Research On The Psychology Field Of Consumer Purchase Decision-making And Its Mechanism

In 2008, financial crisis affected the whole world and caused the global economic to decline. Although it starts to recover now, its influence still exists. Many enterprises already realize that they must have their consumers for development in the long time and make the consumers to be pleased. So they must study the consumer behavior characteristic and the consumer purchase decision-making characteristic. In recent years, with the rapid development of economic, growing product categories, overwhelming media advertisement, innovating the marketing method and developing e-commerce meet consumer personalization need conveniently. At the same time, they have increased the decision-making process complexity when the consumers purchase commodity, increased the difficult that we study the consumer purchasing decisions.After reading many literatures about consumer behavior and consumer purchase decision-making, I find that studying the psychology of consumers can study consumer purchase decision-making better. The history of consumer's psychological research has already been long time. The majority scholars research the single psychological factor how to influence the consumers, research the psychological factors with the psychology principle. In fact, consumer's psychology is very complex. This article proposes that we can study consumer purchase decision-making with consumer psychology field, after learning the concept of field in physics.This article first reviews the research of the consumer purchase behavior and the consumer purchase decision-making. Then I propose the psychology field theory. After reading the existing research of the consumer purchase decision-making's influencing factors, I summarizes that the psychology field is composed by the product function field, individual quality field and the marketing field. I analyze how the psychology medium transforms the psychology field and propose that we can describe the psychology field with the psychology field intensity and the psychology field strength. Then I propose the conceptual model and the research hypothesis about the psychology field. Through the questionnaire survey and the data collection, we use anova, validation, structural equation modeling and other methods to prove the existence of the psychology field in the consumer purchases. We also explore and analyze the psychology field's function mechanism. Finally, the paper makes the summary to the research achievement, points out its limitation and advices for the future studies in this field.In this paper, the main innovation is that we can study the consumer with field's viewpoint in physics. I propose the psychology field theory and the conceptual model about the psychology field, explore the psychology field's function mechanism with the structural equation modeling.