Consumers' Purchase Intentions and their Behavior

被引：57
|
作者：
Morwitz, Vicki [1 ,2 ]
机构：
[1] NYU, Leonard N Stern Sch Business, Business Leadership, 40 West 4th St, New York, NY 10003 USA
[2] NYU, Leonard N Stern Sch Business, Mkt, New York, NY USA
来源：
FOUNDATIONS AND TRENDS IN MARKETING | 2012年 / 7卷 / 03期
关键词：
D O I：
10.1561/1700000036
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Purchase intentions are frequently measured and used by marketing managers as an input for decisions about new and existing products and services. Purchase intentions are correlated and predict future sales, but do so imperfectly. I review and summarize research on the relationship between purchase intentions and sales that has been conducted over the past 60 years. This review offers insights into how best to measure purchase intentions, how to forecast sales from purchase intentions measures, and why purchase intentions do not always translate into sales.
引用
收藏
页码：181 / 230
页数：50
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