) 1中国人民大学心理学系
2中国人民大学商学院, 北京 100872
收稿日期:2020-10-27出版日期:2021-06-15发布日期:2021-04-25通讯作者:邢采E-mail:cxing@ruc.edu.cn基金资助:国家自然科学基金面上项目(71873133);国家自然科学基金面上项目(71872172)The difference between experiential and material consumption: Research methods and effects
CHEN Kunyu1, WANG Qi1, WANG Xia2, XING Cai1() 1Department of Psychology, Renmin University of China, Beijing 100872, China
2School of Business, Renmin University, Beijing 100872, China
Received:2020-10-27Online:2021-06-15Published:2021-04-25Contact:XING Cai E-mail:cxing@ruc.edu.cn摘要/Abstract
摘要： 体验型消费是指以获得一种体验为目的的消费行为, 而实物型消费为以获得某种实质物品为目的的消费行为, 以往研究发现这两种不同的消费类型在消费者心理以及行为的多个维度上的影响都存在差异。本文首先回顾了过往研究所采用的研究方法并整理为如下三类：对消费类型的操纵方法、消费类型偏好的测量方法以及非实验研究方法。并从心理与行为两个角度, 梳理了体验型消费和实物型消费影响的差异。未来研究需进一步关注影响不同消费类型的前因变量, 充分利用新兴数据获取方式、关注不同消费类型的模型建构和内部维度, 以及体验型消费可能存在的“阴暗面”。
图/表 2
表1体验型与实物型消费的相关分类维度汇总
| 分类名称 | 分类依据 |
|---|---|
| 搜索型商品与体验型商品 (Search versus experience goods) | 可以通过互联网等方式获取信息, 了解商品/需通过直接体验才能了解商品 |
| 实用型商品与享乐型商品 (Hedonic versus utilitarian good) | 出于商品的功能而进行购买/出于商品带来的享乐体验而购买 |
| 实物型商品与服务型商品 (Goods versus services) | 有形的商品/无形的体验与服务 |
| 品牌体验与体验式营销 (Brand experience and experiential marketing) | 通过品牌标识、包装等外在物品刺激消费者购物/通过提高消费者的消费体验来进行营销 |
表1体验型与实物型消费的相关分类维度汇总
| 分类名称 | 分类依据 |
|---|---|
| 搜索型商品与体验型商品 (Search versus experience goods) | 可以通过互联网等方式获取信息, 了解商品/需通过直接体验才能了解商品 |
| 实用型商品与享乐型商品 (Hedonic versus utilitarian good) | 出于商品的功能而进行购买/出于商品带来的享乐体验而购买 |
| 实物型商品与服务型商品 (Goods versus services) | 有形的商品/无形的体验与服务 |
| 品牌体验与体验式营销 (Brand experience and experiential marketing) | 通过品牌标识、包装等外在物品刺激消费者购物/通过提高消费者的消费体验来进行营销 |
表2主要操纵与测量方法优缺点汇总
| 操纵与测量方法 | 优点 | 缺点 |
|---|---|---|
| 回忆法 | 简单直观, 易于分类, 便于被试想象。 | 被试的主观性较强, 难以控制获得的消费经历。 |
| 模拟情境法 | 可以控制无关变量, 且所有被试在相同条件下实验。 | 模拟情境可能与真实情境存在差异, 且被试不一定具有所模拟情景的经验或知识。 |
| 真实情境模拟法 | 情境更真实, 生态效度高。 | 操作较为繁琐, 实验要求更高。 |
表2主要操纵与测量方法优缺点汇总
| 操纵与测量方法 | 优点 | 缺点 |
|---|---|---|
| 回忆法 | 简单直观, 易于分类, 便于被试想象。 | 被试的主观性较强, 难以控制获得的消费经历。 |
| 模拟情境法 | 可以控制无关变量, 且所有被试在相同条件下实验。 | 模拟情境可能与真实情境存在差异, 且被试不一定具有所模拟情景的经验或知识。 |
| 真实情境模拟法 | 情境更真实, 生态效度高。 | 操作较为繁琐, 实验要求更高。 |
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