摘要
目前,随着市场竞争的日趋激烈以及传播技术的不断发展,消费者做出购买决策前的对比过程变得日趋普遍,因而认知心理学领域研究消费者对比决策过程的模型—结构匹配模型的重要性也更加突出。然而,国内外以结构匹配模型为视角的研究还较有限。尤其国内几乎没有研究关注结构匹配模型在消费者行为学中的应用。因此,文章从消费者行为学的视角对结构匹配模型的相关研究文献进行系统回顾,为进一步研究结构匹配模型在消费者行为中的地位和作用提供了概念基础。
Rapid technological changes and new communication media have facilitated information search on potential alternatives available. Consumers are able to compare between different options, make trade - offs, and arrive at their final decision. Researchers in cognitive psychology developed the structural alignment theory to explain the process underlying consumer comparative decision - making. However, the application of structural alignment theory in consumer behavior research is very limited. Therefore, the current work offers a systematic literature review on structural alignment theory as well as providing directions for future research.
出处
《华东经济管理》
CSSCI
2010年第4期148-152,共5页
East China Economic Management
基金
教育部人文社会科学研究青年基金项目(09YJC630034)
关键词
结构匹配模型
消费者行为
文献综述
structural alignment theory
consumer behavior
literature review
