城市家庭消费者决策代际影响分析-analysis of intergenerational impact of urban household consumer decision - making.docxVIP

安徽 安徽财经大学硕士学位论文 PAGE PAGE III IV IV and found that the degree of influence between the three exists slightly different. The results show that the role of brand preference is the most significant, followed by consumer skills, the role of consumer attitudes are relatively low. In addition, the intergenerational impact on different types of products is not the same, and the convenience goods affected by the intergenerational impact is more than selective items and special items. This paper provides a strategic tool for enterprises to develop a marketing. The result of this study has important guiding significance for enterprises to make a market strategy, and makes marketing managers fully take into the effectiveness of intergenerational influence in development of marketing plans. Moreover, the result of this paper also makes the marketing managers understand and grasp the consumer psychological feeling more accurately, and attention to render the harmony of the family atmosphere in the marketing activities and achieve the purpose of expanding market share by using the effectiveness of intergenerational influence. Finally, the result provides a new way of thinking for managers to attract potential consumers. Keywords: intergenerational influence, consumer socialization, consumer attitudes, consumer skills 城市家庭消费者决策代际影响研究 目录 目 录 HYPERLINK \l _bookmark0 第一章 绪论 1 HYPERLINK \l _bookmark1 第一节 选题背景与研究意义 1 HYPERLINK \l _bookmark2 一、选题背景 1 HYPERLINK \l _bookmark3 二、研究意义 1 HYPERLINK \l _bookmark4 第二节 研究方法和思路 2 HYPERLINK \l _bookmark5 一、研究方法 2 HYPERLINK \l _bookmark6 二、研究思路 2 HYPERLINK \l _bookmark7 第三节 研究创新之处 3 HYPERLINK \l _bookmark8 第二章 文献综述 4 HYPERLINK \l _bookmark9 第一节 消费者社会化研究概述 4 HYPERLINK \l _bookmark10 第二节 消费者社会化与代际影响 5 HYPERLINK \l _bookmark11 第三节 消费行为代际影响研究现状 7 HYPERLINK \l _bookmark12 一、代际影响的调节因素研究 7 HYPERLINK \l _bookmark13 二、代际影响的持续性研究 8 HYPERLINK \l _bookmark14 三、代际影响的表现维度与测量方式 9 HYPERLINK \l _bookmark15 第三章 研究设计 13 HYPERLINK \l _bookmark16