【摘要】 本文用驱动/阻挡的作用模型来引出消费者购买决策过程与决策判则,指出购买行为发生的前提条件是:消费者净获得价值必须大于等于零,即消费者效用必须大于等于消费者支出;研究了单个消费者的最优决策机制,同时使用了机会效用和真实收入价格对效用和支出概念进行了再解释,从而从理论上完成了单个消费者和消费者集体两种条件下的经济学需求曲线定律的理论证明。更多还原

【Abstract】 The thesis using Drive/Restriction model to deduce the judging law of consumer decision making: the precondition of any purchasing behavior happen is that the Consumer Net Gained Value must be no less than zero, means that utility gained by consumer must be beyond than consumer expense; By a study on Optimization Mechanism during single consumer purchasing volume selection, plus the re - defining the conception of Utility and Expense by introducing Opportunity Utility and Actual Income Expense , a theoretical testifying of the classical economical law, demand curve, have been accomplished under the conditions both of single consumer and collective consumer.更多还原