摘要
通过购买具有符号象征功能的商品,来表达自我认同或者获得社会认同,已经成为解释消费者购买动机的重要路径,也是消费者行为学研究的前沿主题。文章系统回顾了认同对消费行为影响的西方相关文献,首先介绍了认同与符号消费的含义、消费认同理论的研究路径,然后从认同凸显、认同关联、认同威胁和认同冲突四个方面探讨了认同对消费行为的影响,最后探讨了未来研究方向。
It becomes an important way to explain consumer purchase motives by buying goods with the symbolic function toexpress self-identity or gain social identity,which is also the latest research topic of consumer behavior. The paper system-atically reviews the relevant western literature on the impact of identity on consumer behavior. First,it introduces the defini-tions of identity and symbol consumption,and the research path of consumer identity theory. Second,it discusses the im-pact of identity on consumer behavior from four aspects： identity salience,identity association,identity threat and identityconflict. Finally,it puts forward future research directions.
出处
《华东经济管理》
CSSCI
2014年第12期146-150,共5页
East China Economic Management
基金
国家自然科学基金项目(71372034)
关键词
认同
符号
消费行为
identity
symbol
consumer behavior
