体验型消费和实物型消费的差异：研究方法及效应

体验型消费是指以获得一种体验为目的的消费行为, 而实物型消费为以获得某种实质物品为目的的消费行为, 以往研究发现这两种不同的消费类型在消费者心理以及行为的多个维度上的影响都存在差异。本文首先回顾了过往研究所采用的研究方法并整理为如下三类：对消费类型的操纵方法、消费类型偏好的测量方法以及非实验研究方法。并从心理与行为两个角度, 梳理了体验型消费和实物型消费影响的差异。未来研究需进一步关注影响不同消费类型的前因变量, 充分利用新兴数据获取方式、关注不同消费类型的模型建构和内部维度, 以及体验型消费可能存在的“阴暗面”。

The difference between experiential and material consumption: Research methods and effects

Experiential consumption refers to the consumption behavior with the purpose of obtaining an experience, while material consumption refers to the consumption behavior with the purpose of obtaining a kind of material goods. Previous studies found that these two different types of consumption have many different effects across different fields. Our study summarizes major research paradigms, assessment tools and research approaches used in past studies. Besides, differences in psychological and behavioral effects of these two types of consumption across different domains were summarized. Future research may pay more attention to the antecedents and internal dimensions of different consumption types, emphasize model construction, consider using search engine query data, and examine the possible “dark side” of experiential consumption.