基于认同的消费者行为研究综述  

Review of Research on Consumer Behavior Based on Identity

作　　者：陈韵清[1] 朱虹[1] 夏少昂[2] 

机构地区：[1]南京大学商学院,江苏南京210093 [2]南京大学社会学院,江苏南京210093

出　　处：《华东经济管理》2014年第12期146-150,共5页East China Economic Management

基　　金：国家自然科学基金项目(71372034)

摘　　要：通过购买具有符号象征功能的商品,来表达自我认同或者获得社会认同,已经成为解释消费者购买动机的重要路径,也是消费者行为学研究的前沿主题。文章系统回顾了认同对消费行为影响的西方相关文献,首先介绍了认同与符号消费的含义、消费认同理论的研究路径,然后从认同凸显、认同关联、认同威胁和认同冲突四个方面探讨了认同对消费行为的影响,最后探讨了未来研究方向。It becomes an important way to explain consumer purchase motives by buying goods with the symbolic function toexpress self-identity or gain social identity,which is also the latest research topic of consumer behavior. The paper system-atically reviews the relevant western literature on the impact of identity on consumer behavior. First,it introduces the defini-tions of identity and symbol consumption,and the research path of consumer identity theory. Second,it discusses the im-pact of identity on consumer behavior from four aspects： identity salience,identity association,identity threat and identityconflict. Finally,it puts forward future research directions.

关 键 词：认同 符号 消费行为 

分 类 号：F274[经济管理—企业管理]