消费者猜疑的影响:回顾与未来研究议程

IF 2.7 Q2 BUSINESS
Artemis Panigyraki, Athanasios Polyportis
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引用次数: 0

摘要

目的 本研究的目的是确定猜疑的影响以及知识差距,尤其是在非人际交往背景下。本研究旨在为今后的研究提出一个强有力的框架。设计/方法/途径基于对文献的集中回顾,本研究综合了人际和非人际背景下怀疑的影响,以揭示其对消费者行为的重要性。研究结果确定了怀疑对认知、情感和行为的影响。此外,研究还发现了一个明显的不平衡现象,即研究重点主要集中在人际消费环境上,而对于消费者如何在非人际交往中驾驭和感知猜疑的理解则存在很大的空白。尤其是在复杂的品牌相互关系和数字接触点占主导地位的时代,这一课题显得尤为重要。此外,在大量研究中,对 "猜疑 "概念的操作似乎并不理想,这表明需要对其动态性质进行改进。在这方面,本综述为推动上述领域的研究提供了具有洞察力的方向。研究局限性/影响对实证文章研究结果的综述并未关注不同文化或地区消费者疑虑的差异。此外,怀疑的动态性质和消费者行为的不断变化意味着研究结果和影响可能需要定期重新评估,以保持相关性。此外,本综述并未深入探讨所研究的方法多样性。通过了解这些细微差别,企业可以量身定制策略来减少猜疑并优化消费者关系。原创性/价值通过综合猜疑的影响并为未来研究提供途径,本研究为消费者行为文献做出了重大贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Effects of consumer suspicion: a review and agenda for future research

Purpose

The objective is to identify the effects of suspicion as well as knowledge gaps, especially in noninterpersonal contexts. This study aims to propose a robust framework for future research. The overarching goal is to foster a comprehensive understanding of consumer suspicion, its implications and its potential avenues in the ever-evolving field of consumer behavior.

Design/methodology/approach

Based on a focused review of the literature, this study synthesizes the effects of suspicion in interpersonal and noninterpersonal contexts to unveil its importance for consumer behavior.

Findings

The cognitive, affective and behavioral effects of suspicion are identified. Furthermore, a discernible imbalance is observed, as the predominant focus on interpersonal consumer contexts leaves a significant gap in the comprehension of how consumers navigate and perceive suspicion in noninterpersonal interactions. This topic is important especially in an era dominated by complex brand interrelationships and digital touchpoints. Also, the operationalization of the suspicion construct in a plethora of studies seems to be suboptimal, suggesting a need for improvements with respect to its dynamic nature. In this regard, this review provides insightful directions to advance research in the abovementioned domains.

Research limitations/implications

The synthesis of the findings of the empirical articles did not focus on variations in consumer suspicion across different cultures or regions. In addition, the dynamic nature of suspicion and the evolving landscape of consumer behavior mean that findings and implications may require periodic reassessment to maintain relevance. Also, this review did not delve into the methodological diversities across the studies examined.

Practical implications

This review offers marketers and businesses critical insights into the consumer suspicion dynamics. By understanding these nuances, companies can tailor strategies to mitigate suspicion and optimize consumer relationships.

Originality/value

Through synthesizing the effects of suspicion and providing avenues for future research, this study significantly contributes to consumer behavior literature.

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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
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
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