秘密消费:研究进展与未来展望  

Secret Consumption:A Review and Prospects

作　　者：许焕 尤婷婷 张敏[1] 李佳宁 Xu Huan;You Tingting;Zhang Min;Li Jianing(School of Marketing and Logistics,Nanjing University of Finance&Economics,Nanjing 210023,China)

机构地区：[1]南京财经大学营销与物流管理学院,江苏南京210023

出　　处：《外国经济与管理》2024年第11期103-121,共19页Foreign Economics & Management

基　　金：国家自然科学基金青年项目(72002095);国家社会科学基金一般项目(17BGL091);江苏省习近平新时代中国特色社会主义思想研究中心“学习贯彻习近平文化思想”研究专项课题(24ZXZB004)。

摘　　要：秘密消费普遍存在于消费者的日常生活中,对消费者行为偏好具有重要影响,也是企业营销推广的重要手段。近年来,秘密消费受到了营销学者越来越多的关注,但国内该领域的研究仍处于初步发展阶段,且缺乏对现有文献的系统性梳理和归纳。为了更好地推动和增强秘密消费的理论研究进展与营销实践成效,本文对秘密消费相关研究进行了系统梳理。首先,本文介绍了秘密消费研究的文献来源与研究趋势。其次,本文厘清了秘密消费的概念内涵,辨析了秘密消费与相近概念的联系与区别,明确了秘密消费的分类,总结了秘密消费的测量与操纵方法。再者,本文从消费者个体和外部环境等角度总结了影响个体秘密消费行为和意愿的因素,梳理了秘密消费的形成过程与机制,并归纳了秘密消费的影响作用。最后,本文讨论了秘密消费研究对营销实践的启示,并展望了未来研究的思路与方向。本文不仅有助于提升个体秘密消费体验,也为企业营造秘密消费氛围和有效推广产品提供了参考。Secret consumption is a common phenomenon in daily life and a significant factor affecting consumer behavior.It also serves as a useful marketing and promotion strategy for enterprises.Despite the growing interest in secret consumption among marketing scholars,research on this topic in China remains underdeveloped and lacks a systematic review and synthesis of existing literature.This paper aims to fill this gap by providing a comprehensive overview of secret consumption research.Firstly,it begins by introducing the literature sources and research trends on secret consumption,defines the concept of secret consumption,distinguishes it from similar concepts,clarifies the classification of secret consumption,and summarizes the measurement and manipulation methods of secret consumption.Secondly,it analyzes the factors that affect individual secret consumption behavior from both internal and external environments,examines the impact of secret consumption on subsequent consumer psychology and behavior,and explores the mechanism of secret consumption occurrence.Thirdly,it discusses the implications of secret consumption research for marketing practice,and proposes directions and suggestions for future research.This paper not only contributes to enhancing individual secret consumption experience,but also offers guidance for enterprises to create a secret consumption atmosphere and effectively promote their products.

关 键 词：秘密行为 秘密消费 消费者心理 行为偏好 

分 类 号：F270[经济管理—企业管理]