摘要
努力是一种内在的、不稳定的、可控的、有限的资源投入,既是消费者目标追求不可或缺的要素,又意味着成本。包括信息搜寻、备选方案比较、实际购买行为、购后消费和评价在内的消费者购买决策过程的很多活动都离不开努力。虽然以往已有一些关于消费者努力的研究,但是这方面的研究还比较分散和零散。鉴于此,本文将营销领域已有的消费者努力研究归纳为三个方面,分别是努力与目标的关系、努力与价值的关系、努力与奖赏的关系,并且指出了消费者努力研究的意义、已有研究的不足和未来研究的重点。
Effort is a kind of internal, unstable, controllable and limited resource input. It not only is the indispensable element of goal pursuit, but also represents costs. Many activi- ties in the process of consumer purchasing decisions including information search, alternative comparison,actual purchase behavior,post-purchase consumption and evaluation are insepa- rable from effort. Although there are some studies on consumer effort, relevant study is still dispersed and scattered. Therefore, this paper reviews the literature of consumer effort in marketing field through three aspects.relationship between effort and goal, relationship be- tween effort and value, and relationship between effort and reward. And it points out the sig- nificance of consumer effort research, some limitations of previous studies and some key points for future research.
出处
《外国经济与管理》
CSSCI
北大核心
2015年第9期68-79,共12页
Foreign Economics & Management
基金
国家自然科学基金项目(71372099)
