循环的力量:互惠关系对消费者行为的影响

The power of circulation:The impact of reciprocal relationship on consumer behavior

互惠体现了“给予”与“回报”之间的资源循环,以多种形式广泛作用于消费领域。但是,以企业为焦点行为者的互惠关系对消费者行为的影响尚未被系统梳理。通过回顾营销领域的研究发现,互惠关系能够从相互交换、对价法则和道德规范三个方面,影响消费者行为主体、行为性质和行为水平。消费者对互惠关系的响应由意识与无意识决策、结果和道义导向、公平交换的内在机制驱动,社会和个人因素起到了调节作用。未来研究应在互惠关系的研究视角、消费者行为的整合、边界要素的探索和互惠主体的机制差异四个方面加以拓展。

Reciprocity reflects the resource circulation between“giving”and“reciprocating”,which widely affects the consumption field in various forms.However,the relationship between reciprocity and consumer behavior has not been systematically reviewed.By reviewing related literature in marketing,a framework for consumers'behavioral responses to reciprocal relationships was built.From three perspectives of reciprocal exchange,equivalence principle and moral norm,the framework shows that reciprocal relations can affect the subject,nature and level of consumer behavior.It further explores the underlying mechanism of(un)conscious decision-making,result-/deontology-orientation,equal exchange,and summarizes social and individual factors moderating the relationship between reciprocity and consumer behavior.Finally,it offers directions for future research from the perspective of reciprocal antecedents,integrated consumer behavior,boundary conditions and mechanism differences of reciprocal subjects.