个体主义与集体主义如何影响消费者行为：研究评述与展望

王 苗苗
天津外国语大学

摘要


个体主义与集体主义是跨文化研究的核心维度，深刻影响消费者的认知逻辑、决策模式与行为偏好。本文
系统梳理该维度影响消费者行为的内在机制，从自我构念认知基础、消费者决策过程、消费动机与价值追求、具体
行为表现四个层面评述现有研究成果；结合全球化与数字化的市场背景，针对现有研究局限，从理论框架精细化、
研究视角动态化、情境与方法拓展、微观机制深挖四个方面展望未来研究方向，为跨文化消费理论发展与跨国营销
实践提供参考。

关键词


个体主义；集体主义；文化维度；消费者行为；自我构念

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参考


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