消费者碎片化行为:文献回顾与研究展望

Activity Fragmentation of Consumers: Literature Review

随着信息与通讯技术的发展普及,人们的行为逐步呈现出碎片化的特点,商业、营销管理领域中如何理解消费者的碎片化行为成为了新命题。然而,关于碎片化行为的研究成果还相对较少,且大部分集中于地理学、交通学领域,在商业、管理领域的研究则是极为少数,且对于消费者的碎片化行为的实证研究更是属于全新的领域。鉴于此,本研究对现有国内外研究成果进行了回顾和梳理,包括碎片化行为的概念、维度、量化方法、碎片化行为的影响因素。同时,本研究也梳理和总结了碎片化行为的其中一个热点应用领域——碎片化阅读的概念及相关研究成果。碎片化行为的未来研究方向与在商业、移动营销领域的应用方向也在本研究中进行了展望。

With the development and popularization of Information and Communication Technology(ICT),Human behaviors tend to demonstrate manners of fragmentation.It is new proposition for researchers and practitioners in commercial and marketing management field to understand the notion of fragmented consumer behaviors.However,research findings about the activity fragmentation are still scarce and the majority of these concentrate on the field of geography and transportation.Scientific achievements in commerce and management are totally infrequent as well as the empirical study of consumer's fragmented behaviors.This paper takes the review of related literature,containing the concept,constructs,quantitative approach,the affecting factors as well as fragmented reading that one of the hot application area in domestic society.Several directions on future research and application in commercial and mobile marketing are also included.