消费者厌腻感的生成机理、诱发因素及缓解策略
厌腻感是指消费者对连续或过量消费同一产品或服务的效用感、享乐感或满意度下降，负面感知逐步抑制正面感知的主观情绪体验。为缓解或防止厌腻感的产生，消费者会采取品牌转换、多样化寻求、控制消费周期等行为。因此厌腻已成为企业或店铺培养顾客忠诚的主要障碍。国外文献分别从厌腻感的生成过程、功能反应、知觉状态和属性感知等方面，划分厌腻类型；剖析了厌腻感生成的享乐适应、边际效用递减、认知失调以及最佳刺激水平等理论原理及机理；探讨了生理厌腻感和心理厌腻感生成的诱发因素及其影响效应；验证了外部因素和个体因素对消费者厌腻感的调节作用；同时探讨了消费者应对厌腻的缓解策略或行为反应。最后对现有文献的研究思路、特点和不足进行评述，提出了未来研究方向。
经济计划、经济管理贸易经济
厌腻感生理厌腻心理厌腻厌腻速度多样化寻求
.消费者厌腻感的生成机理、诱发因素及缓解策略[EB/OL].(2021-01-28)[2025-09-27].https://chinaxiv.org/abs/202101.00084.点此复制
Satiation refers to the subjective emotional experience in which consumers' sense of utility, enjoyment and satisfaction from the same product or service decrease over time, and negative perception gradually suppresses positive perception. In order to alleviate or prevent satiation, consumers will take the behavior of brand switching, variety seeking and controlling consumption cycle. Therefore, satiation has become the main obstacle for enterprises or shops to cultivate customer loyalty. Foreign literatures have divided the types of satiation from the generation process, functional response, cognitive state and attribute perception, and analyzed the theories of hedonic adaptation, diminishing marginal utility, cognitive dissonance and optimal stimulation level to explain the generation of satiationthen explored the inducing factors of the physiological and psychological satiation, verified the moderating effects of environmental factors and individual factors on consumers satiation. At the same time, it discusses the mitigation strategies or behavioral responses of consumers to satiation. Finally, the research ideas, characteristics and shortcomings of the existing literature are reviewed, and the future research direction is proposed.
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