营销科学学报 ›› 2015, Vol. 11 ›› Issue (1): 71-84.

• 论文 • 上一篇    下一篇

享乐品和实用品对后续购买行为的影响分析

姚卿,陈荣,赵平   

  1. 姚卿,北京科技大学东凌经济管理学院工商管理系讲师,E-mail: yaoq@ustb.edu.cn。
    陈荣,清华大学经济管理学院市场营销系副教授,E-mail: chenr@sem.tsinghua.edu.cn。
    赵平,清华大学经济管理学院市场营销系主任,教授、博导,E-mail:zhaop@sem.tsinghua.edu.cn。
  • 出版日期:2015-03-01 发布日期:2015-05-07
  • 基金资助:

    本文受国家自然科学基金项目(71302165,71372045,71472104)及中央高校基本科研业务费(FRF-TP-13-028A, FRF-TP-14-053A2)资助。非常感谢两位匿名评审专家为本文提出宝贵的修改意见和建议。

The Different Influences of Hedonic versus Utilitarian Purchase on the Subsequent Purchase Behavior

Yao Qing, Chen Rong, Zhao Ping   

  1. Yao Qing, Dongling School of Economics and Management, University of Science and Technology Beijing.
    Chen Rong,School of Economics and Management, Tsinghua University.
    Zhao Ping, School of Economics and Management, Tsinghua University.
  • Online:2015-03-01 Published:2015-05-07

摘要:

基于消费者连续决策理论以及享乐品和实用品选择理论,通过三个实验研究了享乐品和实用品对后续购买行为的影响差异、内在机制及其调节因素。研究结果显示,不同于实用品,购买享乐品更加可能激发消费者关注于后续选项的正当性(或理由),导致(1)后续购买可能性降低;(2)更可能购买选择集中有最好理由支持的产品选项。上述效应的前提条件是人们感受到内疚感或花钱的痛苦,因此,影响内疚感程度的购买理由以及付钱痛苦程度的个体因素对上述效应具有调节作用。

关键词: 享乐品, 实用品, 连续购买

Abstract:

Based on the theories of consumer sequential choices and choice between hedonic and utilitarian products, this paper investigates how hedonic purchase differs from utilitarian purchase in affecting consumer’s subsequent decisions to purchase, the underlying mechanism and the boundary conditions through three studies. The results of the studies show that a hedonic (versus utilitarian) driver can make people more likely to focus on an option’s justifiability rather than its desirability. Specifically, a hedonic (vs. a utilitarian) initial item (1) reduces the subsequent purchase probability; (2) facilitates purchase of options that are supported by best overall reasons or are easy to justify. The preliminary condition is that consumers feel guilty or pain of paying from hedonic consumption. To the extent that contextual justifications and the chronic tendency of feeling pain when spending eliminate such negative emotions, the effects might be weakened.

Key words: hedonic goods, utilitarian products, sequential purchase