消费行为领域的触觉研究:回顾、应用与展望  

Sense of Touch in the Domain of Consumer Behavior: Review,Application and Prospects

作　　者：柳武妹[1] 王海忠[1] 王静一[2] 

机构地区：[1]中山大学管理学院,广东广州510275 [2]广东财经大学工商管理学院,广东广州510320

出　　处：《外国经济与管理》2014年第4期25-35,共11页Foreign Economics & Management

基　　金：国家自然科学基金面上项目<品牌原产国刻板印象反转机制研究--基于刻板表征理论中亚分组和去个性化模式>(批准号:71172164);国家自然科学基金青年项目(批准号:71202099)

摘　　要：触觉对于消费至关重要。消费者通过触摸产品或根据产品的触觉线索来制定购买决策;商家根据产品的触觉特征选择零售渠道;产品及包装等的成功设计也离不开触觉线索。但在消费行为研究领域,有关触觉的研究近期才引起学术界的重视。本文将消费行为领域已有的触觉研究分为人际触碰、人物触摸、线上产品不能触摸的弥补策略、消费者传染以及触摸的具身效应五个分支,系统梳理和阐述了每个分支的研究成果及其带来的营销管理启示,并剖析了未来研究方向,以期推动营销学界触觉研究和企业界相关实践的发展。Sense of touch is of great importance to consumption. Consumers rely on product touch or tactile cues of products to make purchasing decisions; businesses choose retail channels according to the characteristics of sense of touch of products; and the successful design of products and packaging is also inseparable from tactile cues. However, in the domain of consumer behavior, attention is not paid to the research on sense of touch until recent years. This paper divides current research on sense of touch in the domain of consumer behavior into five streams.interpersonal touch,people-object tou- ch, a strategy of compensation for online products＇ no-touch deficiency, consumer contamination, and embodiment effect of touch. It systematically reviews each stream＇s achievements and the enlighten- ment for marketing management, and explores future research directions to advance the development of the study of sense of touch in marketing field and related practice in business field.

关 键 词：触觉 触觉线索 人际触碰 人物触摸 消费者传染 具身效应 

分 类 号：F270[经济管理—企业管理]