机读格式显示(MARC)
- 000 01206nam0 2200145 4500
- 020 __ |a 9783631674949 |c CNY284.60
- 242 __ |a 购物点购物者行为( Schriften zu Marketing und Handel)
- 245 __ |a Shopper Behavior at the Point of Purchase (Schriften zu Marketing und Handel)
- 260 __ |b Peter Lang |c 2016
- 490 __ |a Schriften zu Marketing und Handel (Book 18)
- 520 __ |a This book explores two central aspects of shopper behavior at the POP: decision-making itself and how it is affected by in-store and out-of-store factors, with a focus on the role of in-store attention, post-decision choice satisfaction and its determinants. It empirically researches these aspects using data gathered in an eye-tracking field experiment. These data allow for a precise analysis of attention at the POP, as well as of many other important variables of in-store decision-making. Overall, the results show that retailers have less influence on in-store decision-making than manufacturers, despite having control over the POP, as out-of-store factors have a stronger impact on in-store decision-making than in-store factors.
- 999 __ |a 薛洁,xjsnow0511@gmail.com,经济学院,教职工