基于购物过程体验的享乐性购物研究述评

摘要

Consumer shopping behavior can be divided into two categories according to motivations:one is utilitarian shopping targeting the obtainment of products and services based on pragmatism,and the other is hedonic shopping related to experience like satisfac-tion,excitement,and escape based on hedonism.Since 1950s,a large number of consumer be-havior studies have demonstrated the importance of factors such as enj oyment,pleasure and happiness in the process of shopping,and have explored how consumers optimize the pursuit of pleasure in the process of shopping.Hedonic shopping is based on active shopping experi-ence of consumers,and affects products purchase,impulsive shopping and shopping attitudes of consumers.Hedonic shopping research refers to shopping motivations and shopping value, and this paper reviews & analyzes hedonic shopping research in aspects of dimension,influ-encing factors,effects and so on from the perspectives of these two concepts.Then it does prospects for directions in future hedonic shopping research.%消费者的购物行为按其驱动机制可分为两大类，一种是基于实用主义的以获取产品和服务为目的的实用性购物，另一种是基于享乐主义的与购物带来的满足、兴奋、逃避等体验相关的享乐性购物。自20世纪50年代以来，大量的消费者行为研究证实了消费者购物过程中享受、愉悦、快乐等因素的重要性，并探究了消费者如何在购物过程中最优化地追求享乐性。享乐性购物以消费者积极的购物体验为基础，它会对消费者的商品购买行为、冲动性购买以及购物态度产生影响。享乐性购物研究涉及购物动机和购物价值两大概念，本文由这两个概念出发，从维度、影响因素、作用效果等方面对享乐性购物研究进行了回顾和分析，并在此基础上展望了该领域未来的研究方向。