基于公平理论的消费者购买行为分析
Analysis of Consumer Purchase Behavior Based on Equity Theory

本文以亚当斯的公平理论为基础，分析了影响消费者的购买行为发生的因素，即只有当消费者对其购买过程的感知是公平的时候，消费者的购买行为才会发生，而影响这种感知的因素主要包括两方面：产品感知和服务感知。进而对企业如何引导消费者购买行为的发生提出了一些策略建议。
Factors affecting consumer purchase behavior were analyzed in this article based on Adams equity theory, namely consumer purchase behavior occurred only when they had perceived justice on purchase be- havior, which was effected by two factors—product perception and service perception. Furthermore, puts for- ward some policies and suggestions for enterprise on how to guide the occurrence of consumer purchase be- havior.