摘要
在消费领域,习惯扮演着重要而特殊的角色,它既是消费者高频重复某一购买、惠顾等行为的关键驱动力,也是阻碍消费者新产品采纳、品牌转换、长期目标追求等行为改变的重要壁垒。与目标、态度等动机因素相比,习惯这一构念在营销学界一直没有引发足够的关注,其背后特殊的内在机制与影响效应也长期被忽视。鉴于此,本文尝试通过梳理跨学科领域涉及消费习惯的文献,来重新审视消费领域的习惯界定与测量方法,阐明影响消费习惯引发和形成的前置因素,归纳习惯对消费者福祉以及企业效益的影响效应,并对未来研究方向进行展望,以期为未来营销领域的消费习惯研究与营销实践提供参考。
In the marketing field,consumption habits play a significant and special role.On the one hand,habits are key drivers for consumers to repeatedly purchase the same products or patronize the same stores both online or offline.On the other hand,they also impede consumers to purchase and consume new products,switch brands or pursue long-term goals.Although consumption habits underlie much of consumer behaviors,marketing scholars have not paid close attention to this concept and its underlying mechanisms and potential effects.Based on the practical and theoretical background,this paper attempts to review the literatures on consumption habits from an interdisciplinary perspective,discussing the connotation,antecedents,consequences and future prospects of habit research in the domain of consumer behavior.First,by reviewing the representative viewpoints of habits which are derived from both marketing and psychology disciplines,this paper redefines the conceptual connotation of consumption habits,and clarifies the differences between consumption habits and related concepts in the marking field.Second,the antecedents of consumption habits are summarized from two aspects.In terms of habit formation,existing literature reveals the significant impacts of external contexts,individual differences,behavioral characteristics,and motivational factors on the habit learning process.In terms of habit execution,there are three potential pathways to describe how external contexts affect consumer habitual behaviors.Third,this paper summarizes the potential consequences of consumption habits from the perspectives of both consumer well-being and enterprise financial performance.In terms of consumer well-being,existing literature finds the significant impacts of habits on self-regulation,self-identity and happiness.In terms of financial performance,existing literature illustrates the specific role of consumption habits in the domains of new product adoption,promotion plan,customer loyalty management and advertising persuasion.Fourth,this p
作者
杜立婷
李东进
Du Liting;Li Dongjin(School of Humanities,Tiangong University,Tianjin 300387,China;Business School,Nankai University,Tianjin 300071,China)
出处
《外国经济与管理》
CSSCI
北大核心
2023年第7期71-90,共20页
Foreign Economics & Management
基金
国家自然科学基金青年项目(71702127)
天津市哲学社会科学项目(TJGL21-023)。
关键词
消费习惯
前因后果
营销策略
消费者福祉
consumption habits
antecedents and consequences
marketing strategies
consumer well-being
