消費経験主義の検討  [in Japanese] Examination of Consumer Experientialism  [in Japanese]

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Abstract

本稿では、消費経験主義研究について検討を行った。まず、消費者行動研究全体における消費経験主義研究の位置づけが弱いことを述べた。次に、消費経験主義の主要概念として「快楽消費」と「消費の意味」の二つを取り上げ、それぞれの問題点を検討し、今後の方向性について提案を行った。「快楽消費」については、"快楽"の概念に注目し、1."効用"の概念との対比の非妥当性、2."属性"との関係の問題、3."快楽"以外の感情の研究の必要性、の3点に関する議論を展開した。一方、「消費の意味」については、1.消費の個人的意味と社会・文化的意味の区別の必要性、および2.社会・文化的意味の研究課題について論じた。最後に、実務サイドにおいても、消費経験主義と共通の関心があることを指摘し、今後は実務サイドの見解も消費経験主義研究に組み込んでいくべきであると論じた。\\nConsumer experientialism is epoch-making in opposing consumer information processing theory which has been dominant in the field of consumer research. However, consumer experientialism has not fully gained ground. The purpose of the present study is to examine the controversial points of consumer experientialism and to discuss the issues for its further development. We examine "hedonic consumption" and "the meaning of consumption" as the two key concepts of consumer experientialism. Concerning the "hedonic consumption", we focus on the concept of "hedonism" and discuss the following three points: 1. Invalidity of placing the concept of "hedonism" in contrast to the concept of "utility" on the same level; 2. The issues of the relationship of "hedonism" to the product attributes; and 3. The need for the study of consumer's emotions other than hedonic feelings. Concerning "the meaning of consumption", we discuss the following two points: 1. The need for the distinction between the personal meaning of consumption and the sociocultural meaning of consumption; and 2. The theme of the studies of the sociocultural meaning of consumption. Finally, we mention the practical marketing perspectives relevant to consumer experientialism. Then we discuss the applicability of the practical marketing perspectives to the research of consumer experientialism.

Consumer experientialism is epoch-making in opposing consumer information processing theory which has been dominant in the field of consumer research. However, consumer experientialism has not fully gained ground. The purpose of the present study is to examine the controversial points of consumer experientialism and to discuss the issues for its further development. We examine "hedonic consumption" and "the meaning of consumption" as the two key concepts of consumer experientialism. Concerning the "hedonic consumption", we focus on the concept of "hedonism" and discuss the following three points: 1. Invalidity of placing the concept of "hedonism" in contrast to the concept of "utility" on the same level; 2. The issues of the relationship of "hedonism" to the product attributes; and 3. The need for the study of consumer's emotions other than hedonic feelings. Concerning "the meaning of consumption", we discuss the following two points: 1. The need for the distinction between the personal meaning of consumption and the sociocultural meaning of consumption; and 2. The theme of the studies of the sociocultural meaning of consumption. Finally, we mention the practical marketing perspectives relevant to consumer experientialism. Then we discuss the applicability of the practical marketing perspectives to the research of consumer experientialism.

Journal

  • Review of administration and informatics

    Review of administration and informatics 8(1), 117-133, 1995-12-01

    University of Shizuoka

Codes

  • NII Article ID (NAID)
    110004615461
  • NII NACSIS-CAT ID (NCID)
    AN10118525
  • Text Lang
    JPN
  • Article Type
    Departmental Bulletin Paper
  • ISSN
    09188215
  • Data Source
    NII-ELS  IR 
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