【導讀】市場營銷-外文文獻譯文-消費者行為研究【畢業(yè)設(shè)計

　　

【正文】 ntered selfconscious entity Nonpositivistoriented consumer behavior research especially in postmodernism of positivist research philosophy culture and questioned the basis of experience and was critical Firat and Venkatesh said positivism consumer issues will be simplified to include only such men and women consumers and producers and other simple twodimensional classification of nonpositivism should see some reasonable assumptions such as the consumer as a social nature plexity and irrational and unpredictable consumer body consumer these features not only reflected in their buying process but also in cognitive aspects of consumer experience and value and has constituted the basis of consumption 1 with a scientific attitude towards positivism and nonpositivist paradigm of the opposition The definition of paradigm as Kuhns first feature as reflected their success in attracting an unprecedented number of staunch supporters to make them out to other peting modes of scientific activity Now consumer behavior researchers for positivism and nonpositivist paradigm of the two engaged in a fierce debate In the natural sciences scientific theories and Commander the rise and decline of the paradigm is a very normal thing in fact also in the social sciences in this phenomenon Each theory will need to prove its viability thinking Putting aside the study of consumer behavior in which the two paradigms is more suitable for the development of consumer behavior We believe that the scientific attitude is the first place Emotional reactions to the scientific research is not conducive to scientific development The real scholars is calm all the research methods should have a more prehensive understanding of their theoretical perspectives and opposing viewpoints to pare the theory to verify that they are justified Whether through positivist methods or nonpositivist methods before conclusions can be assumed to be correct until proven wrong so far 2 Science is seeking a real process anthropology ethnographic methods to study consumer behavior is a more scientific approach Whether nonempirical or positivist paradigm paradigm they have in mon is the pursuit of the authenticity of the findings scientific research itself is a demand real behavior Not simply to the consumer buying process as the main object of study but should be concerned about all aspects of the value obtained with the consumer which has bee the consensus of scholars Using this broad perspective to study the behavior of consumer behavior but also means that requires us as consumers look for real consumption situations particularly those with significant consumer marketing situations Some researchers believe that rigorous consumer behavior consumer behavior research should not take the interview or experimental way but should try to close to the original consumer behavior Therefore the anthropological method of ethnography should be the forefront of consumer behavior research methods It is a bination of case studies participant observation selfdriven detailed description of the method Researchers should strive to bee a member of consumers encouraging consumers to obtain detailed records of consumer behavior Of course in the process observe and explore the inner life of consumers including their inner life will encounter many problems These studies are the means of the consumers selfpresentation and the credibility of statements will be affected by psychological selfdefense lies and other interfering factors To sum up the ethnographic method is the assumption that the consumer is a plex person the researchers want to get information on consumer behavior it is necessary depth interviews group meetings set point project management skills Researchers should conduct a detailed description of consumer behavior and observation through these historical to tap the consumer behavior behind the la