A Script-Theoretic Analysis of Industrial Purchasing Behavior
运用认知脚本理论分析计算机终端采购中的工业购买行为，建立并验证了买家在全新采购、初次销售拜访、后续谈判及修改重购情境下的脚本，为工业营销研究与实践提供启示。
This article applies cognitive script theory to the analysis of the industrial purchase behaviors involved in a computer terminal purchase. Industrial buyers' scripts for the overall new buy purchase process, an initial sales call, a follow-up negotiation meeting, and a modified rebuy situation are established and validated. Implications for industrial marketing research and practice are suggested.