消费者购买动机类型及其在市场营销中的应用

:1998-11-02,,1961,;:(510641),,,,..;F713.55.,,,;,,,.,,.1:,,.:,,,,,,..,(PHILIPKOTLER)...,..,,.,.,.,,;,,,.,.()279JournalofSouthChinaUniversityofTechnologyVol.27No.919999(NaturalScience)September1999.,..,,,.,,:,,,.,,,,,,.,,,.CA7560,,,,CA7560.,,.2.,:,;,,.,,,,,,,..,:(1)..,,,.,.,,,,..(2)..,,,..,,,.(3)..,..,.,.,:5427,,;,,.(4).,..,.,..,,,.,,,,,,,,.(5)..,..,.(6).....(7)..,,.,,,,.(8)..,,,,,..(9)..,.,,,,,.(10)..,,,..,,.,.3,.,,,?,9:55,.,.,..,1,a1a2am.,,,,.1Fig.1Purchasingmotivationinsamedirection2Fig.1PurchasingMotivationinvarydirection,,?,,.,..,,,,..mi=1aini=1bi(ai,bi),,mi=1aini=1bi,.,mi=1ai=ni=1bi,?,..,,.,,.,,,,.,:,586,,,..,,.56274,.,?,,.(1),,,,.,,,,.,,,.(2),,,,,,,,,,,,,,.(3),,,,,.,BCD-268W,,,:,(),,()..,,,,,,,..,.(4),,.().,..,,,,,.,,,,,,,.,,.9:57(5),,,.,,,,,.,,.,,..,.,,,,,.,.,,;.1.().,,.:,19972..:,19903.().:,1995THETYPESOFPURCHASINGMOTIVATIONSANDITSAPPLICATIONSINMARKETINGLiuZhichaoBaiJing(FacaltyofBusinessAdministration,SouthChinaUniv.ofTech.Guangzhou510640)AbstractTheessayconductsainductiveanalysisofmotivationsinpurchasingbehavior.Itadvo2cates10typesofpurchasingmotivations,investigatesitstemptability.Thentheessayfurthersuggestsfivewaystotempt.Theessaymightbenefit,andformafoundationforthemarketingpeople,especiallyshopkeepersandsalesmen.Keywordspurchasingmotivation;temptation5827