%0 Journal Article
%T 基于公平理论的消费者购买行为分析<br/>Analysis of Consumer Purchase Behavior Based on Equity Theory
%A 裘晓东
%A 姜辉
%J Modern Marketing
%P 60-62
%@ 2160-7370
%D 2011
%I Hans Publishing
%R 10.12677/mom.2011.13012
%X 本文以亚当斯的公平理论为基础，分析了影响消费者的购买行为发生的因素，即只有当消费者对其购买过程的感知是公平的时候，消费者的购买行为才会发生，而影响这种感知的因素主要包括两方面：产品感知和服务感知。进而对企业如何引导消费者购买行为的发生提出了一些策略建议。<br />
Factors affecting consumer purchase behavior were analyzed in this article based on Adams equity theory, namely consumer purchase behavior occurred only when they had perceived justice on purchase be- havior, which was effected by two factors—product perception and service perception. Furthermore, puts for- ward some policies and suggestions for enterprise on how to guide the occurrence of consumer purchase be- havior.
%K 公平理论；公平感知；产品感知；服务感知；购买行为<br/>Equity Theory
%K Perceived Justice
%K Product Perception
%K Service Perception
%K Purchase Behavior
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=358