消费是人类经济活动的重要行为和过程。消费作为社会生产总过程的一个重要环节,它同生产、交换、分配三个环节一起构成一个互相联系,相互制约的有机整体。其中生产是起点,而消费则是终点。交换和分配是连结生产和消费的中间媒介。消费决定于生产,并对生产具有反作用。所以,消费是社会再生产过程中一个十分重要的内在要素和环节。 通常所说的消费是指个人消费。个人消费是人们生存和发展的必要条件。能作出统一的消费决策的经济单位则是消费者,亦称居民户,居民户所获得的收入,目的是要达到最大的满足程度─—即效用最大化。因此,消费者经济行为是指个人或家庭如何使用自己既定的收入来达到效用最大化。消费者经济行为涉及消费者的个人收入、需求行为、购买行为和实现行为。消费者经济行为直接和间接地影响着消费品市场。因此,探索消费者的经济行为和消费目标具有现实意义。 Consumption is an important act and process of human economic activity. Consumption, as an important part of the general process of social production, constitutes an organic whole linked and mutually restrained with the three links of production, exchange and distribution. Production is the starting point, while consumption is the end. Exchange and distribution are the intermediaries of production and consumption. Consumption is determined by production and has a counterproductive effect on production. Therefore, consumption is a very important internal element and link in the process of social reproduction. The so-called consumption refers to personal consumption. Personal consumption is a necessary condition for the survival and development of people. The economic units that can make a unified consumption decision are the incomes obtained by consumers, also known as households and households, in order to achieve the greatest degree of satisfaction - that is, the utility maximization. Therefore, the economic behavior of consumers refers to how individuals or families use their own revenue to maximize their utility. Consumer economic behavior involves consumer’s personal income, demand behavior, purchase behavior and realization behavior. Consumer economic behavior directly and indirectly affects the consumer goods market. Therefore, to explore the economic behavior of consumers and consumer goals have practical significance.