摘要本文从先天心理认知层面去解读消费者在后天环境的行为表达规律, 而这正是未来消费者行为研究深化的一个重要命题。在这之中感知价值是消费者进行购买决策无法绕过的话题，而且在消费者行为影响因素研究在现今的研究前提、方法和结论方面均存在分析的必要性。通过试运用理论与实证相结合的方式系统研究电商大时代背景下代际消费者行为变化, 提出一个基于心理认知的消费者行为影响因素研究的理论范式, 以探讨消费者先天、心理认知要素在后天消费行为表象的规律。深刻理解心理认知要素这一抽象信息在消费活动不同层面表达规律, 就可以把握同类消费者千变万化的需求中不变的本质, 理解消费者之间行为差异的内在根据。71275

Abstract：This article aims to analyze from the innate psychological cognitive level to interpret the expression pattern of acquired consumers behavior, which is an important proposition in the future of consumer behavior research. The perceived value is a topic the consumer can not bypassed in the process of purchase decision. Besides in the study on Influencing Factors of consumer behavior in today's research premise, methods and conclusions which are ask for analysis. Through using the combination of theory and empirical research system business era to research the changes in intergenerational consumer behavior, which is under the back ground of Electronic Commerce. With a theoretical paradigm of the research on Influencing Factors of consumer behavior based on cognitive psychology, to explore the inherent law of psychological cognitive factors of consumers and acquired customer behavior. For breaking the temporal and spatial expression of the abstract information in the different levels of consumption activities, you can grasp the essence of ever-changing needs of consumer in the same type according to the understanding of the myriads of changes; also understand the inherent differences between the different consumer behaviors.

毕业论文关键词：心理认知； 消费者行为研究； 消费心理; 感知价值; 电子商务

Keyword: Psychological cognition; Consumer behavior analysis; Consumption psychology; Perceived value; Electronic Commerce

目录

1.引言 4

1.1选题背景 4

1.2研究目的与意义 4

1.3研究内容和拟解决问题 5

1.4研究框架、方法及技术方案 6

1.5研究重点、难点及可能的创新点 8

2. 消费者行为和在线消费者心理理论研究 8

2.1本文应用理论研究综述 8

2.2国内外研究现状综述 10

2.2.1 国外研究现状 10

2.2.2 国内研究现状 11

2.2基于在线消费环境的消费者行为研究 12

3. 基于心理认知角度分析的消费者行为模式概述 12

3.1心理认知分析下的消费者行为模式 12

3.1.1互联网在线的消费者结构 13

3.1.2互联网在线的消费者购买行为影响因素 14

3.1.3制约互联网在线消费心理因素分析 15

3.2在线消费者行为依托的心理认知分析方法 16

3.3 消费者购买决策理论基础研究