在消费者的购买决策过程中所遇到的主要购买障碍是消费者存在一种消费风险心理，以致他们延缓购买甚至最后放弃购买决定。营销者必须想方设法消除消费者这种风险心理，才能在市场竞争中立于不败之地。消费者的第一种风险是功能风险。当消费者购买一些价值很低的冲动性小商品时 The main obstacle to purchase during the consumer’s purchasing decision is that consumers have a psychological risk of consumption, so that they delay the purchase and finally give up the purchase decision. Marketers must find ways to eliminate the psychological risk of consumers in order to remain invincible in the market competition. The first risk for consumers is functional risk. When consumers buy some low-value impulsive commodities