消费者行为研究英文翻译毕业论文

英文翻译

工商管理系英文翻译评价表学生姓名性别学号外文文献标题Thestudyofconsumerbehavior外文文献出处Consumerbehaviorresearchparadigmconversionprocess以下内容由指导教师填写（打勾“√”选择）评价项目评价结论打勾评价结论打勾评价结论打勾是否外文期刊文献是否与本人论文相关完全相关一般不相关翻译工作量超负荷饱和不饱和翻译态度认真一般不认真翻译进度按计划执行一般未按计划执行翻译训练效果优良中差综合评语（是否完成了规定任务、效果是否符合要求等）指导教师签名：2015年4月20日英文原文ThestudyofconsumerbehaviorAbstractStudyofconsumerbehaviormorethanahundredyearsthehistoryoftheformationofthetwoparadigms-positivismandnon-empiricalstudyofconsumerbehaviorrepresentsthemeaningofthebasicachievements.Positivistparadigmtonon-positivistparadigmshiftrepresentsashiftconsumerbehaviorresearch,consumerbehaviorresearchisarevolutionarychange.Thisparadigmshift,butalsomakestheassumptionthatconsumerbehaviorresearch,researchmethods,study,basicknowledgeofrelateddisciplines,andmanyborrowedparadigmcompositionhavechangeddramatically.Backgroundofthischangingenvironmenttopromotethe20thcentury,80yearsaftertheworldeconomicgrowthandprosperity,theindustrialstructurehasundergonetremendouschanges,purchasingpowerhasbeenanunprecedentedincrease,thepursuitofindividualityandfreedomofconsumersdesiretobecomeincreasinglyThemoreintense.Keywords:consumerbehavior,positivism,non-empiricalParadigmshiftinconsumerbehaviorresearchreviewprocessResearchonconsumerbehavior,suchasinAdamSmith'sclassicaleconomics•theorybegantotakeshape;Marshallandotherneoclassicaleconomicsintheformationoftheinitialsystem;the20thcentury,50to60years,consumerbehaviortotheformofanindependentdisciplineseparatefrommarketing.Initshundredyearsofdevelopmenthistory,itsresearchparadigmcanbesummarizedaspositivismandnon-positivismtwo.Moreover,eachparadigmarepregnantwithalargenumberofresearchperspectives.Positivism,includingrational,behavior,cognition,motivation,socialcharacteristics,attitudesandsituationalperspectives;ratherthanpositivistparadigm,includingtheinterpretationandpost-modernismaretwobasicperspectives.Consumerbehaviortheorybyconvertingnon-positivismpositivism'sfundamentalmotivationistochangeconsumerresearchersrationalassumptions.Earlyclassicaleconomicsandneo-classicaleconomicstoconsumerbehaviortheoryprovidestheoreticalsupportfortheoriginal(infact,pre-consumerbehaviorofthemotherisalsobornoutoftheEconomics--Marketing),"economicman"assumptionnaturally"infiltration"oftheconsumerbehaviorresearch,thisgenrefromtheearlytheoryofconsumerbehavior(suchasReason,behavioralview)andyoucanclearlyseethedoctrineof"economicman"rationalshadow.However,theeconomicsofthesubjectistheoveralleconomicsystem,economicsystemoftheobjectbutalsohowtoachievecoordinatedoperation,ratherthanspecificindividualpurchasedecisionsandbehavior.Economicsasthestudyofconsumerbehaviorandlaytheinitialfoundation,butcannotexplainthecomplexityofconsumerbehavior,consumptionoftoomuchemphasisontherationalside,whileignoringtheconsumer'semotionalside.Therefore,the"economicman"assumptionrestrictsthefurtherdevelopmentofthetheoryofconsumerbehavior.Theoryofconsumerbehaviorhavelearnedfromotherdisciplines,nutrition,consumerbehaviordescribedinmoredetail.Psychology,socialpsychology,sociology,anthropologyandotherdisciplines,andprosperityforthetheoryofconsumerbehaviorresearchprovidesanewtheoreticalmaterial.Atthispoint,theconsumerisnolongerbasedsolelyonthepursuitofcost-benefitanalysistomaximizetheeffectivenessofthe"economicman",but"society"andsocialandemotionalfactorsthataffecttheirpurchasingdecisions.Thisshiftiscreatingaleapinthedevelopmentofconsumerbehavior,consumerbehavioralsointhefiftiesandsixtiesofthe20thcenturytoanindependentformofdisciplineinthehumanitiesandsocialsciencessystem.Afterthe1980s,sustainedeconomicdevelopmentandmaterialworldofgreatwealth,butalsomakestheconsumerisincreasinglybecomingawayofpastimeandindividuality;theproportionofconsumerservicesinpeople'sconsumptionstructuregrowingproportionoftheserviceproductioncharacteristicsandconsumeridentityconsumptionprocessalsomakesthecustomerextendstotheproductionprocess,consumerexperiencehasbecomeasourceofcustomervaluecreation.Atthispoint,consumerbehaviorresearchcannolongerbelimitedtohowcustomersmakepurchasingdecisions,butshouldbeconcernedabouttheconsumer'sdesiretobemet.Asaresult,consumerswillbefreetopursuepersonaldevelopmentandthedesiretoconsume"freepeople.""Economicman","social"and"freepeople"topromotetheconversionhypothesisofconsumerbehaviortheoryfrompositivismtotheconversionofnon-positivism.PositivistparadigmofconsumerbehaviorresearchEmpiricalstudiesofconsumerbehaviorparadigmbyfamousWesternphilosopherAristotle,philosophicalideas.KurtLewinin"AristotleandGalileothoughtpatternsofconflictandmore"inhisbook,Aristotle'sphilosophyhasinfluencedus,butalsoaffectsthehabitofscientificresearch.Peopleareusedandthefrequencybythelawtounderstandthelawofdevelopmentofthings,andpeopleliketoexplorethestabilityandthetendencyofthingswiththelawofdevelopment,exceptfortheunusualandtheregularityofthingswillfeelcold.Lewinsaid,whensomeonementionedamovieinachild-specificactions,psychologiststhinkthefirstquestionis"allchildrenhavedonethisaction?Oratleastitisacommonaction."thereisalwaysacommonregularityofthings,thismeansthatrepeatabilityisaphenomenonworthyofstudy,orwhethersomethingisanimportantindicator.PositivismisthephilosophyofscienceasAristotlethought.Itassumesthatconsumersarerational,identifiable,andmentalstability,theirmotivationistoidentifybehavioralcontrolandprediction;consumerpracticeintherealexistenceofsimpletruth;emphasisonscientificobservationandtesting,theobservedempiricalevidence,togaingeneralruletopredictandcontrolthebehaviorofconsumers.Thus,inthepositivistparadigm,consumerbehaviorresearchistheassumptionthatconsumerbehavioriscontrolledbysomeforce,butmostoftheseforcesarebeyondthescopeofconsumerself-control.Changesinconsumerbehaviorisnotsomuchamanifestationofthesubjectivewillofconsumers,itismoreaffectedbyvariousinternalandexternalfactorsaffectingtheresults.Forexample,thebehavioroftheconceptofconsumerbehaviortheorysuggeststhatconsumerbehaviorismainlycausedbythestimulationoftheexternalenvironment.Therefore,thehypothesis"theprimaryorsolemotivationforthepurposeistoreducecognitiveinconsistency,theinnerstateofmindtomaintainbalance,consumersarealwaysseekingbehavioroftheinternalbalance."Fromacertainperspective,thisbehaviorisastaticconcept.AsFiratcommentedit:"thinkthetheoryofconsumerbehaviorconsistentwiththeorderlyconduct."Thus,consumerbehaviorcharacteristics(suchascognitivereaction,reflex,personalcharacteristics,etc.)variablesfollowthe"consumerisalwaysthepursuitofinternalbalance"hypothesis,theresearchersabletopredictcertainbehaviorsofconsumers,andforecastsmarketingactivitiesofenterprisesofgreatreference.Inshort,thepositivistparadigminconsumerresearch,consumersareonlyapassive,passiveobject.Forexample,theactofself-awarenessconceptassumesthatconsumerslacktheability,sothatthroughtheenvironmentalimpactofcorporatemarketingstrategywillbeabletocontrolandguidetheconsumer,suchisthepositivistparadigmofattackfocus.Positivistparadigmassumesthatconsumersarepassiveobjects,infact,thisassumptionisthecustomerfirstseriousdeparturefromthephilosophyofmarketing.AmericanMarketingAssociationConferencein1988reiteratedthetheme:"marketingknowledgeintheproductionofconsumerbehaviorresearch,consumersunfortunateenoughtobeconvertedintolaboratoryguineapigs,theybecametobeobserved,theobjectofinterviewsandexperiments."Becauseofpositivismcanbeassumedthattheconsumerisanobjectofknowledge,andexperienceinconsumerspendingandthereforetheprocesscanbeseparated,canbebrokendownintodifferentcomponents.Wecanuseavarietyofobjectivemethodsofanalysisandexperienceoftheconsumerprocesstoanalyzethedifferentcomponents.Thesemethodsincludethestandardquestionnaire,experimentandpersonalitytests.However,thesemethodsareunabletoconductacomprehensivewealthofconsumerbehavioranalysis.Asafactorinaprocessseparateanddetailedanalysis,itignoresthecomplexityofthesystemandinteraction.Braithwaitebelievesthatthestandardquantitativesurveymethods(suchasquestionnaires)willlimitthedescriptionofconsumerspending,resultinginanegativewayrespondentsanswerquestions.Althoughalotofcriticism,butweshouldalsoseethetraditionalmethodofconsumptionpatternsabstractoutthepredictionofconsumerbehaviorandcontrolrole:someofthemethodsofscientificinvestigationintheconclusionstheycomewithinthescopeofobservationiscredible.Inaddition,thepositivistparadigm"creativelyconstructtheoryofconsumerbehavior,"theessenceoftheideaalsocontributedtothedevelopmentofmarketingpractice.Non-positivist-orientedconsumerbehaviorresearchNon-positivistparadigmofconsumerbehaviorisnolongertheconsumerasapassiveresponse,butforpsychologicalproactivewiththeabilityofactors,theyhavetointerprettheenvironmentoftheconsumerandconstructioncapabilities.Forexample,theinterpretationoftheviewthatthesubjectiveviewsofconsumerbehaviorbyconsumers,contentandstructureofdomination.Shaughnessysaid:"Intheinterpretationofthewatch,thepurchasecannotsimplybebasedonproductbenefitsandtomakerationalcost-benefitcalculation,buttheconsumersenseoftheprocessofcollectionofpersonalexperience."Therefore,basedonconsumerbehavioranddecision-makingistheintrinsicsubjectivevaluesystem.Postmodernperspectiveofconsumerbehaviorresearchandinterpretationofconsumerbehaviorunderthefocusofresearchistheconsumer'ssubjectivevalues​​,languageandrhetoric.Brownsaidinthemarketingsense,theinterpretationoftheconceptisdifferentfrompost-modernisminthefactthattheformerassumesthatmanisaself-governingbody,freedomofthought,self-understandingoftheindividual.Forexample,theconceptofhumanismandphenomenologythatconsumersareinternallyconsistentandrational,andcandeterminetheirownprocessofconsumerexperienceandvalue.Thus,similartothetraditionalview,outlookalsoassumesthattheconsumerhastheinterpretationthatconstitutetheessenceofnature.Inaddition,theinterpretationoftheconceptalsoemphasizethatconsumersshouldhaveagoodfantasy,emotionalexperienceandthepursuitofhappinessconsumptionside,thatconsumersarealwaysontheenvironmentandtheinternalconsistencyofthestatementsdescribesubjectivity,thusmakingtheenvironmentmoremeaningfulandmorepredictable;Moreover,theconsumer'ssubjectivedescriptionofthecommunitycanalsoassumethatmostpeopleunderstandandshare.Thenmodernistviewofconsumptionisthatconsumersdonotmindtheessenceofbothfixedorsomethingtodrivetheirbehavior.Therefore,thesubjectivefeelingsofself-recognitionandcontext-specificanddependentontheatmosphere.Thecontextandtheatmospherebutalsobytheimpactofsocialrolesamongconsumers.Therefore,theconsumptionoftheresultingimageisconstantlychangingandsubjectivefeelingsortransformation.Theirconsumptionbytheconsumerswithwhom,whatkindofconsumerenvironment,andwhyconsumerspendingandothervariables.Postmodernisminsiststhatconsumeridentityisintermittent,incomplete,andsubjecttochange.Firatthatconsumersself-imageperformance,characteristicsandvalues​​ofamulti-dimensionalvariability,andtheyarenotawareofthechangingandcontradictoryvalues​​andlifestylesbetweentheincompatibility.Therefore,thepost-modernistviewofconsumerbehaviortofocusonconsumersthroughtheirownconsumptionandlifestyledifferenttochangetheirlivingenvironmentasreflectedinthecreativityandautonomycapabilities.Throughtheanalysisofthevariouspointsofviewcanknowthatconsumersmakingpurchasingdecisions,notonlyfocusonproducteffectiveness,butalsopayattentiontothesymbolicvalueoftheproduct.Materialgoodstomeetconsumerneedsonlyappearance,butmoreimportantisthatwemustpayattentiontothesymbolicvalueoftheproduct.Forconsumers,theconsumercanhavesymbolicvalueintwoareas:increasingconsumerself-identityandsymbolicvalueofself-identityofthecommunitytoimprovethesocialsymbolicvalue.Matchtheconsumerwiththisactasindividualsandconsumerstocreateandmaintainmeaningandvalueofthesocialenvironmentanimportantrole.Therefore,advertisingisoftenseenassymbolicconstructionandmaintenanceofamajorsymbolmeans.Thesetendtofocusonthebrandofculturalsignificance,soElliotthatthebrandisoftenusedtocreateandmaintainasenseofidentitysuchastheprimarymeansofsymbolism.Firatthinkitalsoreflectsconsumerculturecontactwiththegeneralhumanfreedom:theproductobtainedbyreplacingadifferentimage,togainadifferentself.Thisnewimagetoobtainthefreedomofself,thatis,fromasingle,rigid,andtheresultoftheliberationtradition.However,theinterpretationoftheconceptofnon-positivistandpost-modernparadigmhasalsobeencriticismofthefollowingaspects:neglectofAfricaundisciplinedfactorsonconsumerbehaviorconsumerbehaviorconstraint.Thompsonetalpointedoutthatthepost-modernistviewofconsumptionisbasedonanidealassumption:theconsumerbehavioroftheconstraintsofculture,historyandrealityofphysicallimitsasapreconditionforthedevelopmentofthestatusquo.Therefore,thenon-positivistparadigmwithspecialemphasisontheconsumercanfreelychoosetheimageofself-identitywithoutanyfear,uncertaintyandthreat.Thisassumptionisclearlyunrealistic.Somescholars,suchasFoxallthatthenon-positivistresearchmethodsissimplytogiveupthenatureofscience,alwaysoutintheircontentconsumptionenvironment,andthustheirviewsandconclusionsdonotconstituteresearchandtofacilitatein-depthunderstandingofthecompletetheoreticalsystem.non-positivistresearchmethods,ifnotbasedonempiricalfindingsofresearchbasedonthedoctrine,thentheexplanatorypowerwillbegreatlyreduced.Non-positivistresearchmethodsrelymainlyonexternalinterpersonalsubjectiveevidence,thattheseinterpersonalneedpositivistapproach.Inshort,non-positivistparadigmandtheinterpretationofpost-modernperspectiveviewofconsumerbehaviorresearchforthedifferentresearchmethods,theyareoftendiscussedfromtheperspectiveofabstractmarketingtheoryandpracticeofmajorissues,sothesebasicassumptionsandtheoreticalperspectiveconclusionsarepuzzling,butalsodifficulttoapplythetrainingandeducationmarketers.ConclusionsClearly,thenon-positivistempiricalhegemonyisalsoaresponseto.AfterWorldWarII,positivist-orientedresearchmethodshasbecomeamainstreamconsumerbehaviorresearch.Evidence,objectivityandscientificproceduresconstituteapositivistparadigmcharacteristics.Underthisconsumer-orientedphilosophyofscienceisaself-centered,self-consciousentity.Non-positivist-orientedconsumerbehaviorresearch(especiallyinpost-modernism)ofpositivistresearchphilosophy,cultureandquestionedthebasisofexperience,andwascritical.FiratandVenkateshsaid:"positivismconsumerissueswillbesimplifiedtoincludeonlysuchmenandwomen,consumersandproducers,andothersimpletwo-dimensionalclassificationofnon-positivismshouldseesomereasonableassumptions,suchastheconsumerasasocialnature,complexityandirrationalandunpredictableconsumerbodyconsumerthesefeaturesnotonlyreflectedintheirbuyingprocess,butalsoincognitiveaspectsofconsumerexperienceandvalue,andhasconstitutedthebasisofconsumption."withascientificattitudetowardspositivismandnon-positivistparadigmoftheopposition.Thedefinitionofparadigm,asKuhn'sfirstfeature,asreflected,"theirsuccessinattractinganunprecedentednumberofstaunchsupporters,tomakethemouttoothercompetingmodesofscientificactivity."Now,consumerbehaviorresearchersforpositivismandnon-positivistparadigmofthetwoengagedinafiercedebate.Inthenaturalsciences,scientifictheoriesandCommander,theriseanddeclineoftheparadigmisaverynormalthing,infact,alsointhesocialsciencesinthisphenomenon.Eachtheorywillneedtoproveitsviabilitythinking.Puttingasidethestudyofconsumerbehaviorinwhichthetwoparadigmsismoresuitableforthedevelopmentofconsumerbehavior.Webelievethatthescientificattitudeisthefirstplace.Emotionalreactionstothescientificresearchisnotconducivetoscientificdevelopment.Therealscholarsiscalm,alltheresearchmethodsshouldhaveamorecomprehensiveunderstandingoftheirtheoreticalperspectivesandopposingviewpointstocomparethetheorytoverifythattheyarejustified.Whetherthroughpositivistmethodsornon-positivistmethodsbeforeconclusionscanbeassumedtobecorrectuntilprovenwrongsofar.Scienceisseekinga"real"process,anthropology,ethnographicmethodstostudyconsumerbehaviorisamorescientificapproach.Whethernon-empiricalorpositivistparadigmparadigm,theyhaveincommonisthepursuitoftheauthenticityofthefindings,scientificresearchitselfisademand"real"behavior.Notsimplytotheconsumerbuyingprocessasthemainobjectofstudy,butshouldbeconcernedaboutallaspectsofthevalueobtainedwiththeconsumer,whichhasbecometheconsensusofscholars.Usingthisbroadperspectivetostudythebehaviorofconsumerbehavior,butalsomeansthatrequiresusasconsumerslookforrealconsumptionsituations,particularlythosewithsignificantconsumermarketingsituations.Someresearchersbelievethatrigorousconsumerbehavior,consumerbehaviorresearchshouldnottaketheintervieworexperimentalway,butshouldtrytoclosetotheoriginalconsumerbehavior.Therefore,theanthropologicalmethodofethnographyshouldbetheforefrontofconsumerbehaviorresearchmethods.Itisacombinationofcasestudies,participantobservation,self-driven,detaileddescriptionofthemethod.Researchersshouldstrivetobecomeamemberofconsumers,encouragingconsumerstoobtaindetailedrecordsofconsumerbehavior.Ofcourse,intheprocess,observeandexploretheinnerlifeofconsumers,includingtheirinnerlife,willencountermanyproblems.Thesestudiesarethemeansoftheconsumer'sself-presentation,andthecredibilityofstatementswillbeaffectedbypsychologicalself-defense,liesandotherinterferingfactors.Tosumup,theethnographicmethodistheassumptionthattheconsumerisacomplexperson,theresearcherswanttogetinformationonconsumerbehavior,itisnecessarydepthinterviews,groupmeetingssetpoint,projectmanagementskills.Researchersshouldconductadetaileddescriptionofconsumerbehaviorandobservation,throughthese"historical"totapconsumerbehaviorbehindthelaw.References-Bolton，RuthN．andLemon，KatherineN．(1999)，”ADynamicModelofCustomers。UsageofServices：UsageasanAntecedentandConsequenceofSatisfaction,JournalofMarketingResearch，V01．36(May)，Iss．2，PP．171·186．-Bum,S．M．．SocialPsychologyandtheStimulationofRecyclingBehaviors：theBlockLeaderApproach．JournalofAppliedSocialPsychology,1991．21，611-629.-Cardozo，RichardN．(1965)，”AnExperimentalStudyofCustomerEffort，Expectation，andSatisfaction，”JournalofMarketingResearch，V01．2(Aug)，Iss．3，PP．244-249．-CroninJr．Jd．Brady．M．kandHult．GT．M．(2000)，‘'AssessingtheEffectsofQuality,Value，andCustomerSatisfactiononConsumerBehavioralIntentionsinServiceEnvironmentJournalofRetailing．V01．76．Iss．2(Summer)．PP．193·216-Chernatony,Leslie．(1999)．”BrandManagementThroughNarrowingtheGapBetweenBrandIdentityandBrandReputation，”JournalofMarketing15(Jan-Apr)，Iss．1-3，PP．157—179．-DickAlanS．andKunalBasu．CustorncrLoyalty：TowardallIntegratedConceptualFramework．JournaloftheAcademyofMarketingScience，1997(25)：4-17-Fonmier,Susan(1994)，”AConsumer-BrandRelationshipFrameworkforStrategicBrandManagement”Ph．D．Dissertation，UniversityofFlorida-Aaker,DavidA.,DouglasM.Stayman,andRichardVezina(1988),“IdentifyingFeelingElicitedbyAdvertising,”Psychology&Marketing,5,(spring)1-16-Darwin,Charles([1872]1979),TheExpressionofEmotionsinManandAnimals,NewYork:St.Martin’s,1979.-Davitz,JoelR.(1969),TheLanguageofEmotion,NewYork:AcademicPress.-Francis,W.NelsonandHenryKucera(1982),FrequencyAnalysisofEnglishUsage:LexiconandGrammar,Boston：Houghton-Mifflin.-Frijda,NicoH.(1986),TheEmotions,Cambridge:CambridgeUniversityPress.中文翻译消费者行为研究摘要消费者行为学研究一百年多的发展历史所形成的两大范式——实证主义与非实证主义代表着消费者行为研究的基本成就。实证主义范式向非实证主义范式的转换代表着消费者行为模式研究的转向，是消费者行为研究的一次革命性变革。这一范式的转向，也使得消费者行为研究的假设前提、研究方法、研究对象、对相关学科基础知识的借用等诸多范式构成成分都发生了巨大变化。推动这一转变的环境背景是20世纪80年代以后世界各国社会经济持续增长与繁荣，产业结构发生了巨大的变化，社会购买力得到了空前的提高，消费者追求个性与自由的愿望变得越来越强烈。关键词：消费者行为，实证主义，非实证主义1消费者行为研究范式转换过程回顾对消费者行为的研究在亚当·斯密等的古典经济学理论中已初见端倪；在马歇尔等新古典经济学中形成了初步的体系；20世纪50~60年代，消费者行为学以独立学科的形式从营销中分离出来。在其一百多年的发展历史中，其研究范式可以归纳为实证主义与非实证主义两种。而且，每种范式都孕育着众多的研究视角。实证主义包括理性、行为、认知、动机、社会、特质、态度和情境视角；而非实证主义范式包括诠释主义和后现代主义两个基本视角。消费者行为理论由实证主义转换为非实证主义的根本动因，就是研究者们改变了消费者理性的假设。早期古典经济学与新古典经济学为消费者行为理论提供了最初的理论支持(事实上，消费者行为学先期的母体———营销学也是脱胎于经济学)，“经济人”假设自然而然地“浸润”了消费者行为研究，这从早期消费者行为理论流派(如理性观、行为观)的学说中可以清晰地看到“经济人”理性的影子。然而,经济学研究的主体是整个社会的经济系统,研究客体也是经济系统如何实现协调运行，而不是具体个体的购买决策与行为。经济学为消费者行为研究打下了最初的基础，但却无法解释消费行为的复杂性，过于强调消费的理性一面，而忽视了消费的情绪化一面。所以“经济人”假设制约了消费者行为理论的进一步发展。消费者行为理论不得不从其他学科吸取营养，对消费行为进行更为细致的描述。心理学、社会心理学、社会学、人类学等学科的繁荣为消费者行为理论研究提供了新的理论素材。此时，消费者不再是单纯地基于成本效益分析追求效用最大化的“经济人”，而是“社会人”，社会与情绪因素影响着他们的购买决策。正是这一转变造就了消费者行为学发展的飞跃，消费者行为学也就在20世纪五六十年代以一门独立学科的形式出现在人文社会科学体系中。20世纪80年代以后，世界经济持续发展与物质的极大丰富，也使得消费日益成为一种消遣与张扬个性的方式；服务消费比重在人们的消费结构中所占的比重日益加大，服务生产与消费的同一性特点也使得顾客消费过程延伸到了生产过程，消费体验也成为顾客价值创造的一个源泉。此时，消费行为研究不能再仅限于顾客如何做出购买决策，而应关注消费者的欲望如何得到满足。于是,消费者便成为追求个性发展和释放消费欲望的“自由人”。“经济人”、“社会人”和“自由人”研究假设的转换推动了消费者行为理论从实证主义向非实证主义的转换2实证主义范式下的消费者行为研究消费者行为研究的实证主义范式深受西方著名哲学家亚里斯多德哲学思想的影响。KurtLewin在《亚里斯多德与伽利略思想模式冲突与比较》一书中指出，亚里斯多德的哲学思想一直影响着我们，也影响着科学研究的习惯。人们习惯于通过规律及发生频率来了解事物的发展规律，而且人们喜欢探索具有稳定性与倾向性的事物的发展规律，对于不常见和例外事情的规律性会感到感冒。Lewin说道，当某人提到某部电影中某个孩子特定的动作时，心理学家想到的第一个问题就是“所有小孩子都做过这个动作吗？或至少它是一个共同性动作。”有规律性的东西总是常见的，这意味着可重复性是现象或事物是否值得研究的一个重要指标。实证主义正是以亚里斯多德思想作为其科学哲学。它假定消费者是理性、可识的、心智稳定，他们的行为动因都是可以识别控制与预测的；在现实的消费者实践中存在简单化的真理；强调科学观察与检验，观察到经验性的证据，从而获得普遍的规律用于预测与控制消费者的行为。因此，在实证主义范式下，消费者行为研究的假设基础就是消费者行为被某些力量所控制，而这些力量大部分都超越了消费者的自控范围。消费行为的变化与其说是消费者主观意志的体现，倒不如说是受各种内外因素影响的结果。比如，行为观的消费者行为理论认为消费者的行为主要是由外在环境剌激造成的。所以，其假设“动机的主要或惟一的目的就在于降低认知的不协调，保持内在心态平衡，消费者总是追求行为的内在平衡”。从某个角度来看，这也是一种静态行为观。正如Firat所评论的那样：“消费者行为理论相信行为一致性与有序性。”因此，消费者的行为特征(如认知反应、条件反射、个人特征等)变量遵循“消费者总是追求内在平衡”这一假设，研究者能够对消费者的某些行为进行预测，而预测结果对企业的营销活动具有重大借鉴意义。总之,在实证主义的消费者研究范式中，消费者只是一种消极、被动的客体。比如，行为观假定消费者缺乏自我意识能力，因而认为通过环境的影响，企业的营销战略就能控制和引导消费者，这也是人们攻击实证主义研究范式的焦点所在。实证主义范式假定消费者是被动的客体，事实上这一假定是对顾客至上的营销哲学的严重背离。美国营销协会在1988年主题会议上重申：“在产生营销知识的消费者行为研究中，消费者不幸被转化为实验室的试验品，他们成了被观察、面谈和实验的对象”。正因为实证主义假定消费者是一个能被认识的客体，因而消费者的消费和体验过程可以被分离开来，可以被细分为不同组成部分。我们能够采用各种客观的分析方法对消费和体验过程的不同组成部分进行分析。这些方法主要包括标准问卷法、实验法和人格特征测试。然而，这些方法是无法对丰富的消费者行为进行全面分析的。因为将一个过程的某个因素分离出来然后进行详细的分析，也就忽略了系统的复杂性与相互作用。Braithwaite认为，标准的定量调查方法(如问卷法)只会限制消费者对消费的描述，从而导致被调查者消极地回答各种问题。尽管批评意见不少，但我们也应该看到采用传统方法抽象出来的消费规律对消费者行为的预测与控制作用：一些科学调查方法所得出的结论在得出它们的观察范围内是可信的。此外，实证主义研究范式“创造性地建构消费者行为理论”的思想精髓也推动了营销实践的发展。3非实证主义导向的消费者行为研究非实证主义范式下的消费者行为研究不再把消费者作为被动的反应者，而是具有心理前摄能力的行为者，他们具备对消费环境进行诠释与建构的能力。比如，诠释观认为消费行为受消费者主观意愿内容与结构的支配。Shaughnessy认为：“在诠释观看来,购买行为不能简单地根据产品所能带来的利益与成本收益来进行理性计算，而是消费过程中个人体验感觉的汇集。”因此，消费者行为与决策依据是内在主观价值系统。后现代主义消费者行为研究与诠释视角下的消费者行为研究的焦点就是消费者的主观价值、语言与说辞。Brown认为在营销意义上，诠释观不同于后现代主义之处就在于前者假定人是一种自治的主体，有自由的思想、能够自我认识的个体。比如，人文主义与现象学观认为，消费者是内在一致和理性的，并且能够决定自身的消费体验过程和价值。因此，与传统观点类似，诠释观也假定消费者具有一些构成其本质的天性。此外，诠释观还强调消费者还有好幻想、情绪化和追求快乐体验性消费的一面，认为消费者总是对环境进行内在一致的陈述和主观性描述，从而使得环境变得更有意义并更具可预测性；而且，消费者的主观描述还被假定能为社会大多数人所理解与分享。而后现代主义的消费观则认为消费者心中没有固定或既有的本质性东西来驱动其行为。所以，自我识别与主观感受依赖于特定的语境与氛围。这些语境与氛围又受消费者间社会作用的影响。因此,消费所产生的形象和主观感受是经常变化或转化的。它们受消费者与谁一起消费、在什么样的消费环境下消费以及为什么消费等变量的影响。后现代主义坚持认为消费者认同感是断断续续、不完整的、而且容易变化。Firat认为消费者表现自我形象、特征与价值观具有多维变化性，而且他们意识不到不断变化、自相矛盾的价值观念与生活方式之间的不协调性。因此，后现代主义的消费者行为观把研究重点放在消费者通过自己不同的消费和生活方式来改变自己的生活环境所体现出来的创造力与自治能力上。通过对上述各种不同观点的分析可以知道，消费者在进行购买决策时，不仅注重产品效用，而且还注重产品的符号价值。消费品满足消费者物质需要只是表象，而更重要的是我们必须关注产品的符号价值。对于消费者来说，消费能产生两方面的符号价值：提高消费者自我认同感的自我符号价值和提高社会认同感的社会符号价值。与此相配的是消费充当着创造和维持消费者个人和社会环境意义和价值的重要角色。因此，广告往往被视为建构与维持符号象征意义的一种主要手段。这些文化意义往往集中在品牌上，所以Elliot认为品牌经常是被用来创造和维护认同感等象征意义的主要手段。Firat认为这也反映了消费文化与人类自由的常规联系：通过更换产品获得不同的形象，从而获得不同的自我。这种获得自我新形象的自由，就是从单一、呆板和传统中获得解放的结果。不过，诠释观和后现代非实证主义范式也受到了以下几方面的批评：忽视消费行为中非散漫因素对消费行为的限制作用。Thompson等指出后现代主义消费观基于一种理想的假设：消费者的消费行为以文化的约束、历史的限制及现实物质发展现状为前提条件。因此，非实证主义范式特别强调消费者能自由选择自我认同的形象不受任何不确定性与恐惧的威胁。这种假设显然是不现实的。一些学者如Foxall认为非实证主义研究方法根本就是放弃了科学的本质，总是将消费脱离其所在的内容环境，因而它们的观点与结论不能构成便于深入研究和理解的完整理论体系。非实证主义研究方法结论如果不是建立在实证主义的研究成果基础之上，那么解释力就会大大减弱。非实证主义的研究方法主要依赖人际主观外在证明，这些人际证明就需要实证主义的方法。总之，非实证主义范式下的诠释观与后现代视角为消费者行为研究提供了不同的研究方法，它们往往从抽象的角度来讨论营销理论与实践的重大问题，所以这些理论视角的基本假设与结论都令人费解，也难以应用于营销者培训与教育。4结论显然，非实证主义也是对实证霸权主义做出的回应。二战以后，实证主义导向的研究方法就成为了消费者行为研究的主流方法。实证性、客观性和科学程序构成了实证主义范式的特征。在此科学哲学导向下的消费者是一个以自我为中心、有自我意识的实体。非实证主义导向的消费者行为研究(特别是后现代主义)对实证主义研究的哲学、文化与经验基础提出了质疑,并进行了批判。Firat和Venkatesh认为：“实证主义将消费问题简化为只包含类似男人与女人、消费者与生产者等简单的二维分类。应该看到非实证主义部分假设的合理性，如把消费者视为具有社会性、复杂性和非理性以及不可预测的消费主体。消费者这些特征不但体现在他们的购买过程中，而且也体现在消费体验与价值认知方面，并且已经构成了消费的基础”。1用科学的态度看待实证主义与非实证主义范式的对立。正如库恩对范式定义的第一个特征所反映的那样，“它们的成就空前地吸引了一批坚定的拥护者，使他们脱离了科学活动的其他竞争模式”。现在，消费者行为研究者们也为实证主义与非实证主义两大范式展开了激烈的争论。在自然科学中，科学理论的争锋、范式的崛起与式微都是十分正常的事情，其实在社会科学中也存在这种现象。每种理论都需要思想来证明其生存能力。暂且不论在消费者行为研究中两大范式哪一种更适合消费者行为学的发展。我们认为，科学态度才是第一位的。对科学研究的情绪性反应是不利于科学的发展的。真正的学者是冷静的，应该对所有的研究方法都有比较全面的理解，将自己的理论观点与对立的理论观点进行比较，验证它们是否成立。无论是通过实证主义方法还是非实证主义方法得出的结论都可以先假定为正确，直到被证明是错误的为止。2科学是一个求“真”的过程，人类学中的民族志法是一种研究消费者行为的比较科学的方法。无论是实证主义范式还是非实证主义范式，它们的一个共同点就是追求研究结果的真实性,科学研究本身就是一种求“真”的行为。不再单纯地以消费者购买过程为主要研究对象，而应该关注价值获得与消费的方方面面，这已成为学者们的共识。运用这种广阔的行为视角来研究消费者行为，也意味着要求我们尽可能寻找消费者的真实消费情境，特别那些对营销活动具有意义的消费情境。一些严谨的消费者行为研究者认为，消费者行为研究不应采取面谈或实验的方式，而应