Research About Customer's Store Variety Seeking Behavior

We are in an era of businesses and fierce competition. It is critical for finding a foothold in businesses to know the needs of the consumers well. The customers will eventually go to who knows them best. Today, the customers are full of knowledge, have times sense, know the market and various valuable information that is available to them, they have their own characterized demands. Hence, it is practical and important to study the behaviors of the customers.As a window of the market, the stores are very helpful in deep analysis of the market. The customers constantly select the shopping places during their selection of goods. They usually have more or less variety seeking behaviors and so, we catch or loose the chances of businesses during these constantly variety seeking process.In the past, lots of researches focused on the effects of the products of the enterprises or their operations on the behaviors of the customers and much less researches were found focusing on the customers' awareness and evaluation of matters other than the reaction to the external stimulations. However, in this era of characterized consummation, the importance of consuming behavior resulted from factors of consumer per se are emerging gradually.This research concentrates on the customers' views of and attitude to their perceived benefit or risk of their variety seeking as well as the effect of these factors on the customers' tendency to variety seeking of the stores and actual variety seeking actions.In this essay, the research framework is to approach whether the customers' perceived benefit or risk of their variety seeking would lead to their behavior of variety seeking. In the meantime, this essay studies the effect of four interference factors: the source of income, the consuming purpose, the impulsiveness and the attitude of the customers to change seeking on the former core framework.The hypotheses this reserch given are exactly under the whole framework. And through the way of questionnaire designing and sending out, this research collected papers and by means of factor analysis and linear regression of the answers, the reserch demonstrates most...