在不确定性条件下,消费者的品牌选择行为面临较大的风险。消费者对品牌的选择倾向,取决于消费者对品牌价值的评估和对购买风险的判断。本文从经济学的视角分析,指出了风险感知和感知价值是影响消费者品牌选择行为的重要因素,消费者通过选择具有较高信息价值、消费剩余价值并与个性价值吻合程度高的品牌来规避各种购买决策风险。 Under the condition of uncertainty, the brand choice behavior of consumers faces a greater risk. Consumers tend to choose the brand, depending on the consumer’s assessment of brand value and the judgment of the risk of purchase. From the perspective of economics, this paper points out that risk perception and perceived value are the important factors that influence the behavior of consumers’ brand selection. Consumers avoid these problems by choosing brands with high information value, consumer surplus value and high individual value Various purchase decision-making risks.