消费者决策行为中的体验优势现象:机制及展望  

Experiential Advantage in Consumer Decision Behaviors:Phenomenon,Mechanism and Prospect

作　　者：李斌[1] 冯凯 金来 雷励 李爱梅[1] LI Bin;FENG Kai;JIN Lai;LEI Li;LI Ai-mei(School of Management,Jinan University,Guangzhou 510632,China)

机构地区：[1]暨南大学管理学院,广州510632

出　　处：《应用心理学》2025年第1期3-15,共13页Chinese Journal of Applied Psychology

基　　金：中央高校基本科研业务费专项资金(23JNQMX11);教育部人文社科青年基金项目(22YJCZH074);广东省哲学社会科学规划基金一般项目(GD22CGL05);国家自然科学基金项目(71601084:71971099)。

摘　　要：以往研究发现,相对于实物性消费,体验性消费更能促进人们的幸福感,存在着幸福感的体验优势现象。本研究在此基础上进行了拓展,提出在消费者决策行为中也同样存在体验优势现象。即在不同购买决策阶段中,与实物性消费相比较,消费者不仅在体验性消费中的获得情绪效用更强,同时在行为上也表现出更大的偏好。同时,进一步分析了消费者决策行为的体验优势现象产生的理论机制。最后,总结相应的实践启示及未来展望。Previous research shows that experiential consumption contributes more to individuals’ sense of happiness compared to materialistic consumption, indicating the presence of an experiential advantage phenomenon. Building on this notion, our study explores the existence of the experiential advantage phenomenon in consumer decision-making behaviors. Specifically, we investigate how consumers not only derive stronger emotional utility from experiential consumption but also exhibit a greater preference for it in their behaviors, as compared to materialistic consumption, at different stages of the purchasing decision process. Additionally, we investigate the theoretical mechanisms underlying the emergence of the experiential advantage phenomenon in consumer decision-making behavior. Finally, we provide practical implications and future prospects based on our findings.

关 键 词：体验优势 体验性消费 实物性消费 实物优势 

分 类 号：B849[哲学宗教—应用心理学]