消费者购买决策的变化:15年来动态营销格局中的传统因素和新兴因素

IF 1.2 Q4 MANAGEMENT Marketing and Management of Innovations Pub Date : 2023-01-01 DOI:10.21272/mmi.2023.3-08
Irena Antosova, Michal Psurny, Jana Stavkova
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引用次数: 0

摘要

本文总结了影响消费者购买决策的因素以及这些因素在过去15年中发生的变化。该研究旨在确定在过去15年中影响消费者购买决策的传统因素的强度发生了什么变化,并确定目前影响消费者购买决策的新因素。本研究采用问卷调查的方式在捷克共和国进行(N = 686)。调查结果采用描述性统计与多元探索性因子分析相结合的方法。本文的实证分析结果表明,2007年至2022年间,消费者对影响其购买决策的传统因素的感知重要性在不同的消费类别中没有显著变化。该研究证实,消费者认为质量、价格和必要性是不同类别中最重要的因素,而广告仍然是最不重要的因素。然而,在某些购物类别中,广告的重要性略有增加,例如服装和鞋类和运输,以及折扣的重要性。然而,在消费者做出购买决定之前,已经出现了影响消费者的新因素。服装和鞋类类别被选中进行详细的因素分析,因为消费者认为这里的新兴因素比其他购买类别更重要。通过因子分析,笔者确定了影响消费者购买服装鞋类决策的五个因素,包括新因素和传统因素。第一个决定因素是当前的市场趋势。第二个决定因素是建议,包括来自家人、朋友和专业人士的建议,以及尝试新事物的机会。第三个购买决定因素是基于消费者先前经验的体验,这也塑造了随后的首选参数和产品质量。第四个决定因素是价格。购买决策的最终决定因素是消费和购买的可持续性。研究结果对市场参与者具有一定的参考价值,特别是在客户沟通创新和企业营销管理方面。
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Changes in Consumer Purchasing Decisions: Traditional and Emerging Factors in the Dynamic Marketing Landscape Over 15 Years
The paper summarises the factors influencing consumer purchasing decisions and the changes the factors have undergone over the last 15 years. The research aimed to determine what changes have occurred in the intensity of the traditional factors influencing consumers’ purchasing decisions over the past 15 years and to identify the new factors currently shaping consumers’ purchasing decisions. The research was carried out by means of a questionnaire survey conducted in the Czech Republic (N = 686). The survey results were subjected to descriptive statistics combined with multivariate exploratory factor analysis. The paper presents the results of an empirical analysis which showed that between 2007 and 2022, there were no significant changes in consumers’ perceived importance of traditional factors influencing their purchasing decisions in different categories of consumption. The research has confirmed that consumers perceived quality, price and necessity as the most important factors across the different categories, while advertising was still the least important. However, the perceived importance of advertising has increased slightly in some shopping categories, such as Clothing and Footwear and Transport, along with the perceived importance of discounts. However, new factors have emerged to influence consumers before making a purchase decision. The Clothing and Footwear category was selected for detailed factor analysis because consumers assigned more importance to the emerging factors here than other purchase categories. By applying factor analysis, the authors identified five determinants of consumer decision-making in purchasing Clothing and footwear category, including new and traditional factors. The first determinant was the current trends in the market. The second determinant was recommendations, including recommendations from family, friends and professionals, together with the chance to try something new. The third purchase determinant was experience based on the consumer’s previous experience, which also shaped the subsequently preferred parameters and product quality. The fourth determinant was pricing. The final determinant of the purchase decision was sustainability in both consumption and purchase. The research results are useful for market players, especially in the innovation of customer communication and company marketing management.
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