文档介绍：消费者情绪情感体验对消费行为的影响
学年论文
题目消费者情绪情感体验对消费行为的影响
学生姓名
专业班级市场营销08
学号
指导教师
完成日期 2011年7月22日
大连交通大学2008级学年论文
摘要
消费情绪是消费过程中消费者的情绪反应,它影响着消费者的购买动机、态度和行为,在消费者购后行为中起着重要作用,随着市场竞争的加剧, 产品同质化倾向越来越明显,商品短缺现象已不复存在,市场正由卖方市场向买方市场过度。市场需求结束了“量的需求时代”,正由“质的需求时代”开始向“情感需求时代”迈进[1],在这样的市场状况下,企业除了注重产品研发、不断进行技术创新之外,探寻消费情绪的变化,进行必要的情绪管理,已成为企业差异化营销和提高产品竞争力的有效途径之一。
关键词:消费情绪情感体验消费行为情绪管理
I
大连交通大学2008级学年论文
Abstract
Consumer sentiment is consumers ‘ emotional responses in the consumption process, it had an impact on consumer buying motives, attitudes, and behavior, plays an important role after the consumer purchase behavior, as petition intensifies, homogenization of products more and more obvious, shortage modities has gone, the market by the seller’s market to a buyer’s market is excessive. Market demand over "needs time", from "age of mass demand" began to "era of emotional needs", in such a market situation, enterprises in addition to focus on product development, continuous technical innovation, exploring the change in the consumer mood, make the necessary emotions, has e the differential marketing and one of the effective ways to improve petitiveness. This article provides an overview of consumer sentiment and study on the factors affecting consumer sentiment survey, presented how to arouse and maintain positive sentiment of consumers emotions man