时间导向的概念内涵及营销学术研究评析与前瞻

Time Orientation:Concept Interpretation,Literature Review and Prospects in Marketing Research

时间导向是个体对时间的过去、现在或未来的心理倾向性感知表现,对个体的诸多行为和态度有着潜移默化的影响。但目前消费者研究领域对时间导向概念的内涵界定存在分歧,还存在众多相关概念混淆使用的现象,国内营销学术界对时间导向的探讨和应用也相对不足。鉴于此,本文重点阐述了时间导向概念的内涵及与相近概念的异同,并依次从人格特质视角、发展性视角、情境性视角、框架视角、跨文化视角五个理论视角回顾了相关学术研究的进展,梳理了主要的研究脉络及研究发现。本文最后结合实际营销案例剖析了时间导向研究对于营销管理实践的借鉴意义,并对时间导向在营销领域的未来研究方向进行了展望,以期抛砖引玉,促进国内该领域研究的发展。

Time orientation is a kind of individual psychological perception about past, present and future, which plays a subtle role in the individual behavior and attitudes. But till now the connotation of the concept of time orientation exists some divergence in consumer research field, and there are still some phenomena of confused use of related concepts. Besides, studies or applications of time orientation are especially inadequate in domestic marketing academia. In view of this, this paper firstly explains the concept connotation of time orientation and distinguishes the similarities and differences between similar concepts, and reviews related research progress from five theoretical perspectives of time orientation as personality traits, developmental time orientation, time orientation as situational context, time orientation as frame and cross-cultural time orientation. Then, it sorts out main research contexts and research findings. Finally, it uses actual marketing cases to analyze strategic and tactic reference significance of time orientation research to marketing management practice, and makes prospects for future research directions, to throw out a brick to attract a jade and advance domestic development of time orientation research.