顾客非理性消费行为机理探析

非理性消费已经成为零售企业利润的重要来源,得到学术界的普遍关注。认为顾客非理性消费行为是受到内在的、最本质的特殊顾客需要驱使而产生的不合理行为,揭示了驱动顾客非理性消费行为的顾客需要,并探讨了情绪状态因素调节顾客需要与顾客非理性消费行为关系的作用机理。基于416份问卷的调查结果,社交需要、释压需要和求廉需要是驱使顾客产生非理性消费行为的主要内在动因,情绪对特殊的顾客需要具有不同的调节作用。旨在丰富顾客非理性消费行为的知识,为商家实施目标营销、新服务开发提供重要理论支持。

Study on mechanism of irrational consumption behavior of customers

Irrational consumption has become the important profit source of the retailers and is attended by the academics. The authors believe that the irrational consumption behavior of customers is the unreasonable behavior resulted from the motivation by the intrinsic and essential customer needs. The consumer needs driven by irrational consumption behavior of customers are explored. The interaction mechanism of emotion state factors regulating the relation between the consumer needs and the irrational consumption behavior of customers is discussed. Survey results based on 416 questionnaires show that social needs, pressure relief needs and cheap pursuit needs are the major intrinsic motivators that cause the irrational behaviors of customers, and that emotion has different moderating functions for the special consumer needs. The aim is to enrich the relative theories of irrational consumption behaviors and to present the important theoretical supports for businesses to implement targeted marketing and develop the new services.