基于解释学的消费者内疚变化机制研究

›› 2016, Vol. 28 ›› Issue (5): 73-84.

基于解释学的消费者内疚变化机制研究

费显政^1,3, 游艳芬^1,2, 符国群³

1. 中南财经政法大学工商管理学院/MBA学院, 武汉 430073;
2. University of Wisconsin-Milwaukee;
3. 北京大学光华管理学院, 北京 100871

收稿日期:2013-09-30 出版日期:2016-05-28 发布日期:2016-06-02
作者简介:费显政,中南财经政法大学工商管理学院/MBA 学院教授,博士,北京大学光华管理学院博士后;游艳芬,中南财经政法大学工商管理学院硕士,University of Wisconsin?Milwaukee 博士研究生;符国群,北京大学光华管理学院教授,博士生导师,博士。
基金资助:
国家自然科学基金项目(70902079;71372211)。

Research on the Change Mechanism of Consumer Guilt: From the Perspective of Hermeneutic Approach

Fei Xianzheng^1,3, You Yanfen^1,2, Fu Guoqun³

1. School of Business Management, Zhongnan University of Economics and Law, Wuhan 430073;
2. University of Wisconsin-Milwaukee;
3. Guanghua School of Management, Peking University, Beijing 100871

Received:2013-09-30 Online:2016-05-28 Published:2016-06-02

摘要/Abstract

摘要：

本文以消费者内疚动态变化现象为研究对象,借助解释学的方法揭示了消费者内疚的变化机制。通过对36个案例的分析,本文得出了消费者内疚变化的六种具体形态,并归纳出导致其变化的四种作用机制,包括情绪自然消退、互惠规则、承诺一致和社会支持。每种机制的作用分别受到不同因素的影响,企业可以通过操控这些因素来服务于自己的营销实践。

关键词: 消费者内疚, 消费者情绪, 互惠, 承诺一致, 社会支持

Abstract:

This paper aims to explore the change mechanism of consumer guilt from the perspective of hermeneutic approach. Based on 36 cases, this paper identifies six types of change forms of consumer guilt. And four mechanisms are unveiled. That is, natural fade-out, reciprocation, commitment and consistency, and social support. Each is moderated by several factors that can be manipulated by the firm to make full use of them.

Key words: consumer guilt, consumer emotion, reciprocation, commitment and consistency, social support

费显政, 游艳芬, 符国群. 基于解释学的消费者内疚变化机制研究[J]. , 2016, 28(5): 73-84.

Fei Xianzheng, You Yanfen, Fu Guoqun. Research on the Change Mechanism of Consumer Guilt: From the Perspective of Hermeneutic Approach[J]. , 2016, 28(5): 73-84.

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