buyer-seller exchanges has been carried on as discrete events instead of ongoing relationships(Dwyer& Schurr,1987). Salesperson customer-oriented behavior show its influence on the development of buyer-seller relationships from several part.( Williams, 1998), nowadays choosing the right choice of behavior seems to be more important. Ganesan(1994) suggests that mutual dependence and the extent to which they trust one another are the two main factors which affect the long-term orientation in a buyer/seller relationship. “Dependence and trust are related to environmental uncertainty, transaction-specific investments, reputation, and satisfaction in a buyer/seller relationship.” Among so many factors, which one is more vital depends on special circumstance and details. There are also researchers focused on the influence from new consumption patterns and technology improvements. Interorganizational data networks can have two opposing effects on buyer-seller relationships. On the one hand, networks may be used to foster electronic marketplaces characterized by more ephemeral transactions between buyers and sellers. Also plausible, however, is the use of networks to strengthen existing commercial relationships and lock in partners by increasing the costs of switching to new trading partners(Steinfield,Kraut &Plummer,1995).
4. Personal values and attitudes
It will not be too hard to understand tha personal values and consumer behavior are related ,The relationship between personal values and consumer behavior has been largely investigated in marketing literature (Kahle et al., 1986), but consumer behavior need to be discussed more thoroughly and clearly. Schwartz(1994) defines that personal values means “enduring beliefs that individuals hold about specific modes of conduct that they think are important and the guiding principles in their lives”.
The personal values have provided the formidable intrinsic driving force for the occurrence of the consumer’s behavior, it has the function of expense guidance, and was considered to be the consumer behavior final determining factor. Therefore, the personal values have the vital significance in the consumption psychology and the
market marketing research area. Many researchers attempt to construct theorization and the generalization of the consumer values and the consumer behavior relation.By studing the structure of the consumer’s personal values, retailers intend to understand the relation between the consumer and products choosen, and formulate the marketing strategy according to the above.
Each society will have some kind of values which is accepted generally by the populace, and the different country's cultural values will also have respectively the different characteristic, individual values will be influented by different cultural values. In the marketing practice, and marketing decision-making, more and more marketing personnel pay attention to personal values of the consumer and its influence on consumer’s behavior.Culture generally is accepted by marketing theorists as one of the underlying determinants of consumer behavior(Henry,1976).
Consumer's rationality is limited. Under the circumstance of rational limited and information limited, the intuition and the feeling of emotionalism will always affect the decision-making. Consumer's personal values and ideology decided by the economic basis and the economic development condition at root, this kind of economic development situation include consumer’s social position in current concrete social environment, economic status, cultural status, disposition by chance and so on. The development of society productivity will immediately influence social legislation, social product structure, population structure and then consumer's values and ideology. The consumers will care more about the working time and the power of consumption, for the income is the basis of decision of the consumer’s expends. The enhancement of consumer’s income level affects consumer's values and the ideology, only when consumer's income allows him to spend much in commodity that is not on food can he form a more luxurious and popular values. In addition, the social stratum background also has major impact to the consumer’s personal values and ideology. For example, compared with a sanitation worker's daughter ,when choosing a famous brand clothing, a general's daughter will be more confident, simultaneously more rapid.
Consumer’s attitude and personal values is undertaking huge transformation all over the world, both devoloped and devoloping countries. Nozomi Enomoto(2011) suggest that Japanese retailers now face various and complicated changes in the business environment, which include economic globalization, development of information technology, demographic change and changes in consumer values and behavior. Consumer values and behavior in Japan reflect a characteristic transition in the retail sector, in which department stores have been a major force. Although Internet sellers offer the lowest prices, research shows that even price-sensitive customers do not always purchase from the Internet. In the network consumption section, value has been gradually deemed as a key motivator in economics and marketing when customer making decision, not prices(Gupta&Hee-Woong Kim).
Methodology
Target ,Sample and Questionnaire
Since the author does not have enough information to carry out the research project, we conducted exploratory-descriptive research (Malhotra, 2010), in order to achieve the purposes of this study..The exploratory phase seeks to clarifying concepts ,broaden the understanding of the study’s main topic and providing elements for the forthcoming steps of study.
In this phase, the author will invite 5~6 classmates or friends to distribute questionnaires which are used to collect basic data in the research. Together with the author, each person will have his own distribution region which should be uniformly distributed in the city, in detail, divide the city into 6 parts on the map, then a classmate will be in charge of one part. In one part , the responsible person will investigate and survey the consumers in the supermarkets or department stores randomly, and he should notice the homogenization of consumers’gender, age and other characteristic if possible. The difference of knowledge is taken into consideration, so the survey won’t
be very complicated.
The proposed questions:
1.What do you know about online shopping and televasion shopping?How often do you perchase through the Internet and televasion?
2.What kind of goods would you buy on the Internet or televasion? And the reason is? 3.Compared with market and department store, what is the advantages and disadvantages of oneline shopping and televasion shopping?
4.Do you think that the new consumption patterns can take place of the traditional one? Why would that happen(or not happen)?
5. What can be your possible motivations for a new kind of goods?
6.What do you think of the relationships between retailers and buyers? What’s your expectation about that? Case study
Wal-Mart , the global biggest retail merchant, has more than 2500 stores in the US, and over 700 shops over the seas. As a traditional enterprise, Wal-Mart has received huge impact from the network shopping and other new shopping ways in recent years. However, facing with threat of consumer decreasing, Wal-Mart built its own e-commerce system, to deal with the challenge from the competitor of new patterns through the development of new operations.In 1986, Wal-Mart set up the QR system for logistic management. In 2010, Wal-Mart promoted its on-line shopping service in Shenzhen,China...Wal-mart makes every effort to adapt to the trend of the conbination of hypothesized supermaket and entity supermarket.That’s why this enterprise could be the best and most profitable company in the retail business for several decades.
Other retail enterprises may obtain the positive advantageous experience from Wal-Mart's case. The retail enterprises should establish the effective information network with high speed. Make full use of the electronic commerce to carry on the data refinement and obtain possible useful information for decision making from the
