消费者情感依恋形成机理研究演进

The Evolution of Research on Formation Mechanism of Consumer Emotional Attachment

消费者情感依恋是消费者与产品或者品牌之间的情感联结,是研究消费者忠诚形成的一条新路径,也是近年来消费者行为研究的新视角。综观20多年来国外心理学依恋理论及营销学中有关消费者情感依恋的研究成果,人们对情感依恋理论的起源、内涵、影响因素及作用机理已有相当了解,这对于企业与消费者形成稳固的长期关系、赢得持续竞争优势具有重要的战略意义。但未来对消费者情感依恋形成机理的研究有必要考虑社会层面的因素,特别是应探讨社会认同对情感依恋形成的影响。

Consumer emotional attachment is an emotional bond which binds product or brand to consumer, a new path of studying the formation of consumer loyalty, and a new research perspective of consumer behavior in recent years. After a comprehensive review of the foreign researches of attachment theory in psychology and consumer emotional attachment in marketing in the recent 20 years, we found that people had quite a full understanding of consumer emotional attachment theory, including its origin, meaning, influencing factors and formation mechanism, which have important strategic significance for forming solid long - term relationship between organization and consumer and winning sustainable competitive advantage. However, it is necessary to consider the social dimension factors in the research about formation mechanism of consumer emotional attachment in the future, especially the discussion of the impact of social identity on the formation of consumer emotional attachment.