价值观及其对消费者行为和品牌管理的影响研究综述

A Literature Review on Values and its Impact on Consumer Behavior and Brand Management

消费者行为不仅受到收入水平、物价水平以及生活环境等因素的制约,还受到消费者价值观的影响,而且这是一种内生的、根本性的影响。因此,价值观影响消费者行为的问题越来越受到学者们的关注,已经成为消费者行为和营销管理研究中的前沿问题。本文对国内外关于价值观、价值观测量、价值观对消费者行为影响和价值观在品牌建设中的应用等方面的研究进行了系统的综述,为读者呈现了这方面研究的理论演进过程和重要成果。从而揭示了价值观在决定消费者购买行为中的关键作用。

consumer behavior is not only conditioned by the factors of income levels, price levels and living environment, but also affected by the consumer values, and this is an endogenous, fundamental impact. Therefore, the impact of consumer value on behavior is getting attention by scholars, and has become the forefront issues of consumer behavior and marketing management research. In this paper, making a review on the research of values, the values measurement and it＇s impact on consumer behavior and it＇s application on brand building, showing the theory of evolution and the important resuhs for the readers, so reveal the critical role of consumer values in determining the buying behavior.