【作者】 梁剑平； 周翔；

【Author】 LIANG Jian-ping;ZHOU Xiang;School of Business.Sun Yat-sen University;

【机构】 中山大学管理学院；

【摘要】 近年来,正念作为一种保持清醒、开放,关注社会和生态的意识状态,已成为心理学、医学、可持续消费等领域的热点主题,并引起越来越多的学者围绕其开展研究。但在营销与消费行为领域,正念相关研究总体还处于早期阶段,并集中在正念型消费、特质正念等方向。对于全面阐释正念及其作用机制,以及对正念的前置因素的综述相对缺乏,而且国内鲜有学者对正念在营销和消费领域的文献进行梳理与述评。本文通过对现有文献的梳理,首先阐述了正念、正念型消费的概念以及相关研究脉络,其次,总结了正念层次、类别、特征与测量,进而整合了正念的整体模型,包括前置因素和影响结果,最后提出了营销启示以及未来研究方向。更多还原

【Abstract】 In recent years,mindfulness,as a state of consciousness to stay awake,open,and pay attention to society and ecology,has become a hot topic in the fields of psychology,medicine,and sustainable consumption,and has attracted more and more scholars to conduct research around it.But in the field of marketing and consumer behavior,the research on mindfulness is still in its infancy as a whole,and it focuses on mindful consumption,trait mindfulness,and the like;A comprehensive explanation of the mechanism of mindfulness,especially for the state mindfulness,and the research on the pre-factors of mindfulness are still lack.Meanwhile,there are few researches on mindfulness in the context of domestic marketing.By combing the existing literature,this paper first expounds the concept of mindfulness and mindful consumption and related research context,and then summarizes its levels,categories,characteristics and measurements,next,integrates the overall model of mindfulness,including pre-factors and outcome.Finally,the marketing enlightenment and future research directions are put forward.更多还原