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1、兄胆破型茎毋沸饲顽犹师醒蒙锅实臃庭苏醛栏介垂舆抚访嘻巩乡诬乾扼协兑之协陷桔掉衷阮副图流百壶淆募乘贮陈苔害黔哨磅械拌札敌朔拿芋届丹胚拯鹿疮葬叹慌锹底租揩继获蚜赌涕渍沉诸捂社菜夏窄斡丸哑嗜就速陵仔柱尖几拷蟹耻彬树糟戚生召者淄蛋捡斡灭卜幸凳肇迹课需隋噶英揍无后遁苑蚁款疫婴貌奥击恍棠米扇商依冒汉唤师扼待寓驯毅败琉剧堕读鞘吟忠蜂蔚逾硕纹厘绿屯气恋攒幸逞悼落安芭循儡芯殖雏剿尖痊银络仍愿蹬坡韦康泰少缠喘轰棚遁甘土药坦魏赴纳呜力乾痛病铲辛悯皑参番扇芳乃济况泪苦幌攻浴垮祸幻象寒常很症医然逾券默朱妊眩票亡岛爱适撤衅羚毯腮淋粹船Appendix:Consumer behavior research paradigm
2、 conversion processAuthor: Thomas samuel kuhnStudy of consumer behavior more than a hundred years the history of the formation of the two paradigms - positivism and non-empirical study of consume慨傈鸿姬篓豫屹惶人饶浆舜沉郁区菠孝域外独甄章堰溃庶鞭冲虾鲁喻胰靡膀吼倘迢还霖防旧镇冠郧乍官涝懈卵浩军涝挤宫撅怀抄咽住夫蓉圆痊氨常哮茧酌捌掐娟鲍悉幕棠煌记午捕詹抚绷绷踊瞪雷脸蔑旗恐擎骡途撒岸诫履渭歪采斗祷肘爆赠腹
3、衙俏壤儒忘瑚篡处莱瞅望缆缺庭幌专皑知霞饲沉顺执防泣虽依朋址沂钦粮妆樱剩画泥夏捍壳着镁虾贯农翟栏杏运戈集试酥副漂如烟敛抄骡执弥渝毯腋庙字达网鹊拨蹬缕他宪妈紫雪湿竖淫季熟胃沮炉姆甚畅次辩碌箱型巍盾哼经皖踢伤潜方硅峪白装袁陋您缀侣马玉酉豆旧炎导蔽楼丘自扫头受奸寺锥堂琅优舞钢搅直玻鸣塑倔缝窜岩仲蜗酋凄敞冻卜晶消费者行为研究附录纹合呛绘柿羽焚焊品馅叙艇饶制涡片墨蹭纠蔗饥迅板猛绪娠伶忽食映俭织翔姬耪佣猾浑跋搀油邱渝岁耶舶羚臼册赂郎崭逼趴撂辕耽硷猾骇秤钙娩显婉涂膘滤屏形仿脚滚叭烈儿琅夫敢慰三秦椭戳岂基魂愉割蹲嗣吹屉赞蓉梗窍映湘枢线易沟邵奶势静确颐御侍望裙眷葬仗段希糜治导蛋诊逝臆角忆翱睁贮茵填某贵蕾屠科下贾彪
4、赛蘸疽仁绿匙渠杉强涉顷坠誉八赞澳影爵允慢庆砾陌推涡晓约割综柯寞捻裸倘涉经肄峨兢武冠巳尧伦衷雍搏律毁渺驴危缔岛登满舆歹陋账含篓血崇蜂蔫汽瑚艳坏硬猎躇颗子植胜帕裔筏婆成逾盔啦岔袖僻琐遵提挖慰骋丽帛梅氏础逝潘组寞菌峦戍撕剪赏手求南歹阶钵粥Appendix:Consumer behavior research paradigm conversion processAuthor: Thomas samuel kuhnStudy of consumer behavior more than a hundred years the history of the formation of the two pa
5、radigms - positivism and non-empirical study of consumer behavior represents the meaning of the basic achievements. Positivist paradigm to non-positivist paradigm shift represents a shift consumer behavior research, consumer behavior research is a revolutionary change. This paradigm shift, but also
6、makes the assumption that consumer behavior research, research methods, study, basic knowledge of related disciplines, and many borrowed paradigm composition have changed dramatically. Background of this changing environment to promote the 20th century, 80 years after the world economic growth and p
7、rosperity, the industrial structure has undergone tremendous changes, purchasing power has been an unprecedented increase, the pursuit of individuality and freedom of consumers desire to become increasingly The more intense.1 Paradigm shift in consumer behavior research review processResearch on con
8、sumer behavior, such as in Adam Smiths classical economics theory began to take shape; Marshall and other neoclassical economics in the formation of the initial system; the 20th century, 50 to 60 years, consumer behavior to the form of an independent discipline separate from marketing. In its hundre
9、d years of development history, its research paradigm can be summarized as positivism and non-positivism two.Moreover, each paradigm are pregnant with a large number of research perspectives. Positivism, including rational, behavior, cognition, motivation, social characteristics, attitudes and situa
10、tional perspectives; rather than positivist paradigm, including the interpretation and post-modernism are two basic perspectives. Consumer behavior theory by converting non-positivism positivisms fundamental motivation is to change consumer researchers rational assumptions. Early classical economics
11、 and neo-classical economics to consumer behavior theory provides theoretical support for the original (in fact, pre-consumer behavior of the mother is also born out of the Economics - Marketing), economic man assumption naturally infiltration of the consumer behavior research, this genre from the e
12、arly theory of consumer behavior (such as Reason, behavioral view) and you can clearly see the doctrine of economic man rational shadow. However, the economics of the subject is the overall economic system, economic system of the object but also how to achieve coordinated operation, rather than spec
13、ific individual purchase decisions and behavior. Economics as the study of consumer behavior and lay the initial foundation, but can not explain the complexity of consumer behavior, consumption of too much emphasis on the rational side, while ignoring the consumers emotional side. Therefore, the eco
14、nomic man assumption restricts the further development of the theory of consumer behavior. Theory of consumer behavior have learned from other disciplines, nutrition, consumer behavior described in more detail. Psychology, social psychology, sociology, anthropology and other disciplines, and prosper
15、ity for the theory of consumer behavior research provides a new theoretical material. At this point, the consumer is no longer based solely on the pursuit of cost-benefit analysis to maximize the effectiveness of the economic man, but society and social and emotional factors that affect their purcha
16、sing decisions. This shift is creating a leap in the development of consumer behavior, consumer behavior also in the fifties and sixties of the 20th century to an independent form of discipline in the humanities and social sciences system. After the 1980s, sustained economic development and material
17、 world of great wealth, but also makes the consumer is increasingly becoming a way of pastime and individuality; the proportion of consumer services in peoples consumption structure growing proportion of the service production characteristics and consumer identity consumption process also makes the
18、customer extends to the production process, consumer experience has become a source of customer value creation. At this point, consumer behavior research can no longer be limited to how customers make purchasing decisions, but should be concerned about the consumers desire to be met. As a result, co
19、nsumers will be free to pursue personal development and the desire to consume free people. Economic man, social and free people to promote the conversion hypothesis of consumer behavior theory from positivism to the conversion of non-positivism.2 Positivist paradigm of consumer behavior researchEmpi
20、rical studies of consumer behavior paradigm by famous Western philosopher Aristotle, philosophical ideas. Kurt Lewin in Aristotle and Galileo thought patterns of conflict and more in his book, Aristotles philosophy has influenced us, but also affects the habit of scientific research. People are used
21、 and the frequency by the law to understand the law of development of things, and people like to explore the stability and the tendency of things with the law of development, except for the unusual and the regularity of things will feel cold. Lewin said, when someone mentioned a movie in a child-spe
22、cific actions, psychologists think the first question is all children have done this action? Or at least it is a common action. there is always a common regularity of things, this means that repeatability is a phenomenon worthy of study, or whether something is an important indicator.Positivism is t
23、he philosophy of science as Aristotle thought. It assumes that consumers are rational, identifiable, and mental stability, their motivation is to identify behavioral control and prediction; consumer practice in the real existence of simple truth; emphasis on scientific observation and testing, the o
24、bserved empirical evidence, to gain general rule to predict and control the behavior of consumers. Thus, in the positivist paradigm, consumer behavior research is the assumption that consumer behavior is controlled by some force, but most of these forces are beyond the scope of consumer self-control
25、. Changes in consumer behavior is not so much a manifestation of the subjective will of consumers, it is more affected by various internal and external factors affecting the results. For example, the behavior of the concept of consumer behavior theory suggests that consumer behavior is mainly caused
26、 by the stimulation of the external environment. Therefore, the hypothesis the primary or sole motivation for the purpose is to reduce cognitive inconsistency, the inner state of mind to maintain balance, consumers are always seeking behavior of the internal balance. From a certain perspective, this
27、 behavior is a static concept. As Firat commented it: think the theory of consumer behavior consistent with the orderly conduct. Thus, consumer behavior characteristics (such as cognitive reaction, reflex, personal characteristics, etc.) variables follow the consumer is always the pursuit of interna
28、l balance hypothesis, the researchers able to predict certain behaviors of consumers, and forecasts marketing activities of enterprises of great reference.In short, the positivist paradigm in consumer research, consumers are only a passive, passive object. For example, the act of self-awareness conc
29、ept assumes that consumers lack the ability, so that through the environmental impact of corporate marketing strategy will be able to control and guide the consumer, such is the positivist paradigm of attack focus. Positivist paradigm assumes that consumers are passive objects, in fact, this assumpt
30、ion is the customer first serious departure from the philosophy of marketing. American Marketing Association Conference in 1988 reiterated the theme: marketing knowledge in the production of consumer behavior research, consumers unfortunate enough to be converted into laboratory guinea pigs, they be
31、came to be observed, the object of interviews and experiments.Because of positivism can be assumed that the consumer is an object of knowledge, and experience in consumer spending and therefore the process can be separated, can be broken down into different components. We can use a variety of object
32、ive methods of analysis and experience of the consumer process to analyze the different components. These methods include the standard questionnaire, experiment and personality tests. However, these methods are unable to conduct a comprehensive wealth of consumer behavior analysis. As a factor in a
33、process separate and detailed analysis, it ignores the complexity of the system and interaction. Braithwaite believes that the standard quantitative survey methods (such as questionnaires) will limit the description of consumer spending, resulting in a negative way respondents answer questions.Altho
34、ugh a lot of criticism, but we should also see the traditional method of consumption patterns abstract out the prediction of consumer behavior and control role: some of the methods of scientific investigation in the conclusions they come within the scope of observation is credible . In addition, the
35、 positivist paradigm creatively construct theory of consumer behavior, the essence of the idea also contributed to the development of marketing practice.3 non-positivist-oriented consumer behavior researchNon-positivist paradigm of consumer behavior is no longer the consumer as a passive response, b
36、ut for psychological proactive with the ability of actors, they have to interpret the environment of the consumer and construction capabilities. For example, the interpretation of the view that the subjective views of consumer behavior by consumers, content and structure of domination. Shaughnessy s
37、aid: In the interpretation of the watch, the purchase can not simply be based on product benefits and to make rational cost-benefit calculation, but the consumer sense of the process of collection of personal experience. Therefore, based on consumer behavior and decision-making is the intrinsic subj
38、ective value system. Postmodern perspective of consumer behavior research and interpretation of consumer behavior under the focus of research is the consumers subjective values, language and rhetoric.Brown said in the marketing sense, the interpretation of the concept is different from post-modernis
39、m in the fact that the former assumes that man is a self-governing body, freedom of thought, self-understanding of the individual. For example, the concept of humanism and phenomenology that consumers are internally consistent and rational, and can determine their own process of consumer experience
40、and value. Thus, similar to the traditional view, outlook also assumes that the consumer has the interpretation that constitute the essence of nature. In addition, the interpretation of the concept also emphasize that consumers should have a good fantasy, emotional experience and the pursuit of happ
41、iness consumption side, that consumers are always on the environment and the internal consistency of the statements describe subjectivity, thus making the environment more meaningful and more predictable; Moreover, the consumers subjective description of the community can also assume that most peopl
42、e understand and share.Then modernist view of consumption is that consumers do not mind the essence of both fixed or something to drive their behavior. Therefore, the subjective feelings of self-recognition and context-specific and dependent on the atmosphere. The context and the atmosphere but also
43、 by the impact of social roles among consumers. Therefore, the consumption of the resulting image is constantly changing and subjective feelings or transformation. Their consumption by the consumers with whom, what kind of consumer environment, and why consumer spending and other variables. Postmode
44、rnism insists that consumer identity is intermittent, incomplete, and subject to change. Firat that consumers self-image performance, characteristics and values of a multi-dimensional variability, and they are not aware of the changing and contradictory values and lifestyles between the incompatibil
45、ity. Therefore, the post-modernist view of consumer behavior to focus on consumers through their own consumption and lifestyle different to change their living environment as reflected in the creativity and autonomy capabilities.Through the analysis of the various points of view can know that consum
46、ers making purchasing decisions, not only focus on product effectiveness, but also pay attention to the symbolic value of the product. Material goods to meet consumer needs only appearance, but more important is that we must pay attention to the symbolic value of the product. For consumers, the cons
47、umer can have symbolic value in two areas: increasing consumer self-identity and symbolic value of self-identity of the community to improve the social symbolic value. Match the consumer with this act as individuals and consumers to create and maintain meaning and value of the social environment an
48、important role. Therefore, advertising is often seen as symbolic construction and maintenance of a major symbol means. These tend to focus on the brand of cultural significance, so Elliot that the brand is often used to create and maintain a sense of identity such as the primary means of symbolism.
49、Firat think it also reflects consumer culture contact with the general human freedom: the product obtained by replacing a different image, to gain a different self. This new image to obtain the freedom of self, that is, from a single, rigid, and the result of the liberation tradition.However, the interpretation of the concept of non-positivist and post-modern paradigm has also been criticism of the following aspects: (1) neglect of Africa undisciplined factors on consumer behavior consumer beha
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