当代经济管理
噹代經濟管理
당대경제관리
Contemporary Economic Management
2007年
5期
40~45
,共null页
搜寻属性 经验属性 信任属性 焦点访谈小组
搜尋屬性 經驗屬性 信任屬性 焦點訪談小組
수심속성 경험속성 신임속성 초점방담소조
search attribute; experience attribute; credence attribute; focus group
产品的搜寻属性、经验属性和信任属性是影响消费购买行为的重要因素。本文运用焦点座谈小组的定性分析方法，在手机购买的情景下考察了产品的搜寻属性、经验属性和信任属性的构成维度及其对购买行为的影响。结果发现，除了传统的三大产品属性，个人属性也是影响手机购买的重要因素，这些发现可为手机制造商和经销商提供重要的营销实践参考。
產品的搜尋屬性、經驗屬性和信任屬性是影響消費購買行為的重要因素。本文運用焦點座談小組的定性分析方法，在手機購買的情景下攷察瞭產品的搜尋屬性、經驗屬性和信任屬性的構成維度及其對購買行為的影響。結果髮現，除瞭傳統的三大產品屬性，箇人屬性也是影響手機購買的重要因素，這些髮現可為手機製造商和經銷商提供重要的營銷實踐參攷。
산품적수심속성、경험속성화신임속성시영향소비구매행위적중요인소。본문운용초점좌담소조적정성분석방법，재수궤구매적정경하고찰료산품적수심속성、경험속성화신임속성적구성유도급기대구매행위적영향。결과발현，제료전통적삼대산품속성，개인속성야시영향수궤구매적중요인소，저사발현가위수궤제조상화경소상제공중요적영소실천삼고。
Search attribute, experience attribute and credence attribute of products are important factors in consumer purchase behavior. In mobile phone purchase, a qualitative research of focus group is conducted to explore into the constructs of search, experience and credence attributes, and their influences on purchase behavior. The findings indicate that besides the three traditional attributes, personal attribute of consumers could also have influence on mobile phone purchase behavior. Thus it could provide valuable, suggestions for both mobile phone manufacturers and dealers in marketing practice.
