消费者态度的形成与改变外文翻译.docVIP

PAGE 1 PAGE 1 外文翻译 原文 Title: Consumer attitude to the formation and change Material Source: consumer behavior Author:leon G. Schiffman (1) consumer attitude on purchasing behavior of influence Generally speaking, consumer attitude on purchase behavior, and the influence of the main reflected by the following three aspects: First, consumers will influence the attitude of the product, the trademark judgment and evaluation. Secondly, the attitude that influence consumer learning interest and learning effect. Finally, attitude through influencing consumers purchase intention, affect purchase behavior. FeiXi this (M.F ishbein) and ajie grace (I.A jzen) that consumers whether to have an object to specific actions, not according to his version of the objects attitude to predict, for specific actions by the action of the people is the intention of the decision. Trying to predict consumer behavior, must understand consumers intentions, and consumer attitude is only one of the factors to determine its intention. (2) purchase behavior and manner inconsistent influencing factors Front has pointed out, consumer attitude in general to buy intention through the middle variable to affect consumers purchasing behavior, attitude and behavior between in many cases are not consistent. Cause inconsistent reason, besides front has mentioned subjective norms, accidents beyond, there are many other factors. Below to these factors making a brief discussion. Purchasing motivation: even if consumers of an enterprise or a product hold a positive attitude and goodwill, but if lack of purchasing motivation, consumer also will not necessarily take buy action. For instance, some consumers may on IBM production computer friendly, think IBM computer quality outstanding, but these consumers may not realize that need to have an IBM computers, cause attitude and behavior between inconsistencies. Purchasing power of a product that consumers may special esteem, but due to the economic capacity cons