浅析卷入概念的发展历程及其应用

Analysis of the Course and application of the concept of involvement

卷入概念近年来广泛应用于消费者行为、市场营销、广告和电子商务等学科领域。然而学术界对卷入概念的界定和理解处于相对混乱的状态。本文较系统地梳理卷入概念的发展历程,将卷入界定为个人受到某种刺激或情景的激发后所处的一种心理状态,并区分出价值范畴的卷入、印象范畴的卷入和结果范畴的卷入三种类型。同时,分析卷入概念在相关学科领域中的应用现状,指出其重点是研究卷入与其他变量之间的关系,且从认知和情感两个心理方面研究卷入概念的应用是未来的一个发展方向。

The concept of involvement is recently widely applied in the fields such as consumer behaviour, marketing, advertisement, e-business and so on. However, the academic circle remains relatively ambiguous to- wards its definition and comprehension. This article gives a more detail review of the course of involvement and analyzes the application status of involvement in several fields. It defines involvement as ＂a person is in a kind of psychological state when and after he or she is stimulated by the stimulus or situations ＂ and identifies the three involvement types of value-relevant involvement, impression-relevant involvement and outcome-relevant involve- ment. Furthermore, it finds that the emphasis of the application of involvement in several fields is the analysis of relationships between involvement and other variables, and that it is a research direction in future to explore the application of involvement from both cognitive and affective aspects.