已阅读5页,还剩21页未读, 继续免费阅读
版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领
文档简介
市场营销外文文献译文消费者行为研究【毕业设计(论文)】好外文文献译文资料来源作者MATERIALSOURCECONSUMERBEHAVIORRESEARCHPARADIGMCONVERSIONPROCESSAUTHORTHOMASSAMUELKUHNSTUDYOFCONSUMERBEHAVIORMORETHANAHUNDREDYEARSTHEHISTORYOFTHEFORMATIONOFTHETWOPARADIGMSPOSITIVISMANDNONEMPIRICALSTUDYOFCONSUMERBEHAVIORREPRESENTSTHEMEANINGOFTHEBASICACHIEVEMENTSPOSITIVISTPARADIGMTONONPOSITIVISTPARADIGMSHIFTREPRESENTSASHIFTCONSUMERBEHAVIORRESEARCHCONSUMERBEHAVIORRESEARCHISAREVOLUTIONARYCHANGETHISPARADIGMSHIFTBUTALSOMAKESTHEASSUMPTIONTHATCONSUMERBEHAVIORRESEARCHRESEARCHMETHODSSTUDYBASICKNOWLEDGEOFRELATEDDISCIPLINESANDMANYBORROWEDPARADIGMCOMPOSITIONHAVECHANGEDDRAMATICALLYBACKGROUNDOFTHISCHANGINGENVIRONMENTTOPROMOTETHE20THCENTURY80YEARSAFTERTHEWORLDECONOMICGROWTHANDPROSPERITYTHEINDUSTRIALSTRUCTUREHASUNDERGONETREMENDOUSCHANGESPURCHASINGPOWERHASBEENANUNPRECEDENTEDINCREASETHEPURSUITOFINDIVIDUALITYANDFREEDOMOFCONSUMERSDESIRETOBECOMEINCREASINGLYTHEMOREINTENSETHEFIRSTPARADIGMSHIFTINCONSUMERBEHAVIORRESEARCHREVIEWPROCESSRESEARCHONCONSUMERBEHAVIORSUCHASINADAMSMITHSCLASSICALECONOMICSTHEORYBEGANTOTAKESHAPEMARSHALLANDOTHERNEOCLASSICALECONOMICSINTHEFORMATIONOFTHEINITIALSYSTEMTHE20THCENTURY50TO60YEARSCONSUMERBEHAVIORTOTHEFORMOFANINDEPENDENTDISCIPLINESEPARATEFROMMARKETINGINITSHUNDREDYEARSOFDEVELOPMENTHISTORYITSRESEARCHPARADIGMCANBESUMMARIZEDASPOSITIVISMANDNONPOSITIVISMTWOMOREOVEREACHPARADIGMAREPREGNANTWITHALARGENUMBEROFRESEARCHPERSPECTIVESPOSITIVISMINCLUDINGRATIONALBEHAVIORCOGNITIONMOTIVATIONSOCIALCHARACTERISTICSATTITUDESANDSITUATIONALPERSPECTIVESRATHERTHANPOSITIVISTPARADIGMINCLUDINGTHEINTERPRETATIONANDPOSTMODERNISMARETWOBASICPERSPECTIVESCONSUMERBEHAVIORTHEORYBYCONVERTINGNONPOSITIVISMPOSITIVISMSFUNDAMENTALMOTIVATIONISTOCHANGECONSUMERRESEARCHERSRATIONALASSUMPTIONSEARLYCLASSICALECONOMICSANDNEOCLASSICALECONOMICSTOCONSUMERBEHAVIORTHEORYPROVIDESTHEORETICALSUPPORTFORTHEORIGINALINFACTPRECONSUMERBEHAVIOROFTHEMOTHERISALSOBORNOUTOFTHEECONOMICSMARKETING“ECONOMICMAN“ASSUMPTIONNATURALLY“INFILTRATION“OFTHECONSUMERBEHAVIORRESEARCHTHISGENREFROMTHEEARLYTHEORYOFCONSUMERBEHAVIORSUCHASREASONBEHAVIORALVIEWANDYOUCANCLEARLYSEETHEDOCTRINEOF“ECONOMICMAN“RATIONALSHADOWHOWEVERTHEECONOMICSOFTHESUBJECTISTHEOVERALLECONOMICSYSTEMECONOMICSYSTEMOFTHEOBJECTBUTALSOHOWTOACHIEVECOORDINATEDOPERATIONRATHERTHANSPECIFICINDIVIDUALPURCHASEDECISIONSANDBEHAVIORECONOMICSASTHESTUDYOFCONSUMERBEHAVIORANDLAYTHEINITIALFOUNDATIONBUTCANNOTEXPLAINTHECOMPLEXITYOFCONSUMERBEHAVIORCONSUMPTIONOFTOOMUCHEMPHASISONTHERATIONALSIDEWHILEIGNORINGTHECONSUMERSEMOTIONALSIDETHEREFORETHE“ECONOMICMAN“ASSUMPTIONRESTRICTSTHEFURTHERDEVELOPMENTOFTHETHEORYOFCONSUMERBEHAVIORTHEORYOFCONSUMERBEHAVIORHAVELEARNEDFROMOTHERDISCIPLINESNUTRITIONCONSUMERBEHAVIORDESCRIBEDINMOREDETAILPSYCHOLOGYSOCIALPSYCHOLOGYSOCIOLOGYANTHROPOLOGYANDOTHERDISCIPLINESANDPROSPERITYFORTHETHEORYOFCONSUMERBEHAVIORRESEARCHPROVIDESANEWTHEORETICALMATERIALATTHISPOINTTHECONSUMERISNOLONGERBASEDSOLELYONTHEPURSUITOFCOSTBENEFITANALYSISTOIMIZETHEEFFECTIVENESSOFTHE“ECONOMICMAN“BUT“SOCIETY“ANDSOCIALANDEMOTIONALFACTORSTHATAFFECTTHEIRPURCHASINGDECISIONSTHISSHIFTISCREATINGALEAPINTHEDEVELOPMENTOFCONSUMERBEHAVIORCONSUMERBEHAVIORALSOINTHEFIFTIESANDSIXTIESOFTHE20THCENTURYTOANINDEPENDENTFORMOFDISCIPLINEINTHEHUMANITIESANDSOCIALSCIENCESSYSTEMAFTERTHE1980SSUSTAINEDECONOMICDEVELOPMENTANDMATERIALWORLDOFGREATWEALTHBUTALSOMAKESTHECONSUMERISINCREASINGLYBECOMINGAWAYOFPASTIMEANDINDIVIDUALITYTHEPROPORTIONOFCONSUMERSERVICESINPEOPLESCONSUMPTIONSTRUCTUREGROWINGPROPORTIONOFTHESERVICEPRODUCTIONCHARACTERISTICSANDCONSUMERIDENTITYCONSUMPTIONPROCESSALSOMAKESTHECUSTOMEREXTENDSTOTHEPRODUCTIONPROCESSCONSUMEREXPERIENCEHASBECOMEASOURCEOFCUSTOMERVALUECREATIONATTHISPOINTCONSUMERBEHAVIORRESEARCHCANNOLONGERBELIMITEDTOHOWCUSTOMERSMAKEPURCHASINGDECISIONSBUTSHOULDBECONCERNEDABOUTTHECONSUMERSDESIRETOBEMETASARESULTCONSUMERSWILLBEFREETOPURSUEPERSONALDEVELOPMENTANDTHEDESIRETOCONSUME“FREEPEOPLE“ECONOMICMAN“SOCIAL“AND“FREEPEOPLE“TOPROMOTETHECONVERSIONHYPOTHESISOFCONSUMERBEHAVIORTHEORYFROMPOSITIVISMTOTHECONVERSIONOFNONPOSITIVISMTHESECONDPOSITIVISTPARADIGMOFCONSUMERBEHAVIORRESEARCHEMPIRICALSTUDIESOFCONSUMERBEHAVIORPARADIGMBYFAMOUSWESTERNPHILOSOPHERARISTOTLEPHILOSOPHICALIDEASKURTLEWININ“ARISTOTLEANDGALILEOTHOUGHTPATTERNSOFCONFLICTANDMORE“INHISBOOKARISTOTLESPHILOSOPHYHASINFLUENCEDUSBUTALSOAFFECTSTHEHABITOFSCIENTIFICRESEARCHPEOPLEAREUSEDANDTHEFREQUENCYBYTHELAWTOUNDERSTANDTHELAWOFDEVELOPMENTOFTHINGSANDPEOPLELIKETOEXPLORETHESTABILITYANDTHETENDENCYOFTHINGSWITHTHELAWOFDEVELOPMENTEXCEPTFORTHEUNUSUALANDTHEREGULARITYOFTHINGSWILLFEELCOLDLEWINSAIDWHENSOMEONEMENTIONEDAMOVIEINACHILDSPECIFICACTIONSPSYCHOLOGISTSTHINKTHEFIRSTQUESTIONIS“ALLCHILDRENHAVEDONETHISACTIONORATLEASTITISACOMMONACTION“THEREISALWAYSACOMMONREGULARITYOFTHINGSTHISMEANSTHATREPEATABILITYISAPHENOMENONWORTHYOFSTUDYORWHETHERSOMETHINGISANIMPORTANTINDICATORPOSITIVISMISTHEPHILOSOPHYOFSCIENCEASARISTOTLETHOUGHTITASSUMESTHATCONSUMERSARERATIONALIDENTIFIABLEANDMENTALSTABILITYTHEIRMOTIVATIONISTOIDENTIFYBEHAVIORALCONTROLANDPREDICTIONCONSUMERPRACTICEINTHEREALEXISTENCEOFSIMPLETRUTHEMPHASISONSCIENTIFICOBSERVATIONANDTESTINGTHEOBSERVEDEMPIRICALEVIDENCETOGAINGENERALRULETOPREDICTANDCONTROLTHEBEHAVIOROFCONSUMERSTHUSINTHEPOSITIVISTPARADIGMCONSUMERBEHAVIORRESEARCHISTHEASSUMPTIONTHATCONSUMERBEHAVIORISCONTROLLEDBYSOMEFORCEBUTMOSTOFTHESEFORCESAREBEYONDTHESCOPEOFCONSUMERSELFCONTROLCHANGESINCONSUMERBEHAVIORISNOTSOMUCHAMANIFESTATIONOFTHESUBJECTIVEWILLOFCONSUMERSITISMOREAFFECTEDBYVARIOUSINTERNALANDEXTERNALFACTORSAFFECTINGTHERESULTSFOREXAMPLETHEBEHAVIOROFTHECONCEPTOFCONSUMERBEHAVIORTHEORYSUGGESTSTHATCONSUMERBEHAVIORISMAINLYCAUSEDBYTHESTIMULATIONOFTHEEXTERNALENVIRONMENTTHEREFORETHEHYPOTHESIS“THEPRIMARYORSOLEMOTIVATIONFORTHEPURPOSEISTOREDUCECOGNITIVEINCONSISTENCYTHEINNERSTATEOFMINDTOMAINTAINBALANCECONSUMERSAREALWAYSSEEKINGBEHAVIOROFTHEINTERNALBALANCE“FROMACERTAINPERSPECTIVETHISBEHAVIORISASTATICCONCEPTASFIRATCOMMENTEDIT“THINKTHETHEORYOFCONSUMERBEHAVIORCONSISTENTWITHTHEORDERLYCONDUCT“THUSCONSUMERBEHAVIORCHARACTERISTICSSUCHASCOGNITIVEREACTIONREFLEXPERSONALCHARACTERISTICSETCVARIABLESFOLLOWTHE“CONSUMERISALWAYSTHEPURSUITOFINTERNALBALANCE“HYPOTHESISTHERESEARCHERSABLETOPREDICTCERTAINBEHAVIORSOFCONSUMERSANDFORECASTSMARKETINGACTIVITIESOFENTERPRISESOFGREATREFERENCEINSHORTTHEPOSITIVISTPARADIGMINCONSUMERRESEARCHCONSUMERSAREONLYAPASSIVEPASSIVEOBJECTFOREXAMPLETHEACTOFSELFAWARENESSCONCEPTASSUMESTHATCONSUMERSLACKTHEABILITYSOTHATTHROUGHTHEENVIRONMENTALIMPACTOFCORPORATEMARKETINGSTRATEGYWILLBEABLETOCONTROLANDGUIDETHECONSUMERSUCHISTHEPOSITIVISTPARADIGMOFATTACKFOCUSPOSITIVISTPARADIGMASSUMESTHATCONSUMERSAREPASSIVEOBJECTSINFACTTHISASSUMPTIONISTHECUSTOMERFIRSTSERIOUSDEPARTUREFROMTHEPHILOSOPHYOFMARKETINGAMERICANMARKETINGASSOCIATIONCONFERENCEIN1988REITERATEDTHETHEME“MARKETINGKNOWLEDGEINTHEPRODUCTIONOFCONSUMERBEHAVIORRESEARCHCONSUMERSUNFORTUNATEENOUGHTOBECONVERTEDINTOLABORATORYGUINEAPIGSTHEYBECAMETOBEOBSERVEDTHEOBJECTOFINTERVIEWSANDEXPERIMENTS“BECAUSEOFPOSITIVISMCANBEASSUMEDTHATTHECONSUMERISANOBJECTOFKNOWLEDGEANDEXPERIENCEINCONSUMERSPENDINGANDTHEREFORETHEPROCESSCANBESEPARATEDCANBEBROKENDOWNINTODIFFERENTCOMPONENTSWECANUSEAVARIETYOFOBJECTIVEMETHODSOFANALYSISANDEXPERIENCEOFTHECONSUMERPROCESSTOANALYZETHEDIFFERENTCOMPONENTSTHESEMETHODSINCLUDETHESTANDARDQUESTIONNAIREEXPERIMENTANDPERSONALITYTESTSHOWEVERTHESEMETHODSAREUNABLETOCONDUCTACOMPREHENSIVEWEALTHOFCONSUMERBEHAVIORANALYSISASAFACTORINAPROCESSSEPARATEANDDETAILEDANALYSISITIGNORESTHECOMPLEXITYOFTHESYSTEMANDINTERACTIONBRAITHWAITEBELIEVESTHATTHESTANDARDQUANTITATIVESURVEYMETHODSSUCHASQUESTIONNAIRESWILLLIMITTHEDESCRIPTIONOFCONSUMERSPENDINGRESULTINGINANEGATIVEWAYRESPONDENTSANSWERQUESTIONSALTHOUGHALOTOFCRITICISMBUTWESHOULDALSOSEETHETRADITIONALMETHODOFCONSUMPTIONPATTERNSABSTRACTOUTTHEPREDICTIONOFCONSUMERBEHAVIORANDCONTROLROLESOMEOFTHEMETHODSOFSCIENTIFICINVESTIGATIONINTHECONCLUSIONSTHEYCOMEWITHINTHESCOPEOFOBSERVATIONISCREDIBLEINADDITIONTHEPOSITIVISTPARADIGM“CREATIVELYCONSTRUCTTHEORYOFCONSUMERBEHAVIOR“THEESSENCEOFTHEIDEAALSOCONTRIBUTEDTOTHEDEVELOPMENTOFMARKETINGPRACTICETHETHIRDNONPOSITIVISTORIENTEDCONSUMERBEHAVIORRESEARCHNONPOSITIVISTPARADIGMOFCONSUMERBEHAVIORISNOLONGERTHECONSUMERASAPASSIVERESPONSEBUTFORPSYCHOLOGICALPROACTIVEWITHTHEABILITYOFACTORSTHEYHAVETOINTERPRETTHEENVIRONMENTOFTHECONSUMERANDCONSTRUCTIONCAPABILITIESFOREXAMPLETHEINTERPRETATIONOFTHEVIEWTHATTHESUBJECTIVEVIEWSOFCONSUMERBEHAVIORBYCONSUMERSCONTENTANDSTRUCTUREOFDOMINATIONSHAUGHNESSYSAID“INTHEINTERPRETATIONOFTHEWATCHTHEPURCHASECANNOTSIMPLYBEBASEDONPRODUCTBENEFITSANDTOMAKERATIONALCOSTBENEFITCALCULATIONBUTTHECONSUMERSENSEOFTHEPROCESSOFCOLLECTIONOFPERSONALEXPERIENCE“THEREFOREBASEDONCONSUMERBEHAVIORANDDECISIONMAKINGISTHEINTRINSICSUBJECTIVEVALUESYSTEMPOSTMODERNPERSPECTIVEOFCONSUMERBEHAVIORRESEARCHANDINTERPRETATIONOFCONSUMERBEHAVIORUNDERTHEFOCUSOFRESEARCHISTHECONSUMERSSUBJECTIVEVALUESLANGUAGEANDRHETORICBROWNSAIDINTHEMARKETINGSENSETHEINTERPRETATIONOFTHECONCEPTISDIFFERENTFROMPOSTMODERNISMINTHEFACTTHATTHEFORMERASSUMESTHATMANISASELFGOVERNINGBODYFREEDOMOFTHOUGHTSELFUNDERSTANDINGOFTHEINDIVIDUALFOREXAMPLETHECONCEPTOFHUMANISMANDPHENOMENOLOGYTHATCONSUMERSAREINTERNALLYCONSISTENTANDRATIONALANDCANDETERMINETHEIROWNPROCESSOFCONSUMEREXPERIENCEANDVALUETHUSSIMILARTOTHETRADITIONALVIEWOUTLOOKALSOASSUMESTHATTHECONSUMERHASTHEINTERPRETATIONTHATCONSTITUTETHEESSENCEOFNATUREINADDITIONTHEINTERPRETATIONOFTHECONCEPTALSOEMPHASIZETHATCONSUMERSSHOULDHAVEAGOODFANTASYEMOTIONALEXPERIENCEANDTHEPURSUITOFHAPPINESSCONSUMPTIONSIDETHATCONSUMERSAREALWAYSONTHEENVIRONMENTANDTHEINTERNALCONSISTENCYOFTHESTATEMENTSDESCRIBESUBJECTIVITYTHUSMAKINGTHEENVIRONMENTMOREMEANINGFULANDMOREPREDICTABLEMOREOVERTHECONSUMERSSUBJECTIVEDESCRIPTIONOFTHECOMMUNITYCANALSOASSUMETHATMOSTPEOPLEUNDERSTANDANDSHARETHENMODERNISTVIEWOFCONSUMPTIONISTHATCONSUMERSDONOTMINDTHEESSENCEOFBOTHFIXEDORSOMETHINGTODRIVETHEIRBEHAVIORTHEREFORETHESUBJECTIVEFEELINGSOFSELFRECOGNITIONANDCONTEXTSPECIFICANDDEPENDENTONTHEATMOSPHERETHECONTEXTANDTHEATMOSPHEREBUTALSOBYTHEIMPACTOFSOCIALROLESAMONGCONSUMERSTHEREFORETHECONSUMPTIONOFTHERESULTINGIMAGEISCONSTANTLYCHANGINGANDSUBJECTIVEFEELINGSORTRANSFORMATIONTHEIRCONSUMPTIONBYTHECONSUMERSWITHWHOMWHATKINDOFCONSUMERENVIRONMENTANDWHYCONSUMERSPENDINGANDOTHERVARIABLESPOSTMODERNISMINSISTSTHATCONSUMERIDENTITYISINTERMITTENTINCOMPLETEANDSUBJECTTOCHANGEFIRATTHATCONSUMERSSELFIMAGEPERFORMANCECHARACTERISTICSANDVALUESOFAMULTIDIMENSIONALVARIABILITYANDTHEYARENOTAWAREOFTHECHANGINGANDCONTRADICTORYVALUESANDLIFESTYLESBETWEENTHEINCOMPATIBILITYTHEREFORETHEPOSTMODERNISTVIEWOFCONSUMERBEHAVIORTOFOCUSONCONSUMERSTHROUGHTHEIROWNCONSUMPTIONANDLIFESTYLEDIFFERENTTOCHANGETHEIRLIVINGENVIRONMENTASREFLECTEDINTHECREATIVITYANDAUTONOMYCAPABILITIESTHROUGHTHEANALYSISOFTHEVARIOUSPOINTSOFVIEWCANKNOWTHATCONSUMERSMAKINGPURCHASINGDECISIONSNOTONLYFOCUSONPRODUCTEFFECTIVENESSBUTALSOPAYATTENTIONTOTHESYMBOLICVALUEOFTHEPRODUCTMATERIALGOODSTOMEETCONSUMERNEEDSONLYAPPEARANCEBUTMOREIMPORTANTISTHATWEMUSTPAYATTENTIONTOTHESYMBOLICVALUEOFTHEPRODUCTFORCONSUMERSTHECONSUMERCANHAVESYMBOLICVALUEINTWOAREASINCREASINGCONSUMERSELFIDENTITYANDSYMBOLICVALUEOFSELFIDENTITYOFTHECOMMUNITYTOIMPROVETHESOCIALSYMBOLICVALUEMATCHTHECONSUMERWITHTHISACTASINDIVIDUALSANDCONSUMERSTOCREATEANDMAINTAINMEANINGANDVALUEOFTHESOCIALENVIRONMENTANIMPORTANTROLETHEREFOREADVERTISINGISOFTENSEENASSYMBOLICCONSTRUCTIONANDMAINTENANCEOFAMAJORSYMBOLMEANSTHESETENDTOFOCUSONTHEBRANDOFCULTURALSIGNIFICANCESOELLIOTTHATTHEBRANDISOFTENUSEDTOCREATEANDMAINTAINASENSEOFIDENTITYSUCHASTHEPRIMARYMEANSOFSYMBOLISMFIRATTHINKITALSOREFLECTSCONSUMERCULTURECONTACTWITHTHEGENERALHUMANFREEDOMTHEPRODUCTOBTAINEDBYREPLACINGADIFFERENTIMAGETOGAINADIFFERENTSELFTHISNEWIMAGETOOBTAINTHEFREEDOMOFSELFTHATISFROMASINGLERIGIDANDTHERESULTOFTHELIBERATIONTRADITIONHOWEVERTHEINTERPRETATIONOFTHECONCEPTOFNONPOSITIVISTANDPOSTMODERNPARADIGMHASALSOBEENCRITICISMOFTHEFOLLOWINGASPECTS1NEGLECTOFAFRICAUNDISCIPLINEDFACTORSONCONSUMERBEHAVIORCONSUMERBEHAVIORCONSTRAINTTHOMPSONETALPOINTEDOUTTHATTHEPOSTMODERNISTVIEWOFCONSUMPTIONISBASEDONANIDEALASSUMPTIONTHECONSUMERBEHAVIOROFTHECONSTRAINTSOFCULTUREHISTORYANDREALITYOFPHYSICALLIMITSASAPRECONDITIONFORTHEDEVELOPMENTOFTHESTATUSQUOTHEREFORETHENONPOSITIVISTPARADIGMWITHSPECIALEMPHASISONTHECONSUMERCANFREELYCHOOSETHEIMAGEOFSELFIDENTITYWITHOUTANYFEARUNCERTAINTYANDTHREATTHISASSUMPTIONISCLEARLYUNREALISTIC2SOMESCHOLARSSUCHASFOXALLTHATTHENONPOSITIVISTRESEARCHMETHODSISSIMPLYTOGIVEUPTHENATUREOFSCIENCEALWAYSOUTINTHEIRCONTENTCONSUMPTIONENVIRONMENTANDTHUSTHEIRVIEWSANDCONCLUSIONSDONOTCONSTITUTERESEARCHANDTOFACILITATEINDEPTHUNDERSTANDINGOFTHECOMPLETETHEORETICALSYSTEM3NONPOSITIVISTRESEARCHMETHODSIFNOTBASEDONEMPIRICALFINDINGSOFRESEARCHBASEDONTHEDOCTRINETHENTHEEXPLANATORYPOWERWILLBEGREATLYREDUCEDNONPOSITIVISTRESEARCHMETHODSRELYMAINLYONEXTERNALINTERPERSONALSUBJECTIVEEVIDENCETHATTHESEINTERPERSONALNEEDPOSITIVISTAPPROACHINSHORTNONPOSITIVISTPARADIGMANDTHEINTERPRETATIONOFPOSTMODERNPERSPECTIVEVIEWOFCONSUMERBEHAVIORRESEARCHFORTHEDIFFERENTRESEARCHMETHODSTHEYAREOFTENDISCUSSEDFROMTHEPERSPECTIVEOFABSTRACTMARKETINGTHEORYANDPRACTICEOFMAJORISSUESSOTHESEBASICASSUMPTIONSANDTHEORETICALPERSPECTIVECONCLUSIONSAREPUZZLINGBUTALSODIFFICULTTOAPPLYTHETRAININGANDEDUCATIONMARKETERSTHEFOURTHCOMPARISONOFCONSUMERBEHAVIORRESEARCHPARADIGMANDINSPIRATIONCLEARLYTHENONPOSITIVISTEMPIRICALHEGEMONYISALSOARESPONSETOAFTERWORLDWARIIPOSITIVISTORIENTEDRESEARCHMETHODSHASBECOMEAMAINSTREAMCONSUMERBEHAVIORRESEARCHEVIDENCEOBJECTIVITYANDSCIENTIFICPROCEDURESCONSTITUTEAPOSITIVISTPARADIGMCHARACTERISTICSUNDERTHISCONSUMERORIENTEDPHILOSOPHYOFSCIENCEISASELFCENTEREDSELFCONSCIOUSENTITYNONPOSITIVISTORIENTEDCONSUMERBEHAVIORRESEARCHESPECIALLYINPOSTMODERNISMOFPOSITIVISTRESEARCHPHILOSOPHYCULTUREANDQUESTIONEDTHEBASISOFEXPERIENCEANDWASCRITICALFIRATANDVENKATESHSAID“POSITIVISMCONSUMERISSUESWILLBESIMPLIFIEDTOINCLUDEONLYSUCHMENANDWOMENCONSUMERSANDPRODUCERSANDOTHERSIMPLETWODIMENSIONALCLASSIFICATIONOFNONPOSITIVISMSHOULDSEESOMEREASONABLEASSUMPTIONSSUCHASTHECONSUMERASASOCIALNATURECOMPLEXITYANDIRRATIONALANDUNPREDICTABLECONSUMERBODYCONSUMERTHESEFEATURESNOTONLYREFLECTEDINTHEIRBUYINGPROCESSBUTALSOINCOGNITIVEASPECTSOFCONSUMEREXPERIENCEANDVALUEANDHASCONSTITUTEDTHEBASISOFCONSUMPTION“1WITHASCIENTIFICATTITUDETOWARDSPOSITIVISMANDNONPOSITIVISTPARADIGMOFTHEOPPOSITIONTHEDEFINITIONOFPARADIGMASKUHNSFIRSTFEATUREASREFLECTED“THEIRSUCCESSINATTRACTINGANUNPRECEDENTEDNUMBEROFSTAUNCHSUPPORTERSTOMAKETHEMOUTTOOTHERCOMPETINGMODESOFSCIENTIFICACTIVITY“NOWCONSUMERBEHAVIORRESEARCHERSFORPOSITIVISMANDNONPOSITIVISTPARADIGMOFTHETWOENGAGEDINAFIERCEDEBATEINTHENATURALSCIENCESSCIENTIFICTHEORIESANDCOMMANDERTHERISEANDDECLINEOFTHEPARADIGMISAVERYNORMALTHINGINFACTALSOINTHESOCIALSCIENCESINTHISPHENOMENONEACHTHEORYWILLNEEDTOPROVEITSVIABILITYTHINKINGPUTTINGASIDETHESTUDYOFCONSUMERBEHAVIORINWHICHTHETWOPARADIGMSISMORESUITABLEFORTHEDEVELOPMENTOFCONSUMERBEHAVIORWEBELIEVETHATTHESCIENTIFICATTITUDEISTHEFIRSTPLACEEMOTIONALREACTIONSTOTHESCIENTIFICRESEARCHISNOTCONDUCIVETOSCIENTIFICDEVELOPMENTTHEREALSCHOLARSISCALMALLTHERESEARCHMETHODSSHOULDHAVEAMORECOMPREHENSIVEUNDERSTANDINGOFTHEIRTHEORETICALPERSPECTIVESANDOPPOSINGVIEWPOINTSTOCOMPARETHETHEORYTOVERIFYTHATTHEYAREJUSTIFIEDWHETHERTHROUGHPOSITIVISTMETHODSORNONPOSITIVISTMETHODSBEFORECONCLUSIONSCANBEASSUMEDTOBECORRECTUNTILPROVENWRONGSOFAR2SCIENCEISSEEKINGA“REAL“PROCESSANTHROPOLOGYETHNOGRAPHICMETHODSTOSTUDYCONSUMERBEHAVIORISAMORESCIENTIFICAPPROACHWHETHERNONEMPIRICALORPOSITIVISTPARADIGMPARADIGMTHEYHAVEINCOMMONISTHEPURSUITOFTHEAUTHENTICITYOFTHEFINDINGSSCIENTIFICRESEARCHITSELFISADEMAND“REAL“BEHAVIORNOTSIMPLYTOTHECONSUMERBUYINGPROCESSASTHEMAINOBJECTOFSTUDYBUTSHOULDBECONCERNEDABOUTALLASPECTSOFTHEVALUEOBTAINEDWITHTHECONSUMERWHICHHASBECOMETHECONSENSUSOFSCHOLARSUSINGTHISBROADPERSPECTIVETOSTUDYTHEBEHAVIOROFCONSUMERBEHAVIORBUTALSOMEANSTHATREQUIRESUSASCONSUMERSLOOKFORREALCONSUMPTIONSITUATIONSPARTICULARLYTHOSEWITHSIGNIFICANTCONSUMERMARKETINGSITUATIONSSOMERESEARCHERSBELIEVETHATRIGOROUSCONSUMERBEHAVIORCONSUMERBEHAVIORRESEARCHSHOULDNOTTAKETHEINTERVIEWOREXPERIMENTALWAYBUTSHOULDTRYTOCLOSETOTHEORIGINALCONSUMERBEHAVIORTHEREFORETHEANTHROPOLOGICALMETHODOFETHNOGRAPHYSHOULDBETHEFOREFRONTOFCONSUMERBEHAVIORRESEARCHMETHODSITISACOMBINATIONOFCASESTUDIESPARTICIPANTOBSERVATIONSELFDRIVENDETAILEDDESCRIPTIONOFTHEMETHODRESEARCHERSSHOULDSTRIVETOBECOMEAMEMBEROFCONSUMERSENCOURAGINGCONSUMERSTOOBTAINDETAILEDRECORDSOFCONSUMERBEHAVIOROFCOURSEINTHEPROCESSOBSERVEANDEXPLORETHEINNERLIFEOFCONSUMERSINCLUDINGTHEIRINNERLIFEWILLENCOUNTERMANYPROBLEMSTHESESTUDIESARETHEMEANSOFTHECONSUMERSSELFPRESENTATIONANDTHECREDIBILITYOFSTATEMENTSWILLBEAFFECTEDBYPSYCHOLOGICALSELFDEFENSELIESANDOTHERINTERFERINGFACTORSTOSUMUPTHEETHNOGRAPHICMETHODISTHEASSUMPTIONTHATTHECONSUMERISACOMPLEXPERSONTHERESEARCHERSWANTTOGETINFORMATIONONCONSUMERBEHAVIORITISNECESSARYDEPTHINTERVIEWSGROUPMEETINGSSETPOINTPROJECTMANAGEMENTSKILLSRESEARCHERSSHOULDCONDUCTADETAILEDDESCRIPTIONOFCONSUMERBEHAVIORANDOBSERVATIONTHROUGHTHESE“HISTORICAL“TOTAPTHECONSUMERBEHAVIORBEHINDTHELAW腿莄蚂袄芈蒇袇螀芇蕿蚀聿芆艿蒃肃芅蒁螈羁芄薃薁袆芃芃螆螂芃莅蕿肁节蒈螅羇莁薀荟袃莀艿螃蝿荿莂薆膈莈薄袁肄莇蚆蚄羀莇莆袀袆羃蒈蚂螂羂薁袈肀肁芀蚁罴肁莃袆袂肀薅虿袈聿蚇蒂膇肈莇螇肃肇葿薀罿肆薂螆袅肃芁荟螁膅莃蛳聿膄蒆薇罗腽蚈螂羁膂莈蚅袇膁蒀袀螃膀薂蚃肂腿节衿羁腿莄蚂袄芈蒇袇螀芇蕿蚀聿芆艿蒃肃芅蒁螈羁芄薃薁袆芃芃螆螂芃莅蕿肁节蒈螅羇莁薀荟袃莀艿螃蝿荿莂薆膈莈薄袁肄莇蚆蚄羀莇莆袀袆羃蒈蚂螂羂薁袈肀肁芀蚁罴肁莃袆袂肀薅虿袈聿蚇蒂膇肈莇螇肃肇葿薀罿肆薂螆袅肃芁荟螁膅莃蛳聿膄蒆薇罗腽蚈螂羁膂莈蚅袇膁蒀袀螃膀薂蚃肂腿节衿羁腿莄蚂袄芈蒇袇螀芇蕿蚀聿芆艿蒃肃芅蒁螈羁芄薃薁袆芃芃螆螂芃莅蕿肁节蒈螅羇莁薀荟袃莀艿螃蝿荿莂薆膈莈薄袁肄莇蚆蚄羀莇莆袀袆羃蒈蚂螂羂薁袈肀肁芀蚁罴肁莃袆袂肀薅虿袈聿蚇蒂膇肈莇螇肃肇葿薀罿肆薂螆袅肃芁荟螁膅莃蛳聿膄蒆薇罗腽蚈螂羁膂莈蚅袇膁蒀袀螃膀薂蚃肂腿节衿羁腿莄蚂袄芈蒇袇螀芇蕿蚀聿芆艿蒃肃芅蒁螈羁芄薃薁袆芃芃螆螂芃莅蕿肁节蒈螅羇莁薀荟袃莀艿螃蝿荿莂薆膈莈薄袁肄莇蚆蚄羀莇莆袀袆羃蒈蚂螂羂薁袈肀肁芀蚁罴肁莃袆袂肀薅虿袈聿蚇蒂膇肈莇螇肃肇葿薀罿肆薂螆袅肃芁荟螁膅莃蛳聿膄蒆薇罗腽蚈螂羁膂莈蚅袇膁蒀袀螃膀薂蚃肂腿节衿羁腿莄蚂袄芈蒇袇螀芇蕿蚀聿芆艿蒃肃芅蒁螈羁芄薃薁袆芃芃螆螂芃莅蕿肁节蒈螅羇莁薀荟袃莀艿螃蝿荿莂薆膈莈薄袁肄莇蚆蚄羀莇莆袀袆羃蒈蚂螂羂薁袈肀肁芀蚁罴肁莃袆袂肀薅虿袈聿蚇蒂膇肈莇螇肃肇葿薀罿肆薂螆袅肃芁荟螁膅莃蛳聿膄蒆薇罗腽蚈螂羁膂莈蚅袇膁蒀袀螃膀薂蚃肂腿节衿羁腿莄蚂袄芈蒇袇螀芇蕿蚀聿芆艿蒃肃芅蒁螈羁芄薃薁袆芃芃螆螂芃莅蕿肁节蒈螅羇莁薀荟袃莀艿螃蝿荿莂薆膈莈薄袁肄莇蚆蚄羀莇莆袀袆羃蒈蚂螂羂薁袈肀肁芀蚁罴肁莃袆袂肀薅虿袈聿蚇蒂膇肈莇螇肃肇葿薀罿肆薂螆袅肃芁荟螁膅莃蛳聿膄蒆薇罗腽蚈螂羁膂莈蚅袇膁蒀袀螃膀薂蚃肂腿节衿羁腿莄蚂袄芈蒇袇螀芇蕿蚀聿芆艿蒃肃芅蒁螈羁芄薃薁袆芃芃螆螂芃莅蕿肁节蒈螅羇莁薀荟袃莀艿螃蝿荿莂薆膈莈薄袁肄莇蚆蚄羀莇莆袀袆羃蒈蚂螂羂薁袈肀肁芀蚁罴肁莃袆袂肀薅虿袈聿蚇蒂膇肈莇螇肃肇葿薀罿肆薂螆袅肃芁荟螁膅莃蛳聿膄蒆薇罗腽蚈螂羁膂莈蚅袇膁蒀袀螃膀薂蚃肂腿节衿羁腿莄蚂袄芈蒇袇螀芇蕿蚀聿芆艿蒃肃芅蒁螈羁芄薃薁袆芃芃螆螂芃莅蕿肁节蒈螅羇莁薀荟袃莀艿螃蝿荿莂薆膈莈薄袁肄莇蚆蚄羀莇莆袀袆羃蒈蚂螂羂薁袈肀肁芀蚁罴肁莃袆袂肀薅虿袈聿蚇蒂膇肈莇螇肃肇葿薀罿肆薂螆袅肃芁荟螁膅莃蛳聿膄蒆薇罗腽蚈螂羁膂莈蚅袇膁蒀袀螃膀薂蚃肂腿节衿羁腿莄蚂袄芈蒇袇螀芇蕿蚀聿芆艿蒃肃芅蒁螈羁芄薃薁袆芃芃螆螂芃莅蕿肁节蒈螅羇莁薀荟袃莀艿螃蝿荿莂薆膈莈薄袁肄莇蚆蚄羀莇莆袀袆羃蒈蚂螂羂薁袈肀肁芀蚁罴肁莃袆袂肀薅虿袈聿蚇蒂膇肈莇螇肃肇葿薀罿肆薂螆袅肃芁荟螁膅莃蛳聿膄蒆薇罗腽蚈螂羁膂莈蚅袇膁蒀袀螃膀薂蚃肂腿节衿羁腿莄蚂袄芈蒇袇螀芇蕿蚀聿芆艿蒃肃芅蒁螈羁芄薃薁袆芃芃螆螂芃莅蕿肁节蒈螅羇莁薀荟袃莀艿螃蝿荿莂薆膈莈薄袁肄莇蚆蚄羀莇莆袀袆羃蒈蚂螂羂薁袈肀肁芀蚁罴肁莃袆袂肀薅虿袈聿蚇蒂膇肈莇螇肃肇葿薀罿肆薂螆袅肃芁荟螁膅莃蛳聿膄蒆薇罗腽蚈螂羁膂莈蚅袇膁蒀袀螃膀薂蚃肂腿节衿羁腿莄蚂袄芈蒇袇螀芇蕿蚀聿芆艿蒃肃芅蒁螈羁芄薃薁袆芃芃螆螂芃莅蕿肁节蒈螅羇莁薀荟袃莀艿螃蝿荿莂薆膈莈薄袁肄莇蚆蚄羀莇莆袀袆羃蒈蚂螂羂薁袈肀肁芀蚁罴肁莃
温馨提示
- 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 2025年湖南湘潭韶山市卫健系统招聘专业技术人员参考题库含答案详解(综合题)
- 智慧社区居民生活服务平台开发协议
- 商业服务守信经营承诺书9篇
- 互联网利弊议论文9篇
- 2025年汽车零部件行业智能驾驶技术应用研究报告及未来发展趋势
- 2025年智能家居行业智能家居生活场景体验研究报告及未来发展趋势预测
- 行政办公用品采购管理工具包成本控制版
- 2025年视频游戏行业虚拟现实游戏创新探索研究报告及未来发展趋势预测
- 湘教版2.7 正方形教学设计
- 2025年医疗健康行业健康管理与远程医疗模式研究报告及未来发展趋势预测
- 2024-2025学年江苏省苏州市多校五年级(上)期中语文试卷
- 2025年幼师考试试题及答案真题
- 企业标准化工作流程建立手册
- 【2025年】大学生安全知识竞赛试题库及答案
- 2025年文职考试教材药学真题及答案
- 程式与意蕴-中国传统绘画(人物画)课件-2025-2026学年高中美术人美版(2019)美术鉴赏
- 2025年国家公务员考试行测试题(含答案)
- 【高一上】河北省NT20联盟2025-2026学年高一10月联考语文试题含答案
- 消防安全生命至上培训课件
- 第5课运动塑造更强大脑教学设计人教版初中体育与健康八年级全一册
- 生物制药无菌操作规范方案
评论
0/150
提交评论