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Abstract In the context of a game between retailers and suppliers, from the psychological economics perspective, this paper uses the Katona Psychological Economic Model to study the social effects of consumers shopping psychology on the game between retailers and suppliers. This paper uses the 5-point scale method to make a questionnaire survey of eight factors (the development of private label and new products, promotion, slotting allowance, franchised store, brand development of suppliers and retailers, and price) which affect the consumers purchasing decisions. Then we make a multiple regression analysis on this questionnaire, and make studies on the consumers decisions and the social effects of the game between retailers and suppliers caused by these decisions.
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Received: 05 March 2010
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Corresponding Authors:
XIAO Lu
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2010, Vol. 1 
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