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影響消費者購買身心障礙福利商品之因素-以高雄市為例

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表 2-1  消費者刺激示意表(修改自 Reynolds and Wells, 1977)  觀點  消費者觀點  與人的相關程度高  與人的相關程度低  業者  觀點  業者可控制  ˙服務人員的外觀或態度  ˙報章媒體廣告 ˙現場環境  ˙所提供的產品  業者不可控制  ˙消費者的親友評價  ˙大眾傳播媒體報導  (2) 消費者特性
圖 2-3  以 S-O-R 模式看消費者行為(修改自 Reynolds and Wells, 1977)            二、Nicosia消費者行為模式         Nicosia (1968)認為: 『消費即是以非轉售為目的之購買行為』 ,並且以 消費者與決策過程為研究基礎,將消費者行為模式分成四個部份,分別為 外來訊息、資訊搜集與評估、購買行為與資訊回饋。其中外來訊息為透過 業者產品資訊的揭露,經消費者接受吸收後,形成消費者的態度。而資訊 搜集與評估主要指的是透過消費者主動搜集產品的相關資
圖 2-4 Nicosia 消費者行為模式( Nicosia, 1968)    三、Schiffman消費者行為模式
圖 2-5 Schiffman 消費者行為模式(Schiffman and Kanuk, 1991)
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