消费情绪与购后行为的关系研究综述

消费情绪在消费者购后行为中起着重要作用,所以消费情绪与购后行为的关系就成为众多研究成果的重点。总结这些研究内容,大致有三个研究方向:消费情绪与期望—差异理论;消费情绪与消费者满意;消费情绪与认知理论。第一类研究将二者的关系置于传统的期望—差异理论框架下,可以说是对原有模型的补充和完善;第二类研究是纯粹对消费情绪与满意二者的关系从多方面进行深入剖析,其中负面情绪与满意的关系研究和第一类研究有密切的联系,从负面情绪的起因出发,研究不同起因的负面情绪与满意之间的不同关系,改变了第一类研究“负面情绪导致不满意”这一相对简单的认识;而第三类研究是将消费情绪纳入传统的认知理论框架中进行研究,可以被看作是对以往认知理论的补充。

A Review of the Relationship between Consumption Emotion and Post-purchase Behavior

Consumption emotions play an important role in consumer post-purchase behavior and,therefore,the relationship between consumption emotions and post-purchase behavior becomes one research focus.This paper,through a general review of the relevant researches,defines the concept of consumption emotion and post-purchase behavior and categorizes post-purchase behavior into consumer satisfaction,repurchase intention,complaint behavior,brand loyalty and word-of-mouth behavior.The review indicates that there are three types of research.The firs type discusses the relationship under the traditional theoretical framework of expectation-disconfirmation theory in an effort to supplement and improve the original theory.The second type explores the relationship from the perspective of consumption emotion and consumer satisfaction,especially the relationship between negative emotion and consumer satisfaction so as to deepen the rough understanding that "negative emotion leads to dissatisfaction".The third type applies traditional cognition theory to the analysis of consumer emotion.