时间导向的概念内涵及营销学术研究评析与前瞻

发布时间：2018-01-21 23:07

  本文关键词： 时间导向 过去导向 现在导向 未来导向 长期导向 短期导向　出处：《外国经济与管理》2017年05期 　论文类型：期刊论文

【摘要】：时间导向是个体对时间的过去、现在或未来的心理倾向性感知表现,对个体的诸多行为和态度有着潜移默化的影响。但目前消费者研究领域对时间导向概念的内涵界定存在分歧,还存在众多相关概念混淆使用的现象,国内营销学术界对时间导向的探讨和应用也相对不足。鉴于此,本文重点阐述了时间导向概念的内涵及与相近概念的异同,并依次从人格特质视角、发展性视角、情境性视角、框架视角、跨文化视角五个理论视角回顾了相关学术研究的进展,梳理了主要的研究脉络及研究发现。本文最后结合实际营销案例剖析了时间导向研究对于营销管理实践的借鉴意义,并对时间导向在营销领域的未来研究方向进行了展望,以期抛砖引玉,促进国内该领域研究的发展。
[Abstract]:Time orientation is an individual's perception of the past, present or future of time. It has a subtle influence on individual behavior and attitude. However, there are differences in the definition of time-oriented concept in the field of consumer research at present, and there are many phenomena of confusion in the use of related concepts. In view of this, this paper focuses on the connotation of the concept of time orientation and the similarities and differences between the concept and similar concepts, and in turn from the perspective of personality characteristics. Development perspective, situational perspective, frame perspective, cross-cultural perspective of five theoretical perspectives reviewed the progress of relevant academic research. Combing the main research context and research findings. Finally, combined with the actual marketing case analysis of the time-oriented research for marketing management practice reference. The future research direction of time orientation in marketing field is prospected in order to promote the development of domestic research in this field.
【作者单位】： 中山大学管理学院;
【基金】：国家自然科学基金面上项目(71572207)
【分类号】：F713.5
【正文快照】： 一、引言“逝者如斯夫,不舍昼夜”,这是两千多年前著名的大思想家、大教育家孔子的名言,足以说明时间在人类世界中亘古至今的影响力。的确,时间从个体出生之日起便伴其终生,我们的一言一行无不刻着时间的烙印。尽管从物理上讲,时间只是物质运动的持续性和顺序性体验,但人们对，

本文编号：1452807