消费者“意愿–行为”差距影响因素研究文献综述
A Literature Review of the Factors Affecting the Consumer’s Intention-Behaviour Gap
DOI: 10.12677/MOM.2018.84006, PDF,   
作者: 殷 宇：对外经济贸易大学信息学院，北京
关键词: 消费意愿；实际行为；差距；参照群体；Intention； Actual Behavior； Gap； Reference Group
摘要: 随着可持续消费理念的形成和传播，消费者在消费过程中，越来越多关注消费伦理问题。由此产生“说一套、做一套”，即消费意愿和实际购买行为不一致的情况。本研究通过梳理消费者“意愿–行为”差距研究的相关成果，探究现有研究认为其主要可能的影响因素，并对最新研究可能涉及的理论解释进行梳理。
Abstract: With the formation and dissemination of the concept of sustainable consumption, consumers are paying more and more attention to consumer ethics in the process of consumption. This leads to “speaking a set and making a set”, that is, the situation in which the willingness to consume is in-consistent with the actual purchase behavior. This study combs the relevant results of the con-sumer’s “willing-behavior” gap research, explores the main possible influencing factors of the ex-isting research, and sorts out the theoretical explanations that may be involved in the latest re-search.
文章引用：殷宇. 消费者“意愿–行为”差距影响因素研究文献综述[J]. 现代市场营销, 2018, 8(4): 37-44. https://doi.org/10.12677/MOM.2018.84006

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