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摘要：近年来随着中国经济的快速增长，人民的生活水平不断地提高，中国消费者从消费观念、消费方式到消费内容、消费手段等消费行为方面均发生了翻天覆地的变化。但由于传统文化、经济能力、观念和消费心理的差异，我国消费者的消费观念比较落后，消费行为呈现多样化，非理性消费行为随之越来越普遍。因此，研究中国消费者的非理性行为具有非常重要的现实意义。如何面对和解决非理性消费这个实际的问题，成了社会大众迫在眉睫的重大课题。本文以此为课题，对非理性消费行为作为研究对象进行分析。
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本文共分为五章，第一章介绍了消费、消费者与消费者行为的联系。第二章简单介绍了非理性消费行为的含义和特点。第三章是对非理性消费行为进行了分类归纳。第四章叙述了非理性消费行为的具体原因。第五章阐述了杜绝非理性消费的具体方法。19889
关键词： 非理性消费；消费者行为；消费文化；行为经济学
Analysis on the irrational consumption behavior
Abstract: In recent years, with the rapid development of China's economy，people’s standard of living is continuously rising. Chinese consumers have changed the consumption behavior from consumption idea, consumption patterns to the content of consumption, consumption means dramatically in last few years.But as a result of the difference in traditional culture, economic capacity, the concept and consumer psychology, the consumption of Chinese consumers is relatively backward, the persification of consumption behavior, irrational consumption behavior becomes more and more common. Therefore, the research on irrational behavior of Chinese consumers has very important practical significance. How to face and solve this practical problem has become the major issue to the general public. As a subject, this paper analyzes the irrational consumption behavior as the research object.
This article is pided into five chapters; the first chapter introduces the connection of consumption, consumer and consumer behavior. The second chapter introduces the definition and features of irrational consumption behavior. The third chapter is the classification of irrational consumption. The fourth chapter describes the specific reasons of irrational consumption behavior. The fifth chapter is about methods to put an end to irrational consumption.
Key Words: Irrational consumption；Consumer behavior; Consumption behavior; Behavioral economics
目 录
引言 5
一、消费、消费者与消费者行为 6
（一） 消费与消费者 6
（二） 消费者心理与行为 6
（一） 理性消费的涵义 7
（二） 理性消费与非理性消费的界定 7
（三） 非理性消费的定义 7
（四）非理性消费的特点 7
1.不确定性 7
2. 群体行为 8
3. 社会制约性与生物制约性 8
4. 目的性与盲目性 8
5. 规律性与冲动性 8
三、非理性消费行为种类 9
（一） 模仿型消费 9
（二）攀比炫耀型消费 10
(三) 从众型消费 11
（四）鼓动消费型 12
（五）陈旧消费观念型 13
四、 非理性消费的原因 15
（一） 消费欲望 15
（二） 消费主义的误导 15
（三） 市场信息的不对称性 15
（四） 大众传播媒介的误导 16
(五) 过度谨慎消费 16