孤独感对消费行为的影响及其理论解释

The influence of loneliness on consumption behavior and its theoretical explanations

孤独感已成为一种日益普遍的社会现象。近年来,孤独感影响消费行为的研究成果为消费者行为领域做出了重要贡献。个体的孤独感会对补偿性消费行为、回避性消费行为、非理性消费行为及独特性消费行为产生影响。同时,这些影响会受到消费者亲密关系状态、营销策略、产品属性及消费情境等因素的影响。社交替代理论、控制感理论、补偿性消费行为理论、自我调节理论和人格特质理论可用来解释孤独感对消费行为的影响。未来研究应当关注孤独感对利他型消费行为的影响、孤独感类型和程度对消费行为的影响、孤独感影响消费行为的调节因素、孤独感影响消费行为的内在机制、消费行为对孤独感的反向影响等方向。

Loneliness has become an increasingly common social phenomenon.Recent research findings regarding the impact of loneliness on consumption behavior have contributed greatly to the field of consumer behavior.Loneliness is likely to induce such consumption behaviors as compensatory consumption,avoidance consumption,irrational consumption,as well as uniqueness consumption.Moreover,consumers'intimacy status,marketing strategies,product attributes,and consumption contexts are found to be important moderators.Researchers have employed varied perspectives to explain loneliness-induced consumption behavior,including social surrogacy theory,sense of control theory,compensatory consumption behavior theory,self-regulation theory,and personality trait theory.Future research shall pay more attention to the impact of loneliness on altruistic consumption,the effects of type and degree of loneliness on consumption behavior,the potential moderators and internal mechanisms of loneliness-induced consumption behavior,as well as the reverse impact of consumption behavior on loneliness.