消费者行为意向的前因与作用机理研究述评

Antecedents and Effect Mechanism of Behavioral Intention

在消费者行为研究领域,行为意向的前因及其作用机理研究一直备受关注。通过对典型研究成果的回顾发现,既有研究呈现出了一定的动态发展特征,且围绕三条主要线索展开:即以质量、价值、满意为主要前置变量;以理性行为等理论为基础;引入新变量或重塑既有模型。基于上述分析,提出了完善相关研究的建议。

Antecedents and effect mechanism of consumer behavioral intention has received considerable attention in the field of consumer behavior. This paper reviews a series of typical studies, and research shows that the main approach of current studies including： taking quality, value and satisfaction as main antecedents; studying based on the theory of reasoned action and so on; using new variables or refining the existing models. It analyzes the main viewpoints and puts forward some proposals for future study.