消费罪恶感:维度、过程及实证研究前沿探析

Consumer Guilt: The Frontier Analysis of Dimension, Process and Empirical Research

消费罪恶感是消费者因购买行为违反社会规范或个人价值观所产生的负面情绪,它是一柄双刃剑,企业或营销者运用不当会降低消费者再购意愿和顾客忠诚,运用得当则可通过广告情感诉求实现营销目的。从消费罪恶感的理论基础:情绪维度、发生时机和类型出发,解析了消费罪恶感从引发到消弭的整个过程,最后介绍了消费罪恶感的影响因素、适用情境、混合情绪等相关实证研究。未来研究方向应对虚拟环境下消费罪恶感、罪恶感强度、调节变量和实证研究方法等做进一步的完善和拓展。

Consumer guilt is defined as the consumer＇s negative feeling when breaking the social norms or violating personal values. Consumer guilt is a double-edged sword for the enterprises. Being used improperly, it will have negative effects on the repurchase intention and loyalty of the consumers. The enterprise also can achieve its marketing objectives through the advertisement emotional appeal by using the consumer guilt properly. The paper first introduces the theoretical basis of consumer guilt including emotional dimensions, timing and types, and then analyzes the process of consumer guilt from its initiation to elimination. Finally the empirical studies of influencing factors of eliminating the consumer guilt, its applicable context and mixed emotions were clarified. The future studies were necessary to explore the consumer guilt in virtual environment, intensity of guilt, the moderators and empirical research methods.