| Research on the Mechanism of Retail Strategy Influencing Consumer Behavior Intention——Based on Empirical Analysis of Domestic Luxury Cosmetics Brands |
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| 引用本文： | 仓平,王素芬,夏青.Research on the Mechanism of Retail Strategy Influencing Consumer Behavior Intention——Based on Empirical Analysis of Domestic Luxury Cosmetics Brands[J].东华大学学报(英文版),2009,26(4):450-460. |
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| 作者姓名： | 仓平 王素芬 夏青 |
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| 作者单位： | Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China |
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| 摘 要： | This is a research on the mechanism of retail strategy mix and consumer behavior intention,and psychological impact on consumer attitude, consumer purchase decision-making model and its components are conducted firstly. Next, retail strategy, merchandise strategy, and store strategy, contained in the retail management theory, are adopted as other important variables to measure the impact on consumer attitudes. And then, the key factors of retail strategy mix are identified by means of Focus Group (FG). In a...
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| 关 键 词： | 消费者行为 化妆品品牌 零售商 实证分析 机制 意向 豪华 国产 |
Research on the Mechanism of Retail Strategy Influencing Consumer Behavior Intention--Based on Empirical Analysis of Domestic Luxury Cosmetics Brands |
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| CANG Ping,WANG Su-fen,XIA Qin.Research on the Mechanism of Retail Strategy Influencing Consumer Behavior Intention--Based on Empirical Analysis of Domestic Luxury Cosmetics Brands[J].Journal of Donghua University,2009,26(4):450-460. |
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| Authors: | CANG Ping WANG Su-fen XIA Qin |
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| Institution: | Glorious Sun School of Business and Management, Donghua University, Shanghai 200051, China |
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| Abstract: | This is a research on the mechanism of retail strategy mix and consumer behavior intention, and psychological impact on consumer attitude, consumer purchase decision-making model and its components are conducted firstly. Next, retail strategy, merchandise strategy, and store strategy, contained in the retail management theory, are adopted as other important variables to measure the impact on consumer attitudes. And then, the key factors of retail strategy mix are identified by means of Focus Group (FG). In ... |
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| Keywords: | consumer behavior intention subjective norm of comumers consumer attitude luxcury goods retail strategy |
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