| 基于茂名市的消费者道德信念实证研究 |
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| 引用本文： | 文亚青.基于茂名市的消费者道德信念实证研究[J].茂名学院学报,2009,19(6):77-82. |
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| 作者姓名： | 文亚青 |
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| 作者单位： | 茂名学院经济管理学院,广东,茂名,525000 |
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| 摘 要： | 消费者道德信念是消费者行为的先导。茂名市267名消费者道德信念的调查问卷统计分析表明：目前消费者道德信念基本符合社会预期,消费者道德信念与消费行为有背离现象,教育程度对消费者道德信念不存在显著性影响,性别对消费者道德信念的影响明显超过年龄、职业和收入等因素。针对消费者道德信念特征,企业可进一步细分市场并进行差异化营销,以提高经营绩效。
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| 关 键 词： | 消费者 道德信念 实证 茂名市 |
An Empirical Study of Consumer Ethical Belief in Maoming City |
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| WEN Ya-qing.An Empirical Study of Consumer Ethical Belief in Maoming City[J].Journal of Maoming College,2009,19(6):77-82. |
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| Authors: | WEN Ya-qing |
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| Institution: | WEN Ya - qing (College of Economic Management, Maoming University, Maoming 525000, China) |
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| Abstract: | Consumer ethical belief is a guide in consumer behavior. The questionnaires about ethical belief of 267 consumers in Maomiag City showed that： present consumer ethical belief meets the social expectation; consumer ethical beliefs and consumer behavior are incongruent; there is no significant impact of level of education to consumer ethical belief; gender impact is higher than age, occupation, income and other factors. According to the characteristics of consumer ethical belief, enterprises can further segment the markets and differentiate marketing to improve the performance. |
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| Keywords: | consumer ethical beliefs empirical study Maomlng City |
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