消费者专业性的影响效应:研究述评与展望  

The Effect of Consumer Expertise:A Review and Prospects

作　　者：吴波[1] 宋梦佳 曹菲 Wu Bo;Song Mengjia;Cao Fei(Business School,Tianjin University of Finance and Economics,Tianjin 300222,China)

机构地区：[1]天津财经大学商学院,天津300222

出　　处：《外国经济与管理》2024年第4期136-152,共17页Foreign Economics & Management

基　　金：国家自然科学基金面上项目(71872120);国家自然科学基金青年项目(72102164)。

摘　　要：消费者专业性指消费者成功执行产品相关任务的能力。产品信息获取渠道的增加使得消费者培养某一产品领域的专业性变得容易。消费者专业性不仅会影响自身的购买决策,也会对他人的购买行为产生影响。关于消费者专业性的现有文献内容繁多且零散,缺少系统的梳理。为此,本文首先明确了消费者专业性的概念内涵,阐述了消费者专业性在认知能力上的表现,分析了消费者专业性的来源,归纳和比较了消费者专业性的研究方法;其次,从正面和负面探究了消费者专业性的作用机制,从自身和他人视角阐释了消费者专业性的影响效应,并在此基础上构建了消费者专业性的理论框架;最后,指出了消费者专业性在概念范畴、主观与客观专业性差距、对自身影响与对他人影响四个方面的未来研究方向。本文不仅有助于理解不同专业性水平消费者的认知和行为差异,为企业制定市场细分营销策略提供新的洞见,而且有助于理解消费者如何判断其他消费者的专业性,提升企业口碑营销策略的效率和效果。Consumer expertise is defined as the ability to successfully perform product-related tasks.The rapid development of the Internet era has made it more convenient for consumers to obtain expertise.Consumer expertise affects both their own purchase decision-making and the purchase behavior of others.Previous literature has studied consumer expertise from multiple aspects,but the research findings have not yet been systematically sorted and analyzed.For this reason,firstly,this paper clarifies the concept of consumer expertise,summarizes the sources of consumer expertise,and compares different research methods of consumer expertise.Secondly,it explores the psychological mechanism of consumer expertise from positive and negative perspectives,elucidates the effect of consumer expertise from the perspectives of self and others,and constructs a theoretical framework of consumer expertise.Finally,it identifies future research directions in four aspects of consumer expertise:conceptual categorization,the gap between subjective and objective expertise,the impact on oneself,and the influence on others.This paper could help firms understand the cognitive and behavioral differences between consumers with different levels of expertise and provide new insights for firms on market segmentation.In addition,it could help firms understand how consumers judge the expertise of other consumers,and improve their efficiency and effect of word-of-mouth marketing strategies.

关 键 词：消费者专业性 消费者知识 认知能力 购买决策 专家意见 

分 类 号：F270[经济管理—企业管理]