社会排斥及其对消费行为影响的研究述评与展望

The Review and Prospect of Social Exclusion and Its Impact on Consumer Behavior

社会排斥是一种普遍现象,在当今社会日益凸显,且对个体和社会产生很大的影响。本文首先介绍了社会排斥的概念及其不同类型,然后回顾了社会排斥对人们认知、心理和行为的影响。在此基础上,进一步总结了社会排斥在消费行为领域的研究现状,归纳出消费者应对社会排斥所产生的三类购买行为,即关系促进的消费行为、自我挫败的消费行为以及不确定性规避和趋利的消费行为。最后,本文展望了社会排斥与消费者行为研究的未来方向。

Social exclusion is regarded as a common phenomenon which has great impact on individual and society. Studying the effect of social exclusion on consumer behavior will greatly enhance current consumer behavior research. This paper firstly introduces the definition and different types of social exclusion, further reviews the related literature which explores the possible emotion and behavior reactions to social exclusion, then summarizes three kinds of consumer behavior following social exclusion, that is, consumption involving relationship promotion, self-defeating, and risk aversion. Finally, this paper discusses the possible directions of social exclusion on consumer behavior for future research.