感知快乐:一种顾客价值决策模型的新认识

传统经济学的消费理论是基于收入假说的行为理论对顾客决策过程的论述,认为顾客购买决策的决定性影响因子是收入差异。然而,这些消费行为理论在解释一些消费现象时存在不足,因为顾客的消费行为在更基础的层面上受顾客感知快乐决定。基于生命成本消费函数假说,文中提出生产者应以顾客感知快乐为出发点,分别解释和验证了攀比效应,柠檬市场,绿色消费等现象的形成机理,重新认识顾客价值决策模型,以树立消费决定生产的基本理念。这样,才有利于生产与消费的良性循环,从而实现经济运行的可持续发展。

Perceived Happiness:A New Understanding for the Customers Value Decision-making Model

Based on the income of the consumer behavior, the theory of traditional economics discusses the customers＇ decisionmaking process and considers income as a decisive factor on consumption. However, the theory of consumer behavior sometimes is difficult to explain some consumers＇ situation. To some extent, Customer Perceived Happiness determines their propensity to consume. According to life cost hypothesis, the article explains and validates the formation mechanism of the comparison effect, lemon market and green consumption. Companies should consider perceived happiness as the starting point and manage to have a new understanding of the customer value decision-making Model. Finally, the article points out that, only in this way, it can help to form an effective circle of production and consumption in order to achieve the sustainable development of the economy.