购物中心大额购买者与小额购买者的行为差异:一项跨国和跨地区的比较研究

通过对在西安、美国和香港进行问卷调查所得数据的分析,研究了购物中心大额购买者与小额购买者之间在惠顾动机、惠顾行为和购买行为上的异同,得到三个适用性较强的结论:第一,大额购买者有较强的购买动机和较明确的购物计划,小额购买者的购买动机较弱,购物计划也比较模糊;第二,大额购买者是购买非食品类产品的主体,同时在食品购买方面也很重要,而小额购买者在购买食品方面十分重要;第三,在购买时,大额购买者比小额购买者更注重品牌.另外,还得到了一些只是在一定条件下适用的结论.最后讨论了研究结果的应用.

Behavioral Differences between Heavy Buyers and Light Buyers in Shopping Malls: A comparative study with data from different countries and regions

By analyzing the survey data collected from shopping malls in Xi′an, USA and Hong Kong, this paper compares the similarities and differences between the heavy buyers and the light buyers on shopping motivation, shopping behavior, and buying behavior. It is found that, firstly, the heavy buyers have stronger buying motivations and clearer buying plans; secondly, the heavy buyers are important in buying both non-food products and food products, and light buyers are only important in buying food products; thi...