情绪与消费者行为关系研究述评

A Review on the Relationship between Emotion and Consumer Behavior

个体因素、环境因素、产品因素、文化因素以及市场营销因素等变量影响着消费者情绪。学者们构建的消费者情绪与消费者行为的关系模型,旨在揭示出消费者情绪对消费者行为的重要作用。在高交互和高冲突的服务环境中,服务失败后的情绪对消费者满意度和消费者行为意图产生了重要的影响。在服务补救过程中,消费者情绪影响到消费者的感知公平,同时,感知公平也反过来影响到消费者情绪。有效的服务补救措施,能够在一定的程度上弥补给消费者造成的情感伤害,从而减少消费者的负面情绪。

The variables such as individual, environment, product, culture, marketing, etc. are the factors to affect consumer emotion. Scholars build the relationship model between consumer emotion and consumer behavior, which reveals that consumer emotion has an important impact on consumer behavior. In the service environment of high interaction and high conflict, the emotion caused by service failure has a significant impact on consumer satisfaction and consumer behavioral intention. In the process of service recovery, consumer emotion affects consumer＇s perceived fairness, which affects consumer emotion in turn. Effective measures of service recovery can compensate for consumer＇s emotional harm to some extent and reduces the negative impact from service failure upon satisfaction and behavior.