任何一个消费者,总是处在特定的社会生活条件下和社会关系范围之中,其心理与行为必然受到社会的生产方式、文化背景、相关群体、人口构成等因素的影响。所以,消费者的购买行为,就不仅反映其个性心理特征,还反映其个性社会定势,体现了复杂多变的社会消费心理现象。本讲通过分析几个与消费者购买行为密切相磁的社会因素,以说明消费者购买行为与各种社会诱因之间的关系。 Any consumer is always under the conditions of a particular social life and the scope of social relations. The psychology and behavior of the consumer must be influenced by factors such as the production mode, cultural background, related groups, and demographic composition of the society. Therefore, the purchase behavior of consumers not only reflects their individual psychological characteristics, but also reflects their social identity, reflecting the complex and changing social consumer psychology. This lecture analyzes the social factors closely related to consumer purchase behavior to illustrate the relationship between consumer purchase behavior and various social incentives.