| 习惯性或忠诚性购买行为下的新产品扩散 |
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| 引用本文： | 王朋.习惯性或忠诚性购买行为下的新产品扩散[J].科研管理,2004,25(5):12-17,7. |
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| 作者姓名： | 王朋 |
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| 作者单位： | 广州大学经济与管理学院,广东,广州,510091 |
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| 摘 要： | 消费者习惯性或忠诚性购买行为对新产品扩散有阻滞作用，从而影响Bass模型在非垄断情况下的应用。在一定条件下通过构建反映这种行为的顾客期望状态转移矩阵，利用惯性系数对Bass宏观创新采用概率做出修正，得出了惯性购买行为下的新产品扩散模型。
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| 关 键 词： | 市场营销 新产品扩散 习惯性购买 忠诚度 |
| 文章编号： | 1000-2995(2004)05-007-0012 |
Diffusion of a New Product Regarding Habitual and Loyal Purchase |
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| Wang Peng.Diffusion of a New Product Regarding Habitual and Loyal Purchase[J].Science Research Management,2004,25(5):12-17,7. |
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| Authors: | Wang Peng |
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| Abstract: | Consumers' habitual and loyal purchase constitutes a barrier to the diffusion of a new product. Consequently the application of the Bass model in the non-monopoly context is hindered. But by constructing the transfer matrix of consumers' expectations as a representation of this behavior and by modifying the adopted macro innovation probability of the Bass model by means of the inertia coefficient, the diffusion model of a new product regarding habitual and loyal purchase can be obtained. |
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| Keywords: | marketing diffusion habitual purchase degree of loyalty |
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