基于行为经济学视角的消费者行为研究【摘要】消费者的理性行为通常只存在于各种传统经济学的前提假设中，反而是被传统理论规入为异常或非理性的消费者行为更常出现在实际的消费活动中。目前来看，为了更好地研究现实中的消费者行为，行为经济学是必不可少的工具。本文以行为经济学作为视角，主要针对非理性决策，研究行为经济学的各种理论成果，特别是前景理论和心理账户理论是如何影响消费者的行为，并给出有较强可操作性和现实意义的营销策略和营销建议。前景理论主要研究的是消费者如何面对选择的不确定性，以及消费者对损失要比获得更敏感。锚定效应的主要成果是了解到由于参照点的影响，消费者有可能做出错误的决定。心理账户理论则说明具有不同簿记方法和计算形式的消费者内部账户分类方法。消费者的行为会受到多重效应的影响，因此企业也需要同时考虑多方位的营销策略。【关键词】行为经济学；消费者；消费者行为Research on Consumer Behavior from the Perspective of Behavioral Economics[Abstract] Consumers' rational behaviors usually only exist in the premises of various traditional economics. Instead, consumer behaviors classified as abnormal or irrational by traditional theories appear more often in actual consumption activities. Currently, behavioral economics is an indispensable tool in order to better study consumer behavior in reality. This article takes behavioral economics as a perspective, focusing on irrational decision-making, studying various theoretical achievements of behavioral economics, especially how prospect theory and psychological account theory affect consumer behavior, and gives strong operability and Practical marketing strategies and marketing suggestions. Prospect theory mainly studies how consumers face choice uncertainty, and consumers are more sensitive to loss than gain. The main result of the anchoring effect is to understand that consumers may make wrong decisions due to the influence of the reference point. Psychological account theory explains consum...
