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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),economicmanassumptionnaturallyinfiltrationoftheconsumerbehaviorresearch,thisgenrefromtheearlytheoryofconsumerbehavior(suchasReason,behavioralview)andyoucanclearlyseethedoctrineofeconomicmanrationalshadow.However,theeconomicsofthesubjectistheoveralleconomicsystem,economicsystemoftheobjectbutalsohowtoachievecoordinatedoperation,ratherthanspecificindividualpurchasedecisionsandbehavior.Economicsasthestudyofconsumerbehaviorandlaytheinitialfoundation,butcannotexplainthecomplexityofconsumerbehavior,consumptionoftoomuchemphasisontherationalside,whileignoringtheconsumer'semotionalside.Therefore,theeconomicmanassumptionrestrictsthefurtherdevelopmentofthetheoryofconsumerbehavior.Theoryofconsumerbehaviorhavelearnedfromotherdisciplines,nutrition,consumerbehaviordescribedinmoredetail.Psychology,socialpsychology,sociology,anthropologyandotherdisciplines,andprosperityforthetheoryofconsumerbehaviorresearchprovidesanewtheoreticalmaterial.Atthispoint,theconsumerisnolongerbasedsolelyonthepursuitofcost-benefitanalysistomaximizetheeffectivenessoftheeconomicman,butsocietyandsocialandemotionalfactorsthataffecttheirpurchasingdecisions.Thisshiftiscreatingaleapinthedevelopmentofconsumerbehavior,consumerbehavioralsointhefiftiesandsixtiesofthe20thcenturytoanindependentformofdisciplineinthehumanitiesandsocialsciencessystem.Afterthe1980s,sustainedeconomicdevelopmentandmaterialworldofgreatwealth,butalsomakestheconsumerisincreasinglybecomingawayofpastimeandindividuality;theproportionofconsumerservicesinpeople'sconsumptionstructuregrowingproportionoftheserviceproductioncharacteristicsandconsumeridentityconsumptionprocessalsomakesthecustomerextendstotheproductionprocess,consumerexperiencehasbecomeasourceofcustomervaluecreation.Atthispoint,consumerbehaviorresearchcannolongerbelimitedtohowcustomersmakepurchasingdecisions,butshouldbeconcernedabouttheconsumer'sdesiretobemet.Asaresult,consumerswillbefreetopursuepersonaldevelopmentandthedesiretoconsumefreepeople.Economicman,socialandfreepeopletopromotetheconversionhypothesisofconsumerbehaviortheoryfrompositivismtotheconversionofnon-positivism.PositivistparadigmofconsumerbehaviorresearchEmpiricalstudiesofconsumerbehaviorparadigmbyfamousWesternphilosopherAristotle,philosophicalideas.KurtLewininAristotleandGalileothoughtpatternsofconflictandmoreinhisbook,Aristotle'sphilosophyhasinfluencedus,butalsoaffectsthehabitofscientificresearch.Peopleareusedandthefrequencybythelawtounderstandthelawofdevelopmentofthings,andpeopleliketoexplorethestabilityandthetendencyofthingswiththelawofdevelopment,exceptfortheunusualandtheregularityofthingswillfeelcold.Lewinsaid,whensomeonementionedamovieinachild-specificactions,psychologiststhinkthefirstquestionisallchildrenhavedonethisaction?Oratleastitisacommonaction.thereisalwaysacommonregularityofthings,thismeansthatrepeatabilityisaphenomenonworthyofstudy,orwhethersomethingisanimportantindicator.PositivismisthephilosophyofscienceasAristotlethought.Itassumesthatconsumersarerational,identifiable,andmentalstability,theirmotivationistoidentifybehavioralcontrolandprediction;consumerpracticeintherealexistenceofsimplet