一段时期以来,消费者不断“挨宰”的事例屡见报端,原因之一,当然是法制不健全。今年1月7日起中国《消费者权益保护法》公布实施,近期内国家《关于暴利行为的暂行规定》也将出台。但是,由于缺乏科学的消费行为的引导,我国消费者的行为仍停留在计划经济时期,远远跟不上市场经济发展的要求。 在市场经济条件下,消费者的消费行为可分为理性消费和感性消费。在完全竞争的市场条件下(这是市场经济结构的理想形态,它能保证消费者对市场上的商品和劳务有充分的了解),消费者可通过各种途径对市场上的各种商品和劳务的信息达到充分的了解,并对它们进行合理的比较和评估,从而作出对自己合乎理性的消费选择,我们把这种消费行为称为理性消费。 但是,消费者消费行为的理性程度并不完全是由消费者自身决定的,它受制于市场制度的发育程度。根据消费者行为的理论分析,消费者的消费决策过程通常要经过以下几个步骤:购买问题的提出,商品及劳务的信息资料的收集、评价”购买决策的确定;购买后的消费评估及其向生产厂的信息反馈等。从这个决策过程来看,消费者消费行为是否理性的关键在于消费者能否搜寻到商品及劳务的比较充分的信息以及为搜寻这些信息所愿意花费的成本。也就是说,没有哪个消费不愿意充分了解他所要购物 For a period of time, consumers continue to suffer “slaughter” frequently seen in newspapers, one of the reasons, of course, is the legal system is not perfect. Since January 7 this year, China’s “Consumer Protection Law” was promulgated and implemented in the near future, and the “Interim Provisions on Profiteering in the Country” will also be promulgated. However, due to the lack of scientific consumer behavior guidance, the behavior of Chinese consumers still remain in the planned economy, far behind the requirements of the development of market economy. Under the condition of market economy, consumers’ consumption behavior can be divided into rational consumption and perceptual consumption. Under perfectly competitive market conditions, which is the ideal form of a market economy structure, which ensures that consumers have a full understanding of the goods and services in the market, consumers can use various channels to market various kinds of goods and services Labor information to achieve a full understanding of them and make a reasonable comparison and evaluation, so as to make their own rational consumer choice, we call this consumer behavior rational consumption. However, the rationality of consumer behavior is not entirely determined by the consumer, it is subject to the degree of development of the market system. According to the analysis of the theory of consumer behavior, consumer’s consumption decision-making process usually goes through the following steps: the issue of purchase, the collection and evaluation of the information of goods and services; the determination of purchase decision; the purchase evaluation of consumer and its Feedback to the manufacturer, etc. Judging from this decision-making process, the key to whether consumer behavior is rational lies in whether consumers can search for more adequate information on goods and services and the costs they are willing to spend on searching for such information. In other words, no consumer does not want to fully understand what he wants to buy