| 信息获取差异对消费者品牌选择的影响——在线渠道与传统渠道的比较研究 |
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| 引用本文： | 吴蓉,桑琳,陈洁.信息获取差异对消费者品牌选择的影响——在线渠道与传统渠道的比较研究[J].情报科学,2007,25(4):485-489. |
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| 作者姓名： | 吴蓉 桑琳 陈洁 |
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| 作者单位： | 上海交通大学,安泰经济与管理学院,上海,200030 |
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| 摘 要： | 本文在比较在线与传统渠道下消费者信息获取的差异性之后，研究了影响两种渠道下消费者信息获取的因素，提出信息获取差异对营销组合变量产生作用并最终影响消费者决策，同时列举出信息获取差异对不同产品种类的影响，最终得到在线渠道下价格、品牌名及产品属性的不同策略。
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| 关 键 词： | 信息获取差异 在线渠道 传统渠道 消费者品牌选择 |
| 文章编号： | 1007-7634（2007）04-0485-05 |
| 收稿时间： | 2006-11-10 |
| 修稿时间： | 2006-11-10 |
The Influence of Difference in Information Availability on Consumer's Brand Choice——A Comparison between Online and Offline Channel |
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| WU Rong,SANG Lin,CHEN Jie.The Influence of Difference in Information Availability on Consumer''''s Brand Choice——A Comparison between Online and Offline Channel[J].Information Science,2007,25(4):485-489. |
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| Authors: | WU Rong SANG Lin CHEN Jie |
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| Institution: | Antai College of Economics and Management, Shanghai Jiaotong University, Shanghai 200030, China |
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| Abstract: | In this article we compare the difference of consumer's information availability between online and offline channel,analyze the ingredients that influence consumer's information availability in the two channels,then study how the difference in information availability will influence marketing mix and consumer's decision making and list the difference in various product categories.Finally we have strategies on price,brand name and product categories in online channel. |
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| Keywords: | information availability difference online channel tradition channel consumer's brand choice |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
