消费者行为学历史演进及其对全国统一大市场建设的借鉴

The Evolution of Consumer Behavior Studies and its Theoretical Implications for the Establishment of a Unified National Market

消费者行为学起源于19世纪末20世纪初美国买方市场形成的历史背景。二战后因美国社会消费者权益的觉醒,以及联邦政府全国市场监管政策保护消费者权益的需要,消费者行为学于1950至1970年代初正式成立。它为美国经济从此走上消费内需拉动型发展模式、为美国市场建成供需双方权益兼顾的全国统一大市场,提供了理论支持。本文将消费者行为学百年演进划分为四个历史阶段,分析指出每个阶段的学科特点,并对数智时代消费者行为学创新发展进行了展望。当前中国正处于建设完善全国统一大市场的关键时刻,本文探讨了消费者行为学科对建设全国统一大市场、实施内需拉动战略等的重要理论支撑意义,有助于学术界认识到消费者行为学对公共治理发挥的科学支撑作用,提出的数智时代消费者行为学创新方向具有显著理论贡献,对建设全国统一大市场等国家战略具有参考价值。

Consumer behavior studies originated from the historical turn in the late 19th and early 20th centuries when the buyer’s market emerged in the United States.After World War II,with the awakening of consumer rights in American society and the need for federal government policies to protect consumer rights in the national market,consumer behavior studies was established formally between 1950 and the early 1970s.It provided theoretical support for the U.S.economy to adopt a consumption-driven development model and for the establishment of a nationwide unified market that balances the rights and interests of both supply and demand.This article categorizes the centennial evolution of consumer behavior studies into four historical phases,analyzing and identifying the characteristics of each phase,and looks ahead to the innovative development of consumer behavior studies in the digital intelligence era.In view of the fact that China is currently at a critical moment in building a comprehensive nationwide unified market,this article discusses the theoretical implications of consumer behavior studies for the market regulations by the government at the macro level.In addition,the present research paper contributes to deepening the understanding of the public governance significance of consumer behavior studies,proposes innovative directions for consumer behavior studies in the digital intelligence era and provides scientific support for national strategies such as building a nationwide unified market.