气象因素如何影响消费行为?基于情境营销理论的气象营销机制  

How meteorological factors affect consumer behavior? The mechanism of meteo-marketing based on contextual marketing theory

作　　者：李晨溪 姚唐[1] LI Chenxi;YAO Tang(School of Economics and Management,Beihang University;Key Laboratory of Complex System Analysis,Management and Decision (Beihang University),Ministry of Education,Beijing 100191,China)

机构地区：[1]北京航空航天大学经济管理学院复杂系统分析与管理决策教育部重点实验室,北京100191

出　　处：《心理科学进展》2019年第2期191-200,共10页Advances in Psychological Science

基　　金：国家自然科学基金项目(71702007;71572006)

摘　　要：从个体情绪波动到社会经济兴衰,越来越多的研究开始关注气象因素对人类行为的重要影响。本研究提出大数据时代下,基于情境营销理论的气象营销新概念。通过识别动态气象环境中对消费者心理和行为有影响的气象因素,提出和验证"气象因素-消费心理-消费行为"这一逻辑链条的影响机制。研究主要围绕情境营销的气象因素影响、气象因素对消费心理和行为的影响机制、气象因素影响消费者行为机制下的营销策略三个主要问题展开讨论。预期研究成果将进一步延伸和丰富现有情境营销理论,同时对环境消费心理学也是有益的补充。There is a growing body of literature investigating the significant impacts of meteorological factors on human behavior,ranging from individual emotion swings to the prosperity and decline of social economics.Based on contextual marketing theory,this study proposes the concept of meteo-marketing,which is particularly applicable for the era of big data.By identifying the meteorological factors that affect consumer’s psychology and behavior in the dynamic weather environment,this study proposes the influential mechanisms of the“meteorological factors-consumer psychology-consumption behavior”logical chain for further verification.The research mainly focuses on the three issues,i.e.,the meteorological factors in contextual marketing,the impact of meteorological factors on consumer’s psychology and behavior and the interaction effect of meteorological factors and marketing strategies.Relevant research findings are expected to further extend and enrich the existing contextual marketing theory,and serve as a useful supplement to the discipline of environmental consumer psychology.

关 键 词：气象因素 情景营销 气象营销 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]