消费者决策网络:概念与相关问题研究

Consumer Decision-making Network: A Research on the Concept and Related Issues

随着互联网时代与全球化时代的来临,消费者环境(consumer environments)快速变化,消费者决策行为呈现出越来越明显的网络效应,经典的属性变量分析方法已难以有效解释日益复杂的消费者决策行为和众多新的市场现象。提出消费者决策网络的概念,可为日益复杂和网络化的消费者决策问题研究展现一种新的方法,其基本设定是消费者决策处于某类网络中,网络的某些特定的关系结构影响着消费者的决策行为,消费者决策网络可以描述为某类特定的网络图。借助消费者决策网络概念,能够运用网络技术描述、分析消费者决策的关联关系结构,以及消费者决策位置结构,进而理解网络结构因素对消费者决策的影响,并以此为基础描述"市场锁定"、"市场诱导"等复杂市场现象产生的条件与机理。

With the coming associated with the rapidly c of the age of internet and globalization, the network effect of consumer decision-making hanging consumer environment has been increasingly evident. Consequently, the tradi- tional analysis methods based on attributes cannot adequately explain the increasingly complex consumer decision- making behavior and many new market phenomena. In view of these problems, this paper puts forth the new con- cept of consumer decision-making network. The basic prerequisite of consumer decision-making network is that ev- ery consumer is embedded in a certain network and the network structure will affect the consumers＇ decision-mak- ing. It follows that the consumer decision-making network can be described as a particular network. Based on con- sumer decision-making network, we can use network technology to describe and analyze the structure of consumer decision-making relationship, and the location of the consumer decision-making structure, thus studying the influ- ence of the network structural factors on consumer decision-making. We can further describe and analyze the for- mation mechanism and generation condition of some complex market phenomena, such as ＂lock- in ＂,＂ decoy effect＂ and others.