摘要
新冠肺炎疫情后中国经济急需扩大内需进行恢复,消费者被迫压抑的需求在疫情结束后急需释放,从而产生一种新的消费现象即报复性消费。文章阐述了报复性消费的定义,根据恐怖管理理论区分了近端报复性消费和远端报复性消费,与其他重大危机事件后的消费者购买行为进行区分,阐述了新冠肺炎疫情中消费者报复性消费需求逻辑的转变。最后提出了企业的应对策略与报复性消费未来研究的发展方向。文章对报复性消费的概念化及其基础需求逻辑框架的提出为经历重大危机事件后的市场恢复和消费者理性购买提供理论指导,为公司满足经历疫情后的消费者需求和促进产业升级发展提供新的战略视野。
After the outbreak of Coronal virus,how to stimulate and expand market demand and unleash the buying power are the focus and the major difficulties for recovery.In such an external environment,marketers hope that there is a rebound in consumption no matter what kind of channel after the epidemic situation ends,which lead to heated discussion and result in a new consumption phenomenon,namely,retaliation consumption.This paper introduces a new dimension of consumer purchase behavior as retaliation consumption.Within the marketing literature,previous studies on disaster and crisis(such as SARS,bird flu,earthquake,hurricane,etc.)have rarely explored post—disaster recovery from the perspective of consumers.The current research of great crisis and disaster focuses on the impacts on consumers'psychology and behaviors such as vulnerability,impulsive buying,and compulsive buying,and its'influence on economy and society.We provide a new strategic vision for companies to meet consumers'demand after the epidemic,promoting industrial upgrading and development and helping consumer recovery.When signicant life transitions occur,retaliation consumption helps to facilitate the process.Those who were most affected by the epidemic-particularly those who have to use consumption as a coping mechanism-may require interventions to help them to understand the potentially logic and consequence of their retaliation consumption behavior.Marketers also have an obligation to understand and provide positive in uence on this behavior.
作者
乔琳
张宇东
李东进
QIAO Lin;ZHANG Yudong;LI Dongjin(Business School,Nankai University,Tianjin 300100,China;Business School,Jiangxi Normal University,Nancgabg Jisnhxi 330022,China)
出处
《未来与发展》
2021年第4期35-43,共9页
Future and Development
基金
国家自然科学基金重点项目“经济转型与国际化背景下品牌建设的理论创新研究”(71832005)
国家自然科学基金项目“消费者食品安全风险认知与决策行为研究”(71772092)
国家自然科学基金“协同消费习惯形成机制与效应研究”(71702127)。
关键词
报复性消费
需求转变
新冠疫情
重大危机事件
retaliation consumption
demand transformation
CO VID-19
severe crisis
