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Researches about the mediated effects of the key variables |
SHI You-chun GENG Xiu-lin ZHANG Yong-jian |
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Abstract How to build a new analytical paradigm of market segmentation relates to the choice of descriptive variables and marketing puzzles that exist in marketing practice as well as in marketing researches. Based on the model put forward by relevant scholars, the paper further elicits some key variables which are composed of main objective needs, target values, signal values and consumer resources from the descriptive variables, and makes a hypothesis that the key variables display mediating effects between the basic demographic factors and behavioral variables. The hypothesis is supported by the empirical outcomes of private car case. The paper suggests that marketers may try the new paradigm of market segmentation to explain and predict the purchasing behavior.
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Received: 23 October 2009
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Corresponding Authors:
SHI You-chun
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