消费者行为研究的社会科学视角与中国本土化研究的主题

On the Perspectives of Social Sciences in Consumer Behavior and Themes of China Indigenous Research

多年来社会科学的许多理论和方法被用于研究消费者行为,其中阐述实证主义导向的社会科学理论和方法从外部思考消费者行为,阐释主义导向的社会科学理论和方法更多的是论述了对消费者行为"是什么"的问题,二者应该能够相辅相成。无论以哪种理论和方法进行研究,重要的是将消费者行为研究与中国消费者行为特色结合起来,在中国背景下检验西方理论和模型的适用性,提出符合中国国情的理论模型,开展针对中国情境的特定理论或知识研究。

Over the years, various theories and approaches based on social sciences have been applied to researching the consumer. In this paper, the theories and approaches orientated by positivism in social sciences are discussed for thinking outside of the consumer behavior, and then the topics and prospects of the theories and approaches orientated interpretivism. Three themes of China indigenous research deserving more attention are advanced by the author.