后金融危机阶段消费者行为变化研究

2008年由美国次贷危机引发的全球性金融危机,不仅对全球的经济、社会、文化产生了巨大影响,而且促使消费者行为发生了明显的变化.采取网络问卷调查的方式对金融危机前后我国消费者消费行为变化进行对比发现:消费者在购买介入程度方面以高度介入为主,消费者购买行为相对危机前更加理性,同时消费者购买渠道多样化趋向明显.而产生这些变化的原因是后金融危机阶段消费者收入的减少、人们消费观念的变革、政府政策的引导以及消费者个人心理的变化等因素共同作用的结果.由于消费对生产具有反作用,消费行为的变化对人们消费方式的变革、经济结构的调整以及整个国民经济的发展具有重要的影响.研究消费者行为的变化,可以为企业和政府制定相关决策提供参考.

Changes of Consumer Behavior in Post-financial-crisis Era

The global financial crisis in 2008 not only has had a huge impact on the global economy,society and culture,but also took obvious changes in consumer behavior.The comparison analysis on the changes of consumer behavior before and after the financial crisis by the network questionnaire survey showed the consumer gave the priority to the highly involvement in the degree of purchase involvement,the purchase behavior of consumer more rational,and the diversified purchase channel more obvious,which were all brought by the decrease of personnel income after the financial crisis changes of consumption concepts,the guidance of government policy and the psychological changes of the consumer.Because the production has the counteractive on consumption,the changes of consumer behavior had an significant impact on the changes of the consumption pattern,the adjustment of economic structure and the development of the national economy.Thus,this study may provide a reference the both for enterprises and governments in making relevant decisions.