购物中心大额购买者与小额购买者的行为差异: 一项跨国和跨地区的比较研究

By analyzing the survey data collected from shopping malls in Xi'an, USA and Hong Kong, this paper compares the similarities and differences between the heavy buyers and the light buyers on shopping motivation, shopping behavior, and buying behavior. It is found that, firstly, the heavy buyers have stronger buying motivations and clearer buying plans; secondly, the heavy buyers are important in buying both non-food products and food products, and light buyers are only important in buying food products; thirdly, the heavy buyers pay more attention on brands than the light buyers when buying. In addition, the paper also gets some conclusions which are useful in certain contexts. Finally, it suggests the implications of the results.