浅析情境因素对消费者心理的影响（A brief analysis of the influence of situational factors on consumer psychology）.docVIP

浅析情境因素对消费者心理的影响（A brief analysis of the influence of situational factors on consumer psychology） A brief analysis of the influence of situational factors on consumer psychology Wucongzhi (Quanzhou Normal University, Fujian, Quanzhou 362000) Abstract: This article through the preliminary study of situational factors, analysis of the impact of various situational factors on consumer psychology, resulting in the final difference Purchasing decision. Provide some constructive suggestions for enterprises to help marketers create a more attractive terminal situation, so that consumers in a good consumer situation Enjoy spending in the environment. Key words: situational factors; consumer psychology; marketing strategy; CLC number: F063.2, document identification code: A Consumer situation theory (I) definition of consumption situation Situation (Situation) or consumer context, refers to the consumer faces Internal and external stimuli that respond to the physical and psychological responses of consumers Su. A situation is made up of temporary events and states, and neither is it Part of the marketing stimulus itself is not a consumer trait. However, Its about how consumers evaluate stimuli, whether and how they react to stimuli Reactions can have important consequences. Situational influences are different from personality, attitudes, etc The influence of individual and psychological factors is also different from macro environmental factors such as culture Because of the influence of the latter two aspects, it has more lasting and extensive characteristics Of. (two) the formation of consumption situation Beck (Belk) believes that a situation is made up of five variables or factors, They are physical, social, environmental, temporal, task, and forward. [1] Physical Surroundings refers to the formation of consumer situations The tangible material factors, the material environment, and the emotions and feelings of consumers Important influence. The social environment (Socia