中国消费者行为研究综述

A Summarization on Chinese Consumer Behavior Study

消费者行为研究建立在广泛的理论基础上,它需要从许多学科中吸取概念和理论。西方消费者行为研究路线基本上有两个,一是实证主义路线,二是阐释主义路线。对消费者行为的研究有微观和宏观之分。香港及台湾学者比较早开始对中国消费者行为的研究。国内的消费者研究则刚刚起步。

Consumer behavior study is set up on the basis of extensive theory; it need draw concept and theory from many subjects. There are two basic routes in western consumer behavior study, one is positivism route, and another is explanation route. There are microcosmic and macroscopic differences in study on consumer behavior. Hong Kong and Taiwan scholars study on Chinese consumer behavior earlier than mainland scholars.