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引用次数: 0
摘要
本文旨在从消费者的角度对沉没成本效应进行系统的文献综述。通过采用综合方法,本文旨在总结和讨论财务和行为沉没成本对消费者购买前后的决策、判断和行为的影响。设计/方法/途径在 Scopus 和 Web of Science 数据库中进行搜索后,通过识别和分析 1985 年至 2022 年(11 月)期间发表的 56 篇同行评审文章,进行了系统的文献综述。根据所选论文进行了描述性分析和内容分析,以全面考察和综合沉没成本对消费者的选择、评价和行动的影响,发现研究空白,并为未来研究提出建议。研究结果根据五个相关主题讨论了文献中的研究成果:影响沉没成本效应的因素;过去的投资对购买决策的影响;消费者购买后的评价、行为和选择;价格的心理摊销;以及沉没成本效应对忠诚度和转换的影响。本综述论文综合并讨论了与财务和行为沉没成本相关的文献研究成果,这些沉没成本会影响消费者在支付商品或服务费用前后的决策、判断和行为。
The impact of financial and behavioural sunk costs on consumers’ choices
Purpose
The purpose of this paper is to develop a systematic literature review on the sunk cost effect from consumers’ perspectives. By applying a comprehensive approach, this paper aims to synthesise and discuss the impact of financial and behavioural sunk costs on consumers’ decisions, judgements and behaviour before and after purchasing. This study also identifies potential research avenues to inspire further studies.
Design/methodology/approach
Following a search in the Scopus and Web of Science databases, a systematic literature review was conducted by identifying and analysing 56 peer-reviewed articles published between 1985 and 2022 (November). Descriptive and content analysis was implemented based on the selected papers to examine and synthesise the effect of sunk costs on consumers’ choices, evaluations and actions in a comprehensive approach; uncover research gaps; and recommend paths for future research.
Findings
The research results found in the literature are discussed according to five related themes: factors affecting the sunk cost effect; the impact of past investments on purchasing decisions; consumers’ post-purchasing evaluation, behaviour and choices; the mental amortisation of price; and the sunk cost effect on loyalty and switching.
Originality/value
The originality of this study lies in the comprehensive approach to the sunk cost effect from consumers’ perspectives. This review paper synthesises and discusses the research results found in the literature related to financial and behavioural sunk costs that can influence consumers’ decisions, judgements and behaviour before and after paying for a good or service.
期刊介绍:
■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide