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  • 标题:PERILAKU BERALIH MEREK KONSUMEN DALAM PEMBELIAN PRODUK OTOMOTIF
  • 本地全文:下载
  • 作者:Khusniyah Purwani ; Khusniyah Purwani ; Basu Swastha Dharmmesta
  • 期刊名称:Journal of Indonesian Economy and Business
  • 印刷版ISSN:2085-8272
  • 电子版ISSN:2338-5847
  • 出版年度:2002
  • 卷号:17
  • 期号:3
  • 页码:288-303
  • DOI:10.22146/jieb.6808
  • 语种:English
  • 出版社:Universitas Gadjah Mada
  • 摘要:This research examined of consideration set size to switch brands in automotive purchase, called Sambandam-Lord model (1995). The results showe that the replicated research model could be applied to the observed data, but not all eleven hypotheses could be supported as the researchers expected. Six of the eleven hypotheses, have been supported, while the others have not. This condition indicates that automotive brands switching behavior occurred because of the three factors mentioned in the model, i.e. (1) prior experience, (2) product knowledge, and (3) media search, and other factors. The intended factors which have not been revealed were found as a desire to have newly manufactured cars, a desire to try other brands, and boredom of the owned car, need to be considered for further research.
  • 关键词:Brand switching; consideration set size; prior experience; product knowledge; media search; retailer search; and satisfaction
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