消费者购物动机研究述评

Review of Research on Consumer's Shopping Motivation

购物动机被认为是隐藏在消费者行为背后的内在驱动力,它回答了消费者为什么会发生购买行为。研究表明,购物动机分为实用型购物动机和享乐型购物动机,其中实用型购物动机的消费者是目标导向的,关注购物任务本身,而享乐型购物动机的消费者关注购物的体验和情感方面。深入探寻消费者购物行为背后的动机,有助于学者和企业深入了解消费者的购物态度和购物行为,进行市场细分,确定营销战略,同时也促进消费者行为理论的发展。

Shopping motivation is considered to an internal driving force hidden behind the consumer behavior,which answers the consumer why buying behavior occurs. The research shows that shopping motivation is divided into utilitarian shopping motivation and hedonic shopping motivation. The consumers with utilitarian shopping motivation are goal-oriented,focusing on the shopping task itself. While the consumers with hedonic shopping motivation pay attention to shopping experience and shopping feeling. The in-depth exploration of consumer motivation behind shopping behavior helps learners and enterprises understand consumers＇ shopping attitude and shopping behavior. It still can help scholars to analyze market segmentation and determine marketing strategy in order to promote the development of consumer behavior theory.