本文通过研究近些年国内消费者购买决策的相关文献发现,学者主要从影响决策相关因素和刺激消费者购买的方法进行分析。影响消费者购买因素包括:个人因素、社会文化因素、企业因素。刺激消费的策略包括市场细分与产品差异、注重文化精准营销、选择恰当营销手段、提升品牌知名度和承担社会责任。 In this paper, we study the domestic literatures about purchasing decisions of domestic consumers in recent years and find that scholars mainly analyze the factors that influence decision-making and stimulate consumers to buy. Affect consumers to buy factors include: personal factors, social and cultural factors, business factors. Strategies to stimulate consumption include market segmentation and product differentiation, focus on cultural precision marketing, select the appropriate marketing tools to enhance brand awareness and social responsibility.