沈阳工业大学学报（社会科学版）2016，Vol.9Issue(5)：449-458,10.DOI:10.7688/j.issn.1674-0823.2016.05.12
顾客非理性消费行为机理探析∗
Study on mechanism of irrational consumption behavior of customers
摘要
Abstract
Irrational consumption has become the important profit source of the retailers and is attended by the academics. The authors believe that the irrational consumption behavior of customers is the unreasonable behavior resulted from the motivation by the intrinsic and essential customer needs. The consumer needs driven by irrational consumption behavior of customers are explored. The interaction mechanism of emotion state factors regulating the relation between the consumer needs and the irrational consumption behavior of customers is discussed. Survey results based on 416 questionnaires show that social needs, pressure relief needs and cheap pursuit needs are the major intrinsic motivators that cause the irrational behaviors of customers, and that emotion has different moderating functions for the special consumer needs. The aim is to enrich the relative theories of irrational consumption behaviors and to present the important theoretical supports for businesses to implement targeted marketing and develop the new services.关键词
非理性消费行为/顾客需要/消费情绪/目标营销/新服务开发Key words
irrational consumption behavior/consumer need/consumption emotion/target marketing/new service development分类
管理科学引用本文复制引用
李艺,杨晓乐..顾客非理性消费行为机理探析∗[J].沈阳工业大学学报（社会科学版）,2016,9(5):449-458,10.基金项目
国家自然科学基金资助项目(71302162) （71302162）
教育部人文社会科学青年基金项目(13YJC630096)。 （13YJC630096）
