消费者行为研究进展评述:方法论和理论范式

作为营销管理学科体系根基的消费者行为研究,目前在方法论和理论范式方面存在一系列问题:把一个完整的消费者身心假设为各元素和局部过程的简单组合;缺乏横贯不同层面的系统整体研究方法论;静态、局部现象代替整体心理行为规律。要突破这些研究难题,必须从系统全息论出发,融合消费者先天气质特征与后天外部环境作用,构建一个关于消费者气质-行为整体系统的理论范式,研究消费者身心系统的结构与功能的时空变化规律。

Critical Review on Consumer Behavior Research:Methodology and Theoretical Paradigms

The study of consumer behavior, the base of marketing management, is severely flawed both methodologically and theoretically. The critical review to the research on consumer behavior reveals that there exist the following problems in the research: assuming the whole consumer psychology as the mix-ture of elements and topical processes, lack of systematic methodology that traverses different analytical perspectives, substituting integral psychological rule by static and partial phenomenon. To get rid of such obstacles, we need apply holographic methodology and construct a theoretical paradigm concerning consumer's personality-behavior system in order to further explore the spatial-temporal variation rule of consumer psychology.