展。根据中华人民共和国国家统计局2007年至2010年的按业态分连锁零售企业基本情况统计年鉴数据显示：2010年与2007年相比超市门店总数增加了5673个，年末从业人数增加了12.34万人，年末零售营业面积增加了189.1万平方米，商品销售额增加了847.4亿元。
作为国民经济的晴雨表，超市对人民生活水平的改善起到了不可替代的作用。在超市快速发展的同时，我国的超市也面临着国外连锁超市的严峻挑战：首先，国外连锁超市巨大的规模经济效益在压低成本的同时也极大地压低了超市物品价格，这使得国内超市在价格战中处于非常不利的地位。其次，国内超市的不重注中自有品牌的建设，丧失了超市的特色，导致国内超市在与国外知名超市争夺顾客的竞争中处于弱势地位。最后，国外连锁超市先进的经营理念与经营方式，充足的资金与人才条件，更将国内超市远远地甩在了背后。那么，国内超市应如何在激烈的竞争中最大程度的吸引消费者使超市立于不败之地呢？
消费者需求作为超市发展的根本动力，要在激烈的竞争中立于不败之地就必须满足消费者的需求。本文认为，消费者的先天气质决定其后天消费行为。因此，本文将从消费者气质入手，研究消费者的超市消费行为，从其超市消费行为中分析超市的营销策略，来满足不同类型消费者的需求，为广大超市的营销工作者提供理论指导。本文将用以下四个部分的内容来进行研究和分析：
第一章为绪论部分，主要介绍了本文的研究背景包括当前国内超市的发展趋势以及超市消费行为的现状；本文研究的目的及其研究的实践意义和理论意义；本文研究的总体思路、研究方法及主要内容；最后介绍了本研究的总体框架及本文的创新之处，创新之处主要包括：首次以消费者气质作为切入点，来研究消费者的超市消费行为。在问卷数据资料的基础上，运用SPSS19.0通过分析重新定义了五类消费者气质类型。
第二章为本文的理论支撑部分，主要包括相关理论和消费行为的研究现状综述，主要介绍了消费者气质的概念和国内外的主要气质学说；消费与消费者的概念、消费行为与消费心理的概念特征；消费者的主要行为模式及其主要的影响因素以及国内外超市消费行为研究的现状。
第三部分为本文的核心部分，主要包括第三章、第四章两个章节的内容。第三章为本文的实证研究部分，说明了本文量表的构建以及相关量表的调查范围与构成，运用SPSS19.0数据统计分析软件对问卷资料进行了信度和效度的分析，并根据分析结果，重新定义了五类气质类型的超市消费者。第四章主要从消费者气质类型对超市消费行为的影响入手，在对样本结构进行相关分析的基础上具体分析了不同气质类型消费者的气质类型及其超市消费行为特征，针对不同的超市消费行为得出了超市营销者应采取的相关营销策略。
第五章为本文的研究结论及展望部分，在文章最后进行了本文内容的总结概括，并针对本文的研究，得出本文可能存在的局限性以及相关研究的未来发展趋势的展望。
In recent years, along with the fast-growing national economy and greatlyimproved resident income, people’s standard of living and consumption level havecontinuously improved. As income rises and consumption level improves, people’sconsumption level on supermarket has constantly increased which promotes the greatdevelopment of supermarket retail industry. As the statistical yearbook data of chainedretailing enterprises categorized by formats released by National Bureau of Statisticsof China from2007to2010shows: compared with2007, in2010, the total number ofsupermarket stores has increased by5673, and the employees and retailing businessarea have increased by123,400and1,891,000respectively by the end of the year, andthe commodity sales income has increased by84,740,000,000RMB.
As a barometer of national economy, supermarkets play irreplaceable roles inpeople’s living standard improvement. Although the supermarkets develops rapidly,the supermarkets in our country faces fierce challenge from those abroad. Firstly, thelarge benefits from economies of scale of chained supermarkets abroad make it cutcosts while greatly bring down the price of supermarket commodities which makesthe domestic supermarkets at a disadvantage in the price war. Secondly, the domesticsupermarkets pay little attention on own brand building which makes them lose theirown characteristics and lead to their disadvantage in the competition of consumers.Finally, with the advanced management idea and methods, and sufficient funds andtalents, the chained supermarkets abroad leave the domestic ones far behind. So, howcan the domestic supermarkets attract consumers at utmost in order to remaininvincible in this fierce competition?
Consumers’demand is the fundamental source of the supermarkets development,so that in order to stay invincible in this fierce competition, supermarkets have tosatisfy consumers’ needs. According to this article, consumer temperament decides their consumer behaviors acquired afterwards. Therefore, this article will study onconsumers’ supermarket consumption behavior through consumer temperament, andanalyze the marketing strategy of supermarkets through their supermarketconsumption behavior to satisfy different types of consumers’ demand which couldprovide the vast marketing staff of supermarkets with theoretical guidance. Thisarticle will develop the study and analysis with the following four parts.
The first chapter is the introduction part which mainly introduces the studybackground of this article including the present domestic supermarkets developmenttrend and status, the study objective and its practical and theoretical meanings, itsgeneral thought, methods and contents; and finally points the overall framework andthe innovations of this study. The innovations consists that this article firstly takes theconsumer temperament as breakthrough point to study on consumers’ supermarketconsumption behavior, and in this article, SPSS19.0software is used to divide theconsumers into five categories of consumer temperament based on the analysis ofacquired questionnaire data.
The second chapter is the theoretical support of this article which majorlycontains the review of relative theories and current study status on consumptionbehavior in which the concepts of consumer temperament and significanttemperament theories home and abroad, the concepts of consumption, consumer,consumption behavior and consumption psychology, the consumers’ main behaviormodes and their prominent influencing factors and current study status of supermarketconsumption behavior home and abroad are introduced.
The third part is the core part of this article which is composed by the third andfourth chapter. The third chapter is the empirical research part which states theconstruction of scales and related investigation scope and the constitution of scales,and analysis the data’s reliability and validity by using of the SPSS19.0data statisticalanalysis software. Then, according to the results of the analysis, re-defines the fivetemperament types of supermarket consumers. The fourth chapter mainly penetratesthrough the influence of consumer temperament types on supermarket consumptionbehavior and then analyzes the characters of different types of consumers and their consumption behavior on the basis of correlation analysis. Based on the differentconsumption behaviors, the related marketing strategies that the marketing staff ofsupermarkets should resort to are revealed.
The fifth chapter is the conclusion and prospect part of this study. This chaptermakes a summary on the content of this article and draws conclusions on the probablyexisted limitations of this article and the future developing trend of related research.
作为国民经济的晴雨表，超市对人民生活水平的改善起到了不可替代的作用。在超市快速发展的同时，我国的超市也面临着国外连锁超市的严峻挑战：首先，国外连锁超市巨大的规模经济效益在压低成本的同时也极大地压低了超市物品价格，这使得国内超市在价格战中处于非常不利的地位。其次，国内超市的不重注中自有品牌的建设，丧失了超市的特色，导致国内超市在与国外知名超市争夺顾客的竞争中处于弱势地位。最后，国外连锁超市先进的经营理念与经营方式，充足的资金与人才条件，更将国内超市远远地甩在了背后。那么，国内超市应如何在激烈的竞争中最大程度的吸引消费者使超市立于不败之地呢？
消费者需求作为超市发展的根本动力，要在激烈的竞争中立于不败之地就必须满足消费者的需求。本文认为，消费者的先天气质决定其后天消费行为。因此，本文将从消费者气质入手，研究消费者的超市消费行为，从其超市消费行为中分析超市的营销策略，来满足不同类型消费者的需求，为广大超市的营销工作者提供理论指导。本文将用以下四个部分的内容来进行研究和分析：
第一章为绪论部分，主要介绍了本文的研究背景包括当前国内超市的发展趋势以及超市消费行为的现状；本文研究的目的及其研究的实践意义和理论意义；本文研究的总体思路、研究方法及主要内容；最后介绍了本研究的总体框架及本文的创新之处，创新之处主要包括：首次以消费者气质作为切入点，来研究消费者的超市消费行为。在问卷数据资料的基础上，运用SPSS19.0通过分析重新定义了五类消费者气质类型。
第二章为本文的理论支撑部分，主要包括相关理论和消费行为的研究现状综述，主要介绍了消费者气质的概念和国内外的主要气质学说；消费与消费者的概念、消费行为与消费心理的概念特征；消费者的主要行为模式及其主要的影响因素以及国内外超市消费行为研究的现状。
第三部分为本文的核心部分，主要包括第三章、第四章两个章节的内容。第三章为本文的实证研究部分，说明了本文量表的构建以及相关量表的调查范围与构成，运用SPSS19.0数据统计分析软件对问卷资料进行了信度和效度的分析，并根据分析结果，重新定义了五类气质类型的超市消费者。第四章主要从消费者气质类型对超市消费行为的影响入手，在对样本结构进行相关分析的基础上具体分析了不同气质类型消费者的气质类型及其超市消费行为特征，针对不同的超市消费行为得出了超市营销者应采取的相关营销策略。
第五章为本文的研究结论及展望部分，在文章最后进行了本文内容的总结概括，并针对本文的研究，得出本文可能存在的局限性以及相关研究的未来发展趋势的展望。
In recent years, along with the fast-growing national economy and greatlyimproved resident income, people’s standard of living and consumption level havecontinuously improved. As income rises and consumption level improves, people’sconsumption level on supermarket has constantly increased which promotes the greatdevelopment of supermarket retail industry. As the statistical yearbook data of chainedretailing enterprises categorized by formats released by National Bureau of Statisticsof China from2007to2010shows: compared with2007, in2010, the total number ofsupermarket stores has increased by5673, and the employees and retailing businessarea have increased by123,400and1,891,000respectively by the end of the year, andthe commodity sales income has increased by84,740,000,000RMB.
As a barometer of national economy, supermarkets play irreplaceable roles inpeople’s living standard improvement. Although the supermarkets develops rapidly,the supermarkets in our country faces fierce challenge from those abroad. Firstly, thelarge benefits from economies of scale of chained supermarkets abroad make it cutcosts while greatly bring down the price of supermarket commodities which makesthe domestic supermarkets at a disadvantage in the price war. Secondly, the domesticsupermarkets pay little attention on own brand building which makes them lose theirown characteristics and lead to their disadvantage in the competition of consumers.Finally, with the advanced management idea and methods, and sufficient funds andtalents, the chained supermarkets abroad leave the domestic ones far behind. So, howcan the domestic supermarkets attract consumers at utmost in order to remaininvincible in this fierce competition?
Consumers’demand is the fundamental source of the supermarkets development,so that in order to stay invincible in this fierce competition, supermarkets have tosatisfy consumers’ needs. According to this article, consumer temperament decides their consumer behaviors acquired afterwards. Therefore, this article will study onconsumers’ supermarket consumption behavior through consumer temperament, andanalyze the marketing strategy of supermarkets through their supermarketconsumption behavior to satisfy different types of consumers’ demand which couldprovide the vast marketing staff of supermarkets with theoretical guidance. Thisarticle will develop the study and analysis with the following four parts.
The first chapter is the introduction part which mainly introduces the studybackground of this article including the present domestic supermarkets developmenttrend and status, the study objective and its practical and theoretical meanings, itsgeneral thought, methods and contents; and finally points the overall framework andthe innovations of this study. The innovations consists that this article firstly takes theconsumer temperament as breakthrough point to study on consumers’ supermarketconsumption behavior, and in this article, SPSS19.0software is used to divide theconsumers into five categories of consumer temperament based on the analysis ofacquired questionnaire data.
The second chapter is the theoretical support of this article which majorlycontains the review of relative theories and current study status on consumptionbehavior in which the concepts of consumer temperament and significanttemperament theories home and abroad, the concepts of consumption, consumer,consumption behavior and consumption psychology, the consumers’ main behaviormodes and their prominent influencing factors and current study status of supermarketconsumption behavior home and abroad are introduced.
The third part is the core part of this article which is composed by the third andfourth chapter. The third chapter is the empirical research part which states theconstruction of scales and related investigation scope and the constitution of scales,and analysis the data’s reliability and validity by using of the SPSS19.0data statisticalanalysis software. Then, according to the results of the analysis, re-defines the fivetemperament types of supermarket consumers. The fourth chapter mainly penetratesthrough the influence of consumer temperament types on supermarket consumptionbehavior and then analyzes the characters of different types of consumers and their consumption behavior on the basis of correlation analysis. Based on the differentconsumption behaviors, the related marketing strategies that the marketing staff ofsupermarkets should resort to are revealed.
The fifth chapter is the conclusion and prospect part of this study. This chaptermakes a summary on the content of this article and draws conclusions on the probablyexisted limitations of this article and the future developing trend of related research.
引文
[1]中华人民共和国国家统计局.2007年至2010年统计年鉴[EB/OL].http://www.stats.gov.cn/tjsj/ndsj.
[2]何昌盛.超市消费者行为特点以及其营销策略对消费者行为的影响[J].商场现代化，2009（7）:41.
[3]仇倩倩.连锁超市经营中消费心理的策略研究[J].江南商论，2008（1）.
[4]凌力.超市消费者行为分析与营销创新[J].商场现代化，2004（4）:54-55.
[5]甘丽桦.针对不同气质类型消费者的营销技巧[J].现代商业，2009（12）:213.
[6]谢华.黄帝内经白话翻译[M].北京：中医古籍出版社，2000.
[7][8]罗子明.消费心理学[M].北京：清华大学出版社，2002.
[9]刘亮如.营销心理学[M].北京：中国商业出版社，1994.
[10]江林.消费者心理与行为[M].北京：中国人民大学出版社，2007（8）：104.
[11]尹世杰.消费经济学[M].北京：高等教育出版社，2007.
[12]张干群.大学生消费行为的研究[D].江苏：苏州大学2004（5）：1.
[13]李玲娣.武汉市居民柑橘消费行为研究[D].湖北：武汉大学，2009（5）:9.
[14]吴茜.大学生消费行为发展趋势及对策研究[D].湖南：湖南农业大学，2007（5）：6.
[15]司金銮.当代西方消费者行为定义初探[J].国外社会科学，1996（5）：76-77.
[16]曾智.大学生自我概念与消费行为研究[D].江苏：南京大学，2004（3）:22.
[17]苏东水.管理心理学[M].上海：复旦大学出版社，1992（10）.
[18][19]徐萍.消费心理学教程[M].上海：上海财经大学出版社，2005（10）：399.
[20]德尔.I.霍金斯等著.消费者行为学[M].北京：机械工业出版社，2002(6).
[21]卢泰宏.消费者行为学：中国消费者透视[M].北京：高等教育出版社，2005.
[22] Hugo Munsterberg. Psychology and Industrial Efficiency [M] The RiversidePress Cambridge，1912.
[23] Roger D. Blackwell, Paul W. Mincard, James F. Engel. Consumer Behavior (9thEd)[M]. Orlando, FL, USA, Harcourt,Inc.2001:221-225.
[24] Leigh, James H. and Claude R. Martin. A Review of Situational InfluenceParadigms and Research: Review of Marketing[M]. Chicago: American MarketingAssociation,1981:78-85.
[25] Pradeep Kakkar, Richard J. Lutz, Situational Influence on Consumer Behavior: AReview[A]. in kassarijian, Harold, H. and Thomas S. Robertson, eds, Perspectives inConsumer Behavior,3rd edition[M]. Glenview, Scott, Foresman and Company,1981:88-96.
[26] William D. Wells, Arthur D. Beard, Personality and Consumer Behavior,Consumer Behavior: Theoretical Sources[M]. New Jersey, Printice-Hall, Inc.,Englewood Cliffs,1973:56-63.
[27] Kassarijian.“field theory and consumer behavior”[A]. in Scott Ward, Thomas S.Robertson, ed.,Consumer behavior: the theoretical source[M]. Englewood Cliffs, N.J,Printice-Hall, Inc.,1973:118-140.
[28] David Marsden, Dale Littler, A Dialectical Approach to Consumer Research:Beyond Positivism and Postmodernism[J]. European Advances in Consumer Research,Vol.4,1999:341-346.
[29] Tucker, William T. Foundations for A Theory of Consumer Behavior[M]. NewYork:Holt, Rinehart and Winston,1967.
[30] John C. Mowen, Consumer Behavior, Fourth Edition[M]. New Jersey,Prentice-Hall, Inc.1995.
[31] Solomon, M.R. Consumer Behavior[M]. New Jersey, Prentice-Hall,Inc.USA.2004.
[32] Kassarijian, Harold, H. and May Jane Sheffet. Personality and ConsumerBehavior: A Review[J]. Journal of Marketing Research,1971(8):409-418.
[33] Americus Reed Ⅱ. Social identity as a useful perspective self-concept-basedconsumer research[J]. Psychology&Marketing,2002(3):235.
[34]Aaron C Ahuvia. Beyond the Extended Self: Loved Objects and Consumer’Identity Narratives[J]. Consumer Research.2005(1):171.
[35] Kent L Granzin, Janeen E Olsen and John J Painer. Marketing to consumersegments using health-promoting lifestyle[J]. retailing and consumer servicer.1998(3):131-141.
[36] Leon. G. Schiffman, Leslie Lazar Kanur. Consumer Behavior[M]. New Jersey,Prentice-Hall International, Inc.1997.
[37] Tony Lunn. Segmenting and constructing markets[J]. Psychology&Marketing.1985(3):235-266.
[38] Baba Shiv, Alexander Fedorikhin, Heart and Mind in Conflict: The Interplay ofAffect and Cognition in Consumer Decision Making[M]. Consumer Researeh.1999(3):278.
[39] Marsha L. Richins. Measuring Emotions in the Consumption Experience[J].Consumer Reseacrh.1997:127.
[40] Farmer, R.F.&Goldberg, L.R.A Psychometric Evaluation of the RevisedTemperament and Character Inventory and the TCI140[J]. Psychological Assessment,2008:281-291.
[41] Joel B Cohen. Affective Intuition and Task-Contingent Affect Regulation[J].Consumer Research.2004(2):358.
[42] Michel Tuan Pham. Affect Monitoring and the Primacy of Feelings inJudgment[J]. Consumer Research.2001(2):167.
[43] Kolter, P., Marketing Management: Analysis, Planning, Implementation, andcontrol,9th ed. London. Prentice-Hall International.1998.
[44]张广胜，朱信凯.农村市场发育对农户消费行为影响的实证研究[J].中国农村观察，2002（7）.
[45]白少君，张雪.对不同气质类型的消费者的消费偏好研究[J].开发研究，2008（12）：148-151.
[46]李桂芸.基于气质心理的女性零食消费研究[D].广东外语外贸大学，2006
[47]罗纪宁.中国式品牌消费行为细分模型-中国消费者气质与品牌选择的实证研究[J].管理学报，2005：98-104.
[48]罗纪宁.基于“心理场”的消费者气质研究-全系系统方法论在消费者行为研究中的应用[J].管理学报，2007（11）：706-711.
[49]罗纪宁.市场细分与消费者气质研究[J].商场现代化，2005（6）：43-44.
[50]张拓基，陈会昌.关于编制气质测验量表及其初步试用的报告[J].山西大学学报，1985（12）.
[51]钱路路.基于结构方程模型的宜居城市满意度影响因素实证研究[D].重庆大学，2010（4）.
[52]熊娟梅.论消费者心理对营销策略的影响及其对策[J].科技信息，2009（10）：200-201.
[2]何昌盛.超市消费者行为特点以及其营销策略对消费者行为的影响[J].商场现代化，2009（7）:41.
[3]仇倩倩.连锁超市经营中消费心理的策略研究[J].江南商论，2008（1）.
[4]凌力.超市消费者行为分析与营销创新[J].商场现代化，2004（4）:54-55.
[5]甘丽桦.针对不同气质类型消费者的营销技巧[J].现代商业，2009（12）:213.
[6]谢华.黄帝内经白话翻译[M].北京：中医古籍出版社，2000.
[7][8]罗子明.消费心理学[M].北京：清华大学出版社，2002.
[9]刘亮如.营销心理学[M].北京：中国商业出版社，1994.
[10]江林.消费者心理与行为[M].北京：中国人民大学出版社，2007（8）：104.
[11]尹世杰.消费经济学[M].北京：高等教育出版社，2007.
[12]张干群.大学生消费行为的研究[D].江苏：苏州大学2004（5）：1.
[13]李玲娣.武汉市居民柑橘消费行为研究[D].湖北：武汉大学，2009（5）:9.
[14]吴茜.大学生消费行为发展趋势及对策研究[D].湖南：湖南农业大学，2007（5）：6.
[15]司金銮.当代西方消费者行为定义初探[J].国外社会科学，1996（5）：76-77.
[16]曾智.大学生自我概念与消费行为研究[D].江苏：南京大学，2004（3）:22.
[17]苏东水.管理心理学[M].上海：复旦大学出版社，1992（10）.
[18][19]徐萍.消费心理学教程[M].上海：上海财经大学出版社，2005（10）：399.
[20]德尔.I.霍金斯等著.消费者行为学[M].北京：机械工业出版社，2002(6).
[21]卢泰宏.消费者行为学：中国消费者透视[M].北京：高等教育出版社，2005.
[22] Hugo Munsterberg. Psychology and Industrial Efficiency [M] The RiversidePress Cambridge，1912.
[23] Roger D. Blackwell, Paul W. Mincard, James F. Engel. Consumer Behavior (9thEd)[M]. Orlando, FL, USA, Harcourt,Inc.2001:221-225.
[24] Leigh, James H. and Claude R. Martin. A Review of Situational InfluenceParadigms and Research: Review of Marketing[M]. Chicago: American MarketingAssociation,1981:78-85.
[25] Pradeep Kakkar, Richard J. Lutz, Situational Influence on Consumer Behavior: AReview[A]. in kassarijian, Harold, H. and Thomas S. Robertson, eds, Perspectives inConsumer Behavior,3rd edition[M]. Glenview, Scott, Foresman and Company,1981:88-96.
[26] William D. Wells, Arthur D. Beard, Personality and Consumer Behavior,Consumer Behavior: Theoretical Sources[M]. New Jersey, Printice-Hall, Inc.,Englewood Cliffs,1973:56-63.
[27] Kassarijian.“field theory and consumer behavior”[A]. in Scott Ward, Thomas S.Robertson, ed.,Consumer behavior: the theoretical source[M]. Englewood Cliffs, N.J,Printice-Hall, Inc.,1973:118-140.
[28] David Marsden, Dale Littler, A Dialectical Approach to Consumer Research:Beyond Positivism and Postmodernism[J]. European Advances in Consumer Research,Vol.4,1999:341-346.
[29] Tucker, William T. Foundations for A Theory of Consumer Behavior[M]. NewYork:Holt, Rinehart and Winston,1967.
[30] John C. Mowen, Consumer Behavior, Fourth Edition[M]. New Jersey,Prentice-Hall, Inc.1995.
[31] Solomon, M.R. Consumer Behavior[M]. New Jersey, Prentice-Hall,Inc.USA.2004.
[32] Kassarijian, Harold, H. and May Jane Sheffet. Personality and ConsumerBehavior: A Review[J]. Journal of Marketing Research,1971(8):409-418.
[33] Americus Reed Ⅱ. Social identity as a useful perspective self-concept-basedconsumer research[J]. Psychology&Marketing,2002(3):235.
[34]Aaron C Ahuvia. Beyond the Extended Self: Loved Objects and Consumer’Identity Narratives[J]. Consumer Research.2005(1):171.
[35] Kent L Granzin, Janeen E Olsen and John J Painer. Marketing to consumersegments using health-promoting lifestyle[J]. retailing and consumer servicer.1998(3):131-141.
[36] Leon. G. Schiffman, Leslie Lazar Kanur. Consumer Behavior[M]. New Jersey,Prentice-Hall International, Inc.1997.
[37] Tony Lunn. Segmenting and constructing markets[J]. Psychology&Marketing.1985(3):235-266.
[38] Baba Shiv, Alexander Fedorikhin, Heart and Mind in Conflict: The Interplay ofAffect and Cognition in Consumer Decision Making[M]. Consumer Researeh.1999(3):278.
[39] Marsha L. Richins. Measuring Emotions in the Consumption Experience[J].Consumer Reseacrh.1997:127.
[40] Farmer, R.F.&Goldberg, L.R.A Psychometric Evaluation of the RevisedTemperament and Character Inventory and the TCI140[J]. Psychological Assessment,2008:281-291.
[41] Joel B Cohen. Affective Intuition and Task-Contingent Affect Regulation[J].Consumer Research.2004(2):358.
[42] Michel Tuan Pham. Affect Monitoring and the Primacy of Feelings inJudgment[J]. Consumer Research.2001(2):167.
[43] Kolter, P., Marketing Management: Analysis, Planning, Implementation, andcontrol,9th ed. London. Prentice-Hall International.1998.
[44]张广胜，朱信凯.农村市场发育对农户消费行为影响的实证研究[J].中国农村观察，2002（7）.
[45]白少君，张雪.对不同气质类型的消费者的消费偏好研究[J].开发研究，2008（12）：148-151.
[46]李桂芸.基于气质心理的女性零食消费研究[D].广东外语外贸大学，2006
[47]罗纪宁.中国式品牌消费行为细分模型-中国消费者气质与品牌选择的实证研究[J].管理学报，2005：98-104.
[48]罗纪宁.基于“心理场”的消费者气质研究-全系系统方法论在消费者行为研究中的应用[J].管理学报，2007（11）：706-711.
[49]罗纪宁.市场细分与消费者气质研究[J].商场现代化，2005（6）：43-44.
[50]张拓基，陈会昌.关于编制气质测验量表及其初步试用的报告[J].山西大学学报，1985（12）.
[51]钱路路.基于结构方程模型的宜居城市满意度影响因素实证研究[D].重庆大学，2010（4）.
[52]熊娟梅.论消费者心理对营销策略的影响及其对策[J].科技信息，2009（10）：200-201.
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |