A Test of Services Marketing Theory: Consumer Information Acquisition Activities
A Test of Services Marketing Theory: Consumer Information Acquisition Activities
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DOI：
10.1177/002224299105500102
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发表时间：
1991-01
影响因子：
12.9
通讯作者：
K. B. Murray
中科院分区：
文献类型：
--
作者：
K. B. Murray
作者探讨了服务消费者的信息需求。在购买决策过程中，搜索行为的动机部分是由感知风险和消费者的能力，以获得相关的信息，购买的不确定性可以解决。市场营销理论认为，消费者以独特的方式使用信息源，以减少与服务相关的不确定性。因此，本文提出了六个假设来检验服务购买者的信息获取。一个实验的方法是比较，在购买前的情况下，消费者使用的服务和商品的消费者使用的信息源。由此产生的数据支持所提供的预测，并扩展了营销理论。
The author explores the information needs of service consumers. In the purchase decision process, search behavior is motivated in part by perceived risk and the consumer's ability to acquire relevant information with which purchase uncertainty can be addressed. Marketing theory suggests that consumers use information sources in a distinctive way to reduce the uncertainty associated with services. Hence, six hypotheses are developed to test the information acquisition of service buyers. An experimental approach is employed to compare, in a prepurchase context, the information sources used by consumers of services and those used by consumers of goods. The resulting data support the predictions offered and extend marketing theory.