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在对消费行为的研究中,一直过于强调认知要素对于消费者购买行为形成机制的影响,而对情感因素的关注明显不足。近年来,越来越多的学者开始关注情感要素在消费行为中的作用,这也催生了学者们对于消费情感的研究。本文从消费情感理论的概念内涵入手,详细地梳理和分析了消费情感的类型、测量模型、相关变量,并针对当前理论发展中的不足和最新的研究动态对消费情感理论的发展进行了展望。
In the study of consumer behavior, the influence of cognitive factors on the formation mechanism of consumers’ purchasing behavior has been overemphasized. However, the concern about affective factors is obviously insufficient. In recent years, more and more scholars began to pay attention to the role of emotional elements in consumer behavior, which also spawned scholars’ research on consumer sentiment. Starting with the connotation of the theory of consumer sentiment, the paper combs and analyzes the types, measurement models and related variables of consumer sentiment in detail. In the end, the development of consumer sentiment theory is prospected in light of the current development of the theory and the latest research trends.