基于购物过程体验的享乐性购物研究述评被引量：21

A Literature Review of Hedonic Shopping Based on Shopping Experience

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摘要消费者的购物行为按其驱动机制可分为两大类,一种是基于实用主义的以获取产品和服务为目的的实用性购物,另一种是基于享乐主义的与购物带来的满足、兴奋、逃避等体验相关的享乐性购物。自20世纪50年代以来,大量的消费者行为研究证实了消费者购物过程中享受、愉悦、快乐等因素的重要性,并探究了消费者如何在购物过程中最优化地追求享乐性。享乐性购物以消费者积极的购物体验为基础,它会对消费者的商品购买行为、冲动性购买以及购物态度产生影响。享乐性购物研究涉及购物动机和购物价值两大概念,本文由这两个概念出发,从维度、影响因素、作用效果等方面对享乐性购物研究进行了回顾和分析,并在此基础上展望了该领域未来的研究方向。 Consumer shopping behavior can be divided into two categories according to motivations, one is utilitarian shopping targeting the obtainment of products and services based on pragmatism, and the other is hedonic shopping related to experience like satisfaction, excitement, and escape based on hedonism.Since 1950s, a large number of consumer behavior studies have demonstrated the importance of factors such as enjoyment, pleasure and happiness in the process of shopping,and have explored how consumers optimize the pursuit of pleasure in the process of shopping.Hedonic shopping is based on active shopping experience of consumers,and affects products purchase,impulsive shopping and shopping attitudes of consumers.Hedonic shopping research refers to shopping motivations and shopping value, and this paper reviews ＆ analyzes hedonic shopping research in aspects of dimension, influencing factors, effects and so on from the perspectives of these two concepts. Then it does prospects for directions in future hedonic shopping research.

作者高辉沈佳

机构地区华南理工大学新闻与传播学院

出处《外国经济与管理》 CSSCI 北大核心 2016年第4期63-72,共10页 Foreign Economics & Management

基金教育部人文社会科学规划基金项目(15YJA860005) 中央高校基本科研业务费专项资金(2015XZD03) 广东省新媒体与品牌传播创新应用重点实验室(2013WSYS0002)

关键词享乐性购物享乐主义购物价值购物动机 hedonic shopping hedonism shopping value shopping motivation

分类号 F270 [经济管理—企业管理]

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参考文献31

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