消费者规范理性：外延、内涵及其与消费者行为的关系研究

营销科学学报 ›› 2011, Vol. 7 ›› Issue (1): 35-52.

消费者规范理性：外延、内涵及其与消费者行为的关系研究

田志龙，杨文，龙晓枫，王瑞

田志龙，华中科技大学管理学院教授、博士生导师，E-mail：zltian@mail.hust.edu.cn。
杨文，华中科技大学管理学院博士研究生，E-mail：ZWY1008@smail.hust.edu.cn。
龙晓枫，华中科技大学管理学院讲师，E-mail：xflong@hust.edu.cn。
王瑞，华中科技大学管理学院博士研究生，E-mail：happygorui@yahoo.com.cn。

出版日期:2011-01-25 发布日期:2013-04-16
基金资助:
真诚感谢匿名评审专家对本文的改进和完善所提供的建设性意见。本文受到国家自然科学基金项目“消费者规范理性与企业善因行为及其关联性研究”（基金号：70672038）的资助。

Consumer normative rationality’ denotation and connotation and the relationship between normative rationality and consumer behavior

Tian Zhilong,Yang Wen,Long Xiaofeng,Wang Rui

School of management, Huazhong University of Science and Technology

Online:2011-01-25 Published:2013-04-16

摘要/Abstract

摘要：

基于社会规范对消费行为的约束和指导，本文提出消费者规范理性的概念，认为其对消费者的消费行为具有影响。本文研究得出的结论是：1）经由内容分析，归纳得到消费者规范理性外延的10个方面；2）经由文献回顾，总结出消费者规范理性内涵包括的17种价值理念，发现学者们研究的重点集中在价值理念对消费行为的影响上；3）本文推断规范理性的外延通过内涵对消费者的消费行为产生影响。本研究结论对更好理解中国转型背景下的主流社会规范及相应的规范价值理念对消费行为的影响具有重要意义。

Abstract:

Based on the restraint and influence of social norms on consumer behavior, this article gives the definition of consumer normative rationality, and considers that normative rationality influences the process of decision-making in purchasing. The results demonstrate that: 1) ten social norms are summarized through content analysis, the ten social norms are ten dimensions of the denotation of consumer normative rationality; 2) the partial contents of connotation of consumer normative rationality including seventeen kinds of normative values are summarized through literature reviewing. And scholars focused on the influences of normative values on consumer behavior; 3) this paper points out the denotation of consumer normative rationality influence consumer behavior through the connotation of consumer normative rationality.Our results can help understand the main social norms and the impact of relevant normative values on consumer behavior in the transformation process of China.

田志龙，杨文，龙晓枫，王瑞. 消费者规范理性：外延、内涵及其与消费者行为的关系研究[J]. 营销科学学报, 2011, 7(1): 35-52.

Tian Zhilong,Yang Wen,Long Xiaofeng,Wang Rui. Consumer normative rationality’ denotation and connotation and the relationship between normative rationality and consumer behavior[J]. Journal of Marketing Science, 2011, 7(1): 35-52.