以电子设备为例，研究消费者产生的媒介对消费者购买行为的影响

Q3 Decision Sciences

Journal of Management Information and Decision Science Pub Date : 2022-06-30 DOI:10.26524/jms.12.31

Galla Lavanya, Subbarayudu Y

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引用次数: 0

摘要

本研究的目的是了解消费者生成的媒体通过利用消费者对电子设备的决策过程来影响消费者行为的作用。本研究主要关注高度复杂的购买行为，其特点是消费者参与度高，品牌差异突出。这项研究通过在线调查的方式，对来自拉亚西玛区四个地区的精通科技的消费者进行了调查。120名受访者的数据样本采用并应用SPSS进行分析。结果表明，消费者生成媒体对消费者决策过程的影响主要表现在信息搜索和替代评价两个阶段。

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A study on role of consumer generated media in influencing consumer buying behaviour with reference to electronic devices

The aim of the study is to understand the role of Consumer Generated Media in influencing consumer’s behaviour by utilising consumer decision-making process towards electronic devices. The study mainly focused on high complex purchases, which are characterised by high consumer involvement and prominent brand differences.The study relied on techno-savvy consumers’ from four districts of Rayalseema zone via online survey.Data from a sample of 120 respondents had taken and applied SPSS for analysis. Results shown that consumer generated media shows much impact on consumer decision- making process mainly at the stages of information search and alternative evaluation.

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来源期刊

Journal of Management Information and Decision Science Decision Sciences-Information Systems and Management

自引率

0.00%

发文量

期刊介绍： Journal of Management Information and Decision Sciences (JMIDS) is a reputed open access journal affiliated to Allied Business Academies. The journal focuses on disseminating the latest research in the field of management information system and its role in decision making, as well their relationships to cognate disciplines including Economics, Finance, Management, Management Science, Marketing, Statistics, Operations Research and Engineering. The journal adheres to stringent double blind peer review policy to maintain the publication quality.