基于诱导策略分析消费者购买行为

“诱饵效应”是一项由来已久的营销原则，也是商家常用的一种营销策略。传统观念认为，消费者在很大程度上会受到营销方提供的情境或框架设计的影响。本研究在经典知信行模型的基础上进行了改进和发展，提出了一个新的消费者购买行为机理的假设模型。随着科技水平的发展和消费观念的转变，传统的“诱饵效应”观念是否适用于今天的市场,还需要进一步探讨。

关键词：诱饵效应；营销策略；消费者心理
Abstract

"Decoy effect" is a long-standing marketing principle. It is a common marketing strategy for businesses. The traditional concept is that consumers are largely affected by the situation or framework design provided by the marketing side. This study is based on the classical KAP model. It has proposed a hypothetical model of a new mechanism of purchasing behavior of the consumers. With the development of science and technology and the changes in consumer attitudes, it is necessary to study whether the traditional concept of "decoy effect" is still suitable for today’s market. 

Key Words: decoy effort; marking strategy; consumers’ psychology
Contents
Abstract (in Chinese) …………………………………………….....I
Abstract (in English) ………………………………………...……..II
Chapter I.  Introduction 1
   1.1. Definition of decoy effort 1
   1.2. The main form of pricing strategy 2
Chapter II.  Literature Review 4
Chapter III.  Consumer purchase decision 7
3.1. Scenario setting 7
3.2. Definition 8
3.3. Methods to be used 8
Chapter IV.  Research design in case of Xinyuan Shopping Mall 12
4.1 Consumers of age composition 12
4.2 Consumers of gender composition 14
4.3. Consumers information sources 15
4.4. Consumer’s Cognition 16
Chapter V.  Conclusion 18
Words Cited 21

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