The Effects of Perceived Selling Behavior on Consumer Revisiting Intentions:the Moderating Role of Patronage Motivations and Frequencies

摘要：

　　Based on the different trading habits and backgrounds of consumers in the process of commodity trading,consumers perceive different sales behaviors.Sales personnel adopt sales strategies to increase sales,prompt consumers to buy and perceive highpressure sales behaviors.An objective evaluation of satisfaction with sales staff,affecting whether or not to visit store again.This paper attempts to explore the impact of consumer perceived sales behavior on the willingness of revisiting store by using enter store motivation and patronage frequency as the moderator variables.It mainly uses SPSS 23 and SmartPLS 3.2.8 as statistical software tools for data processing,establishes structural equation models and moderator effect tests,verifies hypotheses and further explores them.

关键词： Perceived sales behavior willingness of revisiting Enter store motivation Patronage frequency partial least squares structural equation model

作者: Shizhe Wang Xiaoyang Jiang Yanchen Li Biaowen Zheng

作者单位: School of Business,Macao University of Science and Technology Zhongshan Torch Polytechnic,Zhongshan,China

会议类型: 国际会议

会议名称: China Marketing International Conference 2019 (2019中国市场营销国际学术年会)

会议地点: 广州

会议语种:英文

页码: 423-449

在线出版日期: 2019-07-22（万方平台首次上网日期，不代表论文的发表时间）