吴波;李东进;张初兵;

• 1:天津财经大学商学院
• 2:南开大学商学院

摘要(Abstract)：

努力是一种内在的、不稳定的、可控的、有限的资源投入,既是消费者目标追求不可或缺的要素,又意味着成本。包括信息搜寻、备选方案比较、实际购买行为、购后消费和评价在内的消费者购买决策过程的很多活动都离不开努力。虽然以往已有一些关于消费者努力的研究,但是这方面的研究还比较分散和零散。鉴于此,本文将营销领域已有的消费者努力研究归纳为三个方面,分别是努力与目标的关系、努力与价值的关系、努力与奖赏的关系,并且指出了消费者努力研究的意义、已有研究的不足和未来研究的重点。

关键词(KeyWords)： 消费者努力;目标;价值;奖赏

Abstract:

Keywords:

基金项目(Foundation): 国家自然科学基金项目(71372099)

作者(Authors): 吴波;李东进;张初兵;

DOI: 10.16538/j.cnki.fem.2015.09.006

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