多样化寻求行为文献综述  

A Review of Studies on Variety-Seeking Behavior

作　　者：桑辉[1] 贺钰琪 陈小燕[1] 

机构地区：[1]上海对外经贸大学工商管理学院,上海201620

出　　处：《上海对外经贸大学学报》2016年第6期64-72,共9页Journal of Shanghai University of International Business and Economics

基　　金：国家自然科学基金项目"消费者产品涉入对品牌转换行为的影响:中介效应模型与调节效应模型的实证检验"(项目编号:71102177)的资助

摘　　要：多样化寻求行为作为一种常见的消费者选择策略直接影响了企业的经营绩效,因而引起探索性购买相关领域学者的广泛关注。本文通过对心理学、市场营销学有关文献的梳理,首先介绍了多样化寻求行为的定义及形成机理,然后对多样化寻求行为的影响因素做了重点分析,接下来介绍了多样化寻求行为在研究中的测量方法,最后讨论了现有研究的不足以及未来可能的研究方向。Variety-seeking as a frequently used strategy of consumer choice is a crucial topic of business management, which also has generated considerable interests in studies of exploring purchasing behavior. Based on a review of related psychology and marketing literatures, this paper fi rst introduces the concept and mechanism of variety seeking behavior, and then analyzes factors influencing variety-seeking behavior in details. Next, it introduces research methods used in literatures. Finally, it discusses the shortcomings of current research and possible directions in future research.

关 键 词：多样化寻求 探索性购买 消费者决策 

分 类 号：F270[经济管理—企业管理]