基于感官体验及跨感官交互的消费者决策机理研究

The essence of consumer decision-making process is considered as a startup process of the experiential purchasing button. Technological advancement and demand upgrading have brought about great changes in shopping mode, making consumers pay more attention to the shopping experience than ever before. How to stimulate consumption behavior by improving its consumption experience is a practical problem faced by enterprises in the new retail era. To this end, we urgently need to establish an experience-based consumption decision model to open the purchase button by improving the consumption experience. However, the existing research has only just begun, and there is a large number of unrevealed theoretical space. This project will combine the theories and methods from management science, consumer behavior and psychology, starting from the sensory experience of single modality, to the sensory interaction across multiple modalities, to fully disclose the effects of sensory experience and cross-modal interaction on consumer decision-making, and their underlying mechanisms. At the same time, the cognitive neuroscience method and technology are introduced to reveal the cognitive process and mechanism of how sensory experience affects consumer decision making at the micro level. On the basis of this, we try to construct a multi-sensory experience consumer decision model based on “Behavior-Psychology-Cognition”. The result of this project is expected to uncover the microscopic mechanism of consumer decision-making to improve and enrich the existing consumer decision theory, and lay the scientific foundation for the extension from behavioral level research to psychological and cognitive level research in the field of consumer decision-making.

消费者决策过程，其本质是一个基于体验的购买按钮启动过程。技术进步和需求升级带来了购物方式的巨大变革，使得消费者比以往任何时候都更加注重购物体验。如何以消费者为中心，通过提升其消费体验来激发消费行为，是新零售时代企业普遍面临的现实问题。为此，迫切需要建立基于体验的消费决策模型，通过提升消费体验来开启购买按钮。而现有研究才刚刚开始，尚存在大量未被揭示的理论空间。本项目将结合管理科学、消费者行为学、心理学、认知神经科学的理论、方法和技术，从单感官体验出发，递进至跨感官交互，全面揭示感官体验及跨感官交互对消费者决策的作用机制；同时，从微观层面揭示感官体验作用于消费者决策的认知过程和机理；在此基础上，尝试构建基于“行为-心理-认知”的多感官体验消费者决策模型。本项目成果，可望揭示消费者决策过程的微观机理，丰富和完善现有消费者决策理论，为消费者决策研究从行为层面扩展至心理和认知层面奠定科学基础。

数字经济极大改善了购物的多样性和便利性，消费者比以往任何时候都更加注重购物体验。如何通过感官及跨感官交互来为消费者提供全新购物体验和服务，使其感受多感官的身心愉悦，满足多元化个性化需求，是企业普遍关注的新的重大现实问题，迫切需要从理论层面来拓展以往研究的广度和深度，全面探究感官体验对消费决策的作用机制并构建新理论来更好指导企业实践。.基于此，本项目展开三大主题的研究。1）综合使用问卷调查法、实验室实验、现场实验，从不同感官通路的多个维度对消费者认知及其决策行为产生进行了深入探究。揭示了视觉的颜色维度，字体形状等，触觉的温度感知等如何在消费者决策的不同阶段对消费者产生不同的影响，揭示了不同感官通路刺激对消费者决策行为的作用机制；2）深入探究了跨感官交互刺激对消费者决策的认知机理，从“视觉-听觉”， “视觉-嗅觉”，“视觉-味觉”，“听觉-视觉-味觉”等角度综合行为和神经生理数据，基于情绪、注意力分配、社会比较等解析了跨感官交互对消费决策作用的认知机理；3）建立了基于感官体验及多感官交互的消费者决策模型；找到了对应的生理和神经数据来预测消费者决策行为；构建了短视频中不同情绪的多感官刺激影响社交媒体参与的决策模型。.综上所述，本研究从自我报告，行为选择，认知加工，神经数据系统分析了感官刺激对于消费者决策行为的影响机制，揭示了跨感官刺激交互对消费者决策作用的微观认知机理。并通过田野实验、大数据分析、机器学习等方法构建了若干场景的“感官+跨感官-消费者决策”模型。本项目成果是对跨感官消费决策机理及理论研究的有益补充，同时也为未来建立更加完善的消费决策模型奠定了理论基础。本项目成果可以为品牌提升和广告传播提供理论指导，同时也可以用于指导优化产品设计满足消费者需求的实践，本研究所建立的基于多感官体验的消费者决策模型，能够为企业优化数字化营销手段，提高营销场所中的多感官刺激配置起到理论指导作用。

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