) 1西南政法大学新闻传播学院
2西南政法大学区域公共品牌研究中心
3西南政法大学商学院, 重庆 401120
4复旦大学管理学院, 上海 200433
收稿日期:2020-11-12出版日期:2021-05-15发布日期:2021-03-30通讯作者:范秀成E-mail:xcfan@fudan.edu.cn基金资助:国家自然科学基金重点项目(71832002);教育部人文社会科学研究项目(19YJCZH103);教育部人文社会科学研究项目(20XJAZH013)The formation mechanism, inducing factors and mitigation strategies of consumer satiation
ZHANG Yi1, GONG Zheng2, DING Run3, FAN Xiucheng4() 1School of Journalism & communication, Southwest University of Political Science & Law, Chongqing 401120, China
2Regional Public Brand Research Center, Southwest University of Political Science & Law, Chongqing 401120, China
3Business School, Southwest University of Political Science & Law, Chongqing 401120, China
4School of management, Fudan University, Shanghai 200433, China
Received:2020-11-12Online:2021-05-15Published:2021-03-30Contact:FAN Xiucheng E-mail:xcfan@fudan.edu.cn摘要/Abstract
摘要： 厌腻感是指消费者对连续或过量消费同一产品或服务的效用感、享乐感或满意度下降, 负面感知逐步抑制正面感知的主观情绪体验。为缓解或防止厌腻感的产生, 消费者会采取品牌转换、多样化寻求、控制消费周期等行为, 因此厌腻感已成为企业或店铺培养顾客忠诚的主要障碍。国外文献分别从厌腻感的生成过程、功能反应、知觉状态和属性感知等方面, 划分厌腻类型; 剖析了厌腻感生成的享乐适应、边际效用递减、认知失调以及最佳刺激水平等理论原理及机理; 探讨了生理厌腻感和心理厌腻感生成的诱发因素及影响效应; 验证了外部因素和个体因素的调节作用; 同时探讨了消费者缓解或防止厌腻感的主要策略及行为反应。最后对现有文献的研究思路、特点和不足进行了评述, 提出了未来研究方向。
图/表 1
图1消费者厌腻感生成与缓解的理论模型
图1消费者厌腻感生成与缓解的理论模型参考文献 90
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