摘要
消费者注意是指消费者将有限的注意资源集中在少数信息上并对其进行优先处理,是一种重要而稀缺的资源。注意是消费者购买行为的开端,并伴随整个购买活动,会对消费者的判断、评价和产品选择等产生影响。已有学者针对消费者注意进行了研究,但缺乏对相关内容的系统梳理。鉴于此,本文从消费者注意的内涵、特征与测量、理论机制、前置因素和结果变量方面对已有研究进行了回顾总结,并对未来研究方向进行了初步讨论。
The consumption and creation of a large amount of information resources give consumer attention higher value, while consumer attention in the "multi-screen era" is more dispersed and more difficult to obtain. Therefore, the contradiction between explosive information and limited attention makes it necessary for enterprises to attract and grasp consumer attention so as to get thecompetitive advantage.Marketing researchers have to think about:Which factors will affect consumer attention?What is the mechanism behind consumer attention?Some scholars have examined the condition of consumer attention in terms of advertisements,products,web pages,etc.,but they lack a systematic review about the relevant content of consumer attention.In view of this,this paper reviews,summarizes and discusses the relevant research of consumer attention at home and abroad.First of all,it introduces the connotation,characteristics and measurement methods of consumer attention.Consumer attention means that consumers focus their limited attention resources on a small amount of information and prioritize them,which will reduce the interference of irrelevant stimuli and make consumers focus on the key information,and become the basis for individual judgment and decision-making.Attention is not only the beginning of the purchase behavior,but also affects consumers’judgment,evaluation and product selection during the entire purchase activity.The characteristics of consumer attention mainly include attention span,attention shift,attention stability and attention distribution.Researchers can not only understand the condition of consumer attention by observing the external body performance of consumers,but also measure it by eye tracking technology,reaction time and other methods.Secondly,this paper summarizes the consumer attention model from the perspective of the consumer attention selection mechanism and the consumer attention processing mechanism,and discusses the pre-factors and outcome variables that affect consumer attention.On the one ha
作者
杜建刚
李丹惠
李晓楠
Du Jiangang;Li Danhui;Li Xiaonan(Business School,Nankai University,Tianjin 300071,China)
出处
《外国经济与管理》
CSSCI
北大核心
2019年第1期114-126,共13页
Foreign Economics & Management
基金
国家自然科学基金面上项目(71572082)
关键词
消费者注意
注意选择
注意加工
消费行为
consumer attention
attention selection
attention processing
consumption behavior
