消费者多样化寻求行为的产生、动机与发展

The Generation,Motivation and Development of Consumer Variety-seeking Behavior

满足好奇心、寻求刺激并追求丰富的生活是人类的本能和天性,由此产生的消费者多样化寻求行为正日益成为推动社会发展和产品创新的重要动力。本领域现有的研究主要聚焦于消费者由于属性厌倦而产生的内在动机对多样化寻求的驱动机制,认为多样化寻求行为源于效用最大化的选择动机和决策机制。早期的文献认为,消费者多样化寻求行为的动机主要源于多样化购买的产品带来的效用(派生动机)和多样化购买行为本身带来的效用(源生动机)。随着产业迭代和消费升级,消费者选择产品的决策依据发生了显著变化,产品功能属性对多样化寻求行为的驱动作用正逐渐被社会属性所代替,社会动机对消费者行为的驱动更符合当前时代的消费特征。在多样化寻求行为的理论方面,最优刺激水平理论、动态属性饱足模型、社会动机驱动理论均可为消费者多样化寻求行为提供理论支撑,其中社会动机理论从文化价值观、社会群体和个体社会认同三个层次对消费者多样化寻求行为进行了解释,初步形成社会动机驱动下的消费者多样化寻求行为的理论体系。未来的研究应进一步探讨社会动机的具体内容及作用方式,分析社会动机的影响因素,研究消费者情感性或者非理性购物行为中情境因素的作用,为企业的产品设计、市场定位、广告诉求等营销决策提供理论指导,帮助我国企业在新的消费时代准确把握消费者多样化寻求的动机需求,开发适销对路的产品。

Satisfying curiosity,seeking excitement and pursuing rich life is the instinct and nature of human,the resulting variety-seeking behavior is increasingly becoming an important driving force for social development and product innovation.The early research believes that motivation of consumer variety-seeking behavior comes from the utility brought by the product of variety purchasing(i.e.the derived motivation),and utility of the variety-seeking behavior itself(i.e.the original motivation).With industry iterations and consumption upgrades,consumers'decision-making basis for product selection changes significantly,and the driving effect of product functional attributes on variety-seeking behavior is gradually being replaced by social attributes.Compared with intrinsic motivation,the driving of consumer behavior by social motivation is more in line with the consumption characteristics of the current era.In terms of the theory of variety-seeking behavior,the theory of optimal stimulation level model,dynamic attribute satiation model,and social motivation driven theory can all provide consumer varietyseeking behavior with theoretical support.And among these theories,the social motivation driven theory explains consumer variety-seeking behavior from such three levels as cultural values,social groups,and individual social identity,and preliminary forms a theoretical framework of consumer variety-seeking behavior driven by social motivation.Future research should explore the specific content and action mode of social motivation,analyze the influencing factors of this motivation,carry out research on the role of scenario factors in consumer emotional or irrational purchasing behavior,and also provides companies'marketing decision-making,such as product design,market positioning,and advertisement,with theoretical guidance,which will also help China’s enterprises to fully understand the motivation of consumer variety-seeking behavior and develop more suitable products.