我国居民境外购物的原因与对策——基于消费者行为视角的分析

Causes for Chinese Citizens' Overseas Shopping and the Countermeasures:Based on the Perspective of Consumer Behaviors

本文在回顾国内相关文献的基础上,基于消费者行为理论,对居民购买行为和实现过程进行分析,并对购买动机、购买决策以及影响消费者选择的内外部因素进行详细阐述,剖析了我国经济发展水平进入小康阶段后,国内居民购买需求由满足基本需要向追求个性、注重品牌等社会需要、精神需要方面升级的客观性,进而从国内外高档商品价差、国内商品品牌缺乏稳定忠诚顾客及国内商品质量受到质疑等方面分析了国内居民选择境外购物的原因,我国应重塑国产商品品牌形象,建立中国商品价值体系,调整高档消费品关税范围,鼓励企业扩大消费品进口,增加国内免税店设点数量,构建诚信信用体系,加强消费理念教育,引导居民理性消费等。

By reviewing the related literatures of domestic and foreign scholars, and based on the theory of consumer behaviors, the author analyzes the citizens＇ purchasing behaviors and the process, describes related factors of their purchasing motivation, purchasing decision and factors that will have effects on consumers＇ choices, explains the objectivity of changes in Chinese citizens demand, and analyzes the causes for Chinese citizens＇ oversea shopping in terms of price difference between domestic purchasing and overseas purchasing of high-end commodity, the lack of loyal customers of domestic brands and the suspicious quality of domestic goods. It is put forward that we should rebuild brand image of domestic goods, establish the value system for that, adjust tax coverage of high-end goods, encourage import, increase the number of tax-free stores, establish the credit system, strengthen customer education and provide domestic customers with guidance in terms of rational consumption.