消费者研究：存在主义现象学方法论与应用

在实证主义占主导地位的消费者研究领域，存在主义现象学具有其独特优势，它提供了对消费现象的一种基于经验的、方法论上的准确理解。如果不考虑哲学假设和方法论约束上的差异，存在主义现象学方法也能符合逻辑实证主义主要评价标准的要求。文章在消费者研究范式的大框架中对之进行了阐述，试图说明并强调，非实证主义方法也有自身的哲学基础和具体规范，但只有准确地运用，才能发挥出对学术研究的独特价值

Consumer Research: The Methodology of Existential-Phenomenology and Its Application

s:Existential-phenomenology has its unique benefits in the consumer research field which positivism is the dominant paradigm,it can provide an empirically based and methodologically rigorous understanding of consumer phenomena.The use of non-positivist research method,however,does not preclude existential-phenomenology from addressing and/or sharing some of logical positivism's epistemological concerns.If certain philosophical assumptions and methodological constraints that often accompany logical positivist thought are bracketed,it can be seen that positivism's broad evaluative criteria are reasonable standards for existential-phenomenology research.In this article,the author focuses on basic tenets of existential-phenomenon and describes a research methodology based on them.