消费者厌腻感的生成机理、诱发因素及缓解策略

厌腻感是指消费者对连续或过量消费同一产品或服务的效用感、享乐感或满意度下降, 负面感知逐步抑制正面感知的主观情绪体验。为缓解或防止厌腻感的产生, 消费者会采取品牌转换、多样化寻求、控制消费周期等行为, 因此厌腻感已成为企业或店铺培养顾客忠诚的主要障碍。国外文献分别从厌腻感的生成过程、功能反应、知觉状态和属性感知等方面, 划分厌腻类型; 剖析了厌腻感生成的享乐适应、边际效用递减、认知失调以及最佳刺激水平等理论原理及机理; 探讨了生理厌腻感和心理厌腻感生成的诱发因素及影响效应; 验证了外部因素和个体因素的调节作用; 同时探讨了消费者缓解或防止厌腻感的主要策略及行为反应。最后对现有文献的研究思路、特点和不足进行了评述, 提出了未来研究方向。

The formation mechanism,inducing factors and mitigation strategies of consumer satiation

Satiation has been defined as the consumer’s subjective emotional experience in which their sense of utility,enjoyment or satisfaction drops over time from repeated or excessive consumption of the same product or service.The result is that a negative perception gradually takes over the initial positive outlook.Consumers then resort to brand switching,variety seeking and consumption cycle controlling to alleviate or prevent satiation.To some extent,satiation has become the prime an obstacle for enterprises or shops to secure customer loyalty.Our research has suggested that foreign studies have classified satiation based on the formation process,functional response,cognitive state and attribute perception of the consumer.They have dissected theoretical principles and mechanisms of hedonic adaptation,diminishing marginal utility,cognitive dissonance and optimal stimulation levels.The studies have explored the inducing factors to generate the physiological and psychological satiation and their impacts,as well as,the verification of moderating effects from external factors and individual factors on consumers’satiation.Then they have discussed the mitigation strategies or behavioral responses which consumers coped with satiation.Ultimately,we have reviewed the research ideas,characteristics and limitations of the extant readings,and have put forward suggestions for future research.