| 刘鸿英,徐科技.大众传媒、大众文化与“即兴购物”社会因素研究[J].南京邮电大学学报(社会科学版）,2006,(2):46~51 |
| 大众传媒、大众文化与“即兴购物”社会因素研究 |
| A Study on Relationship between Mass Media, Popular Cultureand Social Factors of Impulsive Purchase |
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| DOI： |
| 中文关键词: 大众传媒 大众文化 广告 即兴购物 |
| 英文关键词:mass media popular culture advertising impulsive purchase |
| 基金项目:浙江省社科联合会基金项目（04N69） |
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| 中文摘要: |
| 大众媒介与大众文化对广告产生影响，而广告使众多消费者产生“即兴购物”行为。对上海、南京、杭州、宁波的“即兴购物”消费者行为进行的研究得出：即兴购物行为存在性别差异，与物品价格没有正面影响，但存在区域差异等现象，而导致即兴购物的主要原因是消费者因购物而得到的快感和满足。 |
| 英文摘要: |
| Mass media and popular culture influence advertising, and advertising in turn produces impulsive purchase. The survey conducted in Shanghai, Nanjing, Hangzhou and Ningbo to investigate the impulsive purchase behaviors indicates that there is a difference between men and women in their impulse buying actions whiles the prices are not an impacting factor but differ from city to city, and the main reason for impulsive purchase is the consumers' satisfaction and pleasure from their purchasing actions. |
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