消费者沉浸国外研究述评与展望

Overseas Studies on Consumer Immersion:Review and Prospect

虚拟现实、增强现实等现代技术的广泛应用刺激企业服务方式升级与创新,同时增强消费者体验的临场感与沉浸感。沉浸既是消费者产生的一种渐进形成的高度参与状态,也是一种渐进的分级体验过程,能对消费者体验产生积极或消极影响。沉浸作为一种心理状态,以往国外的消费者沉浸研究常将之与心流相区分,并基于此分析其概念内涵、维度划分、形成与影响机制。其中,在概念上主要包括瞬间论与过程论、技术论与个人论两类观点,在测量评价上主要采用单维度、二维度、三维度划分方法,在形成条件上主要包括外在环境、技术介质、消费者个体主观因素等方面,在影响和作用上主要表现为个体体验、企业发展两个方面。总体来看,现阶段国外的消费者沉浸研究相对比较成熟,国内可借鉴参考国外现有研究成果,从三个方面着手展开研究:一是结合中国文化情境对沉浸进行概念辨析和维度划分;二是加强对消费者沉浸影响因素的综合研究与方法创新;三是推动消费者沉浸作用机制理论与实践的创新运用,促进国内消费者沉浸理论研究不断深入,引发企业对消费与服务方式升级和创新的关注。

The wide application of modern technologies,such as virtual reality and augmented reality,stimulates the upgrading and innovation of enterprise service mode,and also enhances the sense of“presence”and“immersion”in the consumer experience.Immersion can be regarded as a state of high participation which is gradually formed by consumers,and it is also a gradual graded experience process,which could have a positive or negative impact on consumers’experience.As a kind of psychological state,the foreign scholars often distinguished it from“flow”in the past research,and carried on the research of concept connotation.The studies on concept connotation contain the instantaneous theory and the process theory,the technology theory and the individual theory;the studies on measurement contain the methods of single dimension,two-dimension and threedimension;and the studies on formation conditions contain external environment,technological media,and consumers’individual subjective factors.Generally speaking,the overseas research on consumer immersion is relatively mature,and the domestic research can draw on and refer to the existing foreign research and carry out the researches from the following three aspects:the first is to analyze the concepts and dimensions of immersion in the context of Chinese culture;the second is to strengthen the comprehensive research and method innovation on the influencing factors of consumer immersion;and the third is to promote the theoretical and practical innovation and application of consumer immersion mechanisms,so as to promote the in-depth theoretical research on consumer immersion in China and attract the enterprises’attention to the upgrading and innovation of consumption and service mode.