消费者行为研究英文翻译毕业论文.docx

1、消费者行为研究英文翻译毕业论文英文原文The study of consumer behaviorAbstract Study of consumer behavior more than a hundred years the history of the formation of the two paradigms - positivism and non-empirical study of consumer behavior represents the meaning of the basic achievements. Positivist paradigm to non-posi

2、tivist paradigm shift represents a shift consumer behavior research, consumer behavior research is a revolutionary change. This paradigm shift, but also makes the assumption that consumer behavior research, research methods, study, basic knowledge of related disciplines, and many borrowed paradigm c

3、omposition have changed dramatically. Background of this changing environment to promote the 20th century, 80 years after the world economic growth and prosperity, the industrial structure has undergone tremendous changes, purchasing power has been an unprecedented increase, the pursuit of individua

4、lity and freedom of consumers desire to become increasingly The more intense.Key words: consumer behavior, positivism, non-empiricalParadigm shift in consumer behavior research review processResearch on consumer behavior, such as in Adam Smiths classical economics theory began to take shape; Marshal

5、l and other neoclassical economics in the formation of the initial system; the 20th century, 50 to 60 years, consumer behavior to the form of an independent discipline separate from marketing. In its hundred years of development history, its research paradigm can be summarized as positivism and non-

6、positivism two.Moreover, each paradigm are pregnant with a large number of research perspectives. Positivism, including rational, behavior, cognition, motivation, social characteristics, attitudes and situational perspectives; rather than positivist paradigm, including the interpretation and post-mo

7、dernism are two basic perspectives. Consumer behavior theory by converting non-positivism positivisms fundamental motivation is to change consumer researchers rational assumptions. Early classical economics and neo-classical economics to consumer behavior theory provides theoretical support for the

8、original (in fact, pre-consumer behavior of the mother is also born out of the Economics - Marketing), economic man assumption naturally infiltration of the consumer behavior research, this genre from the early theory of consumer behavior (such as Reason, behavioral view) and you can clearly see the

9、 doctrine of economic man rational shadow. However, the economics of the subject is the overall economic system, economic system of the object but also how to achieve coordinated operation, rather than specific individual purchase decisions and behavior. Economics as the study of consumer behavior a

10、nd lay the initial foundation, but can not explain the complexity of consumer behavior, consumption of too much emphasis on the rational side, while ignoring the consumers emotional side. Therefore, the economic man assumption restricts the further development of the theory of consumer behavior. The

11、ory of consumer behavior have learned from other disciplines, nutrition, consumer behavior described in more detail. Psychology, social psychology, sociology, anthropology and other disciplines, and prosperity for the theory of consumer behavior research provides a new theoretical material. At this

12、point, the consumer is no longer based solely on the pursuit of cost-benefit analysis to maximize the effectiveness of the economic man, but society and social and emotional factors that affect their purchasing decisions. This shift is creating a leap in the development of consumer behavior, consume

13、r behavior also in the fifties and sixties of the 20th century to an independent form of discipline in the humanities and social sciences system. After the 1980s, sustained economic development and material world of great wealth, but also makes the consumer is increasingly becoming a way of pastime

14、and individuality; the proportion of consumer services in peoples consumption structure growing proportion of the service production characteristics and consumer identity consumption process also makes the customer extends to the production process, consumer experience has become a source of custome

15、r value creation. At this point, consumer behavior research can no longer be limited to how customers make purchasing decisions, but should be concerned about the consumers desire to be met. As a result, consumers will be free to pursue personal development and the desire to consume free people. Eco

16、nomic man, social and free people to promote the conversion hypothesis of consumer behavior theory from positivism to the conversion of non-positivism.Positivist paradigm of consumer behavior researchEmpirical studies of consumer behavior paradigm by famous Western philosopher Aristotle, philosophic

17、al ideas. Kurt Lewin in Aristotle and Galileo thought patterns of conflict and more in his book, Aristotles philosophy has influenced us, but also affects the habit of scientific research. People are used and the frequency by the law to understand the law of development of things, and people like to

18、 explore the stability and the tendency of things with the law of development, except for the unusual and the regularity of things will feel cold. Lewin said, when someone mentioned a movie in a child-specific actions, psychologists think the first question is all children have done this action? Or

19、at least it is a common action. there is always a common regularity of things, this means that repeatability is a phenomenon worthy of study, or whether something is an important indicator.Positivism is the philosophy of science as Aristotle thought. It assumes that consumers are rational, identifia

20、ble, and mental stability, their motivation is to identify behavioral control and prediction; consumer practice in the real existence of simple truth; emphasis on scientific observation and testing, the observed empirical evidence, to gain general rule to predict and control the behavior of consumer

21、s. Thus, in the positivist paradigm, consumer behavior research is the assumption that consumer behavior is controlled by some force, but most of these forces are beyond the scope of consumer self-control. Changes in consumer behavior is not so much a manifestation of the subjective will of consumer

22、s, it is more affected by various internal and external factors affecting the results. For example, the behavior of the concept of consumer behavior theory suggests that consumer behavior is mainly caused by the stimulation of the external environment. Therefore, the hypothesis the primary or sole m

23、otivation for the purpose is to reduce cognitive inconsistency, the inner state of mind to maintain balance, consumers are always seeking behavior of the internal balance. From a certain perspective, this behavior is a static concept. As Firat commented it: think the theory of consumer behavior cons

24、istent with the orderly conduct. Thus, consumer behavior characteristics (such as cognitive reaction, reflex, personal characteristics, etc.) variables follow the consumer is always the pursuit of internal balance hypothesis, the researchers able to predict certain behaviors of consumers, and foreca

25、sts marketing activities of enterprises of great reference.In short, the positivist paradigm in consumer research, consumers are only a passive, passive object. For example, the act of self-awareness concept assumes that consumers lack the ability, so that through the environmental impact of corpora

26、te marketing strategy will be able to control and guide the consumer, such is the positivist paradigm of attack focus. Positivist paradigm assumes that consumers are passive objects, in fact, this assumption is the customer first serious departure from the philosophy of marketing. American Marketing

27、 Association Conference in 1988 reiterated the theme: marketing knowledge in the production of consumer behavior research, consumers unfortunate enough to be converted into laboratory guinea pigs, they became to be observed, the object of interviews and experiments.Because of positivism can be assum

28、ed that the consumer is an object of knowledge, and experience in consumer spending and therefore the process can be separated, can be broken down into different components. We can use a variety of objective methods of analysis and experience of the consumer process to analyze the different componen

29、ts. These methods include the standard questionnaire, experiment and personality tests. However, these methods are unable to conduct a comprehensive wealth of consumer behavior analysis. As a factor in a process separate and detailed analysis, it ignores the complexity of the system and interaction.

30、 Braithwaite believes that the standard quantitative survey methods (such as questionnaires) will limit the description of consumer spending, resulting in a negative way respondents answer questions.Although a lot of criticism, but we should also see the traditional method of consumption patterns ab

31、stract out the prediction of consumer behavior and control role: some of the methods of scientific investigation in the conclusions they come within the scope of observation is credible . In addition, the positivist paradigm creatively construct theory of consumer behavior, the essence of the idea a

32、lso contributed to the development of marketing practice.Non-positivist-oriented consumer behavior researchNon-positivist paradigm of consumer behavior is no longer the consumer as a passive response, but for psychological proactive with the ability of actors, they have to interpret the environment

33、of the consumer and construction capabilities. For example, the interpretation of the view that the subjective views of consumer behavior by consumers, content and structure of domination. Shaughnessy said: In the interpretation of the watch, the purchase can not simply be based on product benefits and to make rational