“共买+共用”:共有消费的研究评述与未来展望

Joint Acquisition+Joint Use:Literature Review of Joint Consumption

共有消费是多位消费者一起购买、使用、体验和分享产品的消费形式。尽管共有消费行为与相关情景变得越发频繁,但是有关共有消费的概念还相对混淆、研究还相对不足。鉴于此,文章首先梳理了共有消费的概念内涵,提炼了“共买”和“共用”两个要点,并与其他多人参与的消费——集体购买、协同消费、共享消费进行了概念区分和厘清。进而,文章从参与阶段、决策阶段和评价阶段三个方面,系统性回顾了共有消费的现有研究,梳理了相关心理机制。最后,文章从共有消费模式的细分、群体决策与个体决策间的心理偏差、新媒体背景下的研究方法拓展和营销启示四个角度进行了未来研究展望。

Joint consumption refers to a kind of consumption in which multiple consumers jointly share the cost and the final product.However,extant literature neglects the basic underlying characteristics of joint consumption(e.g.,the key difference between joint consumption and individual consumption).The conceptualization of joint consumption is still unclear.To fully understand the nature of joint consumption,the current research summarizes two major characteristics:joint acquisition and joint use.The current research then systematically reviews findings of joint consumption from three stages—attending stage,decision stage,and evaluation stage.Finally,the current research discusses future research directions in terms of four aspects including divergent effect of joint consumption,psychological bias,new methods,and marketing implications.