The Research For Perceptual Choice Behavior In The Process Of Cell Phone-consuming In ChangChun City--The Empirical Analysis Of Questionnaire Interview On Perceptual Choice In The Process Of Cell Phone-consuming

In the transforming period of Chinese society, social economic culture and social institutional structure both have changed greatly, some of which make individual, organization and group changed fundamentally with them. As a result, individual behavior has been one of the hot points in our society and become the subject of many disciplines, especially in sociology. In the sociological perspective, we find that the nature of change of individual behavior is the transformation from a kind of relatively rational choice to a kind of experience perceptual choice under the background of rapid growth of material consumption.Aimed to deeply analyze individual behavior in this complex vicissitude of individual behavioral choice, this paper try to choose a proper perspective and studying subject to unfold relative analysis so that understand the process of contemporary Chinese society's vicissitude and phenomenon about individual perceptual choice with the transforming of behavioral choice.First, this paper reviews the academic fruits about individual behavior in sociology and economics. Under this theoretical background, this paper further clears theoretical opinions and academic schools in sociology and economics, and comment their strong points and faults. In these comments, the author stressly criticizes the limitation of rational choice in economics so that acquire some understanding about individual behavior. In addition to, based on these critics, this paper discusses the importance of reality aboutperceptual choice in individual's everyday life.As one of the advanced knowledge, the coming of experience economy has provided forceful support to demonstrate perceptual choice because the perceptual choice in experience economy is very salient. With these arguments, the paper choose the process of buying cell phone, which have special meaning, to unfold the analysis of perceptual choice.In this paper, the author tries to rightly grasp and reveal the changing tendency of rational choice and perceptual choice in the process of cell phone-consuming behavior. At the same time, with the background of transformation from service economy to experience service, with the process of individual cell phone-consuming behavior as research object, this paper analyze the rational choice and perceptual choice in the process of cell phone-consuming behavior both in the theoretical and empirical perspectives in ChangChun City. And, this paper explores the difference of effect between rational factors and perceptual factors so that prove the relative hypotheses based on sociological theory and actual living experience. Further, the author find the popular existence of perceptual choice in individual everyday life in social development, and reveal the value of individual perceptual choice.Concretely, with the empirical analysis about data as the key and the perceptual choice in the process of cell phone-consuming as research object, this paper unfold deep analysis about individual perceptual choice both in quantitative and qualitative methods. Based on quality of cases and analysis of data, this paper acquires deep understanding about perceptual choice in the process of cellphone-consuming behavior.The nature of behavioral vicissitude in the process of Chinese social reforming is the transformation from rational choice to perceptual choice, which is more suitable to social actual practice. Because of the limitation of rational choice and the actual meaning of perceptual choice, the future of studying on perceptual choice is bright unprecedentedly.Firstly, with the start of comparison between market price of cell phone and level of individual incoming, this paper explain the most important factor about rational benefit-the price of cell phone, and explain the descent of influence power of market price of cell phone, which once is an important influential factor so that establish the material basis for the exit of rational benefit principle.Secondly, with the relationship between education and perceptual choice in the proc...