消费者独特性需求研究:回顾与展望  

A Study on Consumers' need for Uniqueness:Review and Prospect

作　　者：朱振中[1] 程钧谟[1] 刘福 

机构地区：[1]山东理工大学管理学院,山东淄博255000

出　　处：《华东经济管理》2017年第11期151-158,共8页East China Economic Management

基　　金：国家自然科学基金资助项目(71372194);山东省自然科学基金项目(ZR2016GM14);山东省社会科学基金项目(16CGLJ24);山东省研究生教育创新计划资助项目(SDYY16038);淄博市校城融合发展计划项目(2016ZBXC227);石油大学科技基金项目(xyz003)

摘　　要：消费者独特性需求是指消费者为发展与提升自我形象和社会形象而从事抗遵从行为的个体倾向,是体现在消费行为中的独特性寻求需要。以往研究较全面地探讨了其概念、测量、影响因素和后果。消费者独特性需求受到个体差异、情景因素、上位因素及社会影响等因素的影响,并对多样化寻求、社会网络发展与口碑传播等消费行为产生影响。未来研究应更深入地探讨消费者独特性需求的成因,并积极开展纵向跟踪、本土化及跨文化研究。Consumers ＇ need for uniqueness is defined as an individual tendency to engage in counterconformity behavior for the purpose of developing and enhancing one＇s self-image and social image, which reflects a need to seek uniqueness in consumer behavior. In the past, the concept, measurement, influencing factors and consequences of consumers＇ need for uniqueness have been discussed more comprehensively in the literature. Consumers＇ need for uniqueness is influenced by individual differences, situational factors, superordinate factors and social influence factors and so on, and has the impact on consumer behavior such as variety seeking, social network development, word of mouth, etc. The future research should further explore the causes of consumers＇ need for uniqueness, and actively carry out longitudinal study, localization study and cross-cultural study.

关 键 词：消费者独特性需求 抗遵从性 心理机制 

分 类 号：F014.5[经济管理—政治经济学] F270