CAJ | 학술논문

从宏观和微观两个方面阐述了影响消费者认知行为的环境因素，进而从心理学的角度分析了消费者的认知过程，并且结合当前信息网络的发展介绍了消费者认知行为的SICAS新模式；在明确了消费者认知行为相关因素的基础上，依据消费者的认知模型设计了针对新产品认知行为的调查问卷，通过了解消费者采用新产品过程中的决策行为，发现了消费者的认知变化；并从企业推广新产品的角度提出了一些建议。
종굉관화미관량개방면천술료영향소비자인지행위적배경인소，진이종심이학적각도분석료소비자적인지과정，병차결합당전신식망락적발전개소료소비자인지행위적SICAS신모식；재명학료소비자인지행위상관인소적기출상，의거소비자적인지모형설계료침대신산품인지행위적조사문권，통과료해소비자채용신산품과정중적결책행위，발현료소비자적인지변화；병종기업추엄신산품적각도제출료일사건의。
From the macroscopic and microscopic aspects, this paper expounds the environmental factors influencing consumers’ cognitive behavior, and further from the perspective of psychology, analyzes the cognitive process of consumers, and connecting with the current development of information network, introduces the new SICAS mode for consumers’ cognitive behavior; based on being clear about the related factors of consumers’ cognitive behavior, designs the survey questionnaire of consumers’ cognitive behavior according to consumers’ cognitive model, and finds the cognitive changes of consumers through understanding consumers’ decision-making behavior in the process of using the new products;and puts forward some suggestions from the perspective of enterprise to promote the new products.