网络消费行为研究脉络梳理与网络消费决策双轨模型构建

A Review of Research Context of Online Consumer Behavior and the Construction of Double-track Online Consumer Decision-making Model

长久以来,网络消费行为研究沿袭了传统的范式和方法,注重以消费心理解释或预测消费行为,且主要通过问卷调研法获取数据。虽然消费心理模型的不断优化提高了其对消费行为的解释力,但目前相关研究仍未充分体现网络消费行为和传统市场消费行为的差异。本文从网络消费行为研究的内容、发展阶段、进展和不足等方面对以往文献进行分析,并基于此对未来研究方向进行预测,最终整合提出包含行为路径及心理路径的网络消费决策双轨理论假想。

The research of online consumer behavior has followed traditional paradigms and methods, which focus on consumer psychological explanation or consumer behavior forecast and rely mainly on ques- tionnaires. Although the constant optimization of consumer psychological model increases its explanation of consumer behavior, current research has not yet fully reflected differences in consumer behavior between on-line and traditional markets. This paper analyzes previous literature in aspects such as the content, develop- ment phases, progresses and shortcomings of online consumer behavior research, and forecasts the directions in future research. Finally, it proposes a hypothetical double-track online consumer decision-making model containing both the explicit behavior path and implicit psychological path.