娱乐营销、体验消费与消费者行为:葡萄酒在店内选择的决定因素

IF 1.6 Q1 Economics, Econometrics and Finance
Marco Platania, Silvia Platania, Giuseppe Santisi
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引用次数: 37

摘要

本研究的目的是发现葡萄酒商店的变量,唤起消费者的购买欲望。葡萄酒是一种复杂的产品:在合适的销售环境中,它的特性更容易被感知和重视。商店环境包含各种各样的刺激,这些刺激可能被顾客的感官感知到,并且每个刺激都提供了许多可变的选择。Mehrabian和Russell的框架明确指出,个体对环境的反应至少有三个维度:愉悦、觉醒和支配(PAD)。拒绝(回避)和接近是消费者对这些维度的行为反应。该商店共有130名回应者。结果表明,情绪刺激与环境刺激介导的行为反应之间的关系是研究结果的核心。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Entertainment marketing, experiential consumption and consumer behavior: the determinant of choice of wine in the store

The aim of this study is to discover the wine store variables that arouse the desire to purchase in the consumer. Wine is a complex product: its features are better able to be perceived and valued in a suitable sales environment. The store environment contains various stimuli that might be perceived by the customer׳s senses, and each stimulus offers many variable options. Mehrabian and Russell׳s framework specifies that individuals react to their environment along at least three dimensions: Pleasure, Arousal, and Dominance (PAD). Dismissing (avoidance) and approaching are the behavioral responses of the consumer to these dimensions. There were 130 responding participants in the store. The relationship between emotions stimulated in the store and behavioral responses, which was mediated by environmental stimuli, were central in the results.

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来源期刊
Wine Economics and Policy
Wine Economics and Policy Economics, Econometrics and Finance-Economics, Econometrics and Finance (all)
CiteScore
2.20
自引率
0.00%
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0
审稿时长
28 weeks
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