How meteorological factors affect consumer behavior? The mechanism of meteo-marketing based on contextual marketing theory

doi:10.3724/SP.J.1042.2019.00191

Abstract

Abstract:

There is a growing body of literature investigating the significant impacts of meteorological factors on human behavior, ranging from individual emotion swings to the prosperity and decline of social economics. Based on contextual marketing theory, this study proposes the concept of meteo-marketing, which is particularly applicable for the era of big data. By identifying the meteorological factors that affect consumer’s psychology and behavior in the dynamic weather environment, this study proposes the influential mechanisms of the “meteorological factors-consumer psychology-consumption behavior” logical chain for further verification. The research mainly focuses on the three issues, i.e., the meteorological factors in contextual marketing, the impact of meteorological factors on consumer’s psychology and behavior and the interaction effect of meteorological factors and marketing strategies. Relevant research findings are expected to further extend and enrich the existing contextual marketing theory, and serve as a useful supplement to the discipline of environmental consumer psychology.

Key words: meteorological factors, contextual marketing, meteo-marketing

CLC Number:

B849: F713.55

LI Chenxi, YAO Tang. How meteorological factors affect consumer behavior? The mechanism of meteo-marketing based on contextual marketing theory[J]. Advances in Psychological Science, 2019, 27(2): 191-200.

Figures/Tables 5

References 37

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研究阶段	研究领域	研究内容		代表性研究	研究结论	现状及不足
第一阶段	情境营销	情境营销有效性		Kenny & Marshall, 2000; Luo & Seyedian, 2003	情境营销可以增加购买行为, 提高顾客忠诚度	二手数据进行相关性分析分析, 没有通过实验说明有效性
		情境因素影响	地理位置	Bargh & Chart, 1999; Ghose, Goldfarb, & Han, 2012	情境因素对消费行为有明显影响, 特别是对移动端消费	已探讨的影响因素较集中并有限, 忽略自然环境因素(如气象因素)这一重要情境因素的影响
			时间因素	Luo et al., 2013; Zubcsek, Katona, & Sarvary, 2015		已探讨的影响因素较集中并有限, 忽略自然环境因素(如气象因素)这一重要情境因素的影响
			拥挤程度	Andrews, Luo, Fang, & Ghose, 2015
第二阶段	气象因素影响	天气情况	晴天	Cunningham, 1979; Li, Luo, Zhang, & Wang, 2017	天气对于消费行为, 股票市场, 日常决策都有影响	天气是被探讨最多的气象因素, 但没有通过实验检验因果关系, 明确其影响; 仅考虑了实时天气的影响, 并未探讨动态天气差异/变化的影响
			雨天	Persson, Sundell, & Öhrvall, 2014; Li et al., 2017
			阴天	Simonsohn, 2010; Loughran & Schultz, 2004
		其他因素	气温	Zivin Hsiang, & Neidell, 2015; Conlin et al., 2007	气温对消费者行为也有影响	针对其他气象因素影响的研究较少
第三阶段	气象因素影响机制	情绪		Cunningham, 1979; Schwarz & Clore, 1983; Lambert et al., 2002; Hsiang et al., 2013	晴天/雨天通过情绪机制对消费者行为产生影响	现有研究提出了可能的影响机制, 但并未通过实验对其进行验证; 大多数研究从单一维度对天气情况可能的影响机制进行了分析, 但其他气象因素的综合影响机制仍不明确
		计划性偏差		Conlin et al., 2007; Busse et al., 2015; Buchheim & Kolaska, 2016	购买未来使用的产品时, 气象因素通过计划性偏差影响消费者决策
		风险		Bassi et al., 2013; Guven & Hoxha, 2015	天气情况会影响消费者风险容忍度

研究阶段	研究领域	研究内容		代表性研究	研究结论	现状及不足
第一阶段	情境营销	情境营销有效性		Kenny & Marshall, 2000; Luo & Seyedian, 2003	情境营销可以增加购买行为, 提高顾客忠诚度	二手数据进行相关性分析分析, 没有通过实验说明有效性
		情境因素影响	地理位置	Bargh & Chart, 1999; Ghose, Goldfarb, & Han, 2012	情境因素对消费行为有明显影响, 特别是对移动端消费	已探讨的影响因素较集中并有限, 忽略自然环境因素(如气象因素)这一重要情境因素的影响
			时间因素	Luo et al., 2013; Zubcsek, Katona, & Sarvary, 2015		已探讨的影响因素较集中并有限, 忽略自然环境因素(如气象因素)这一重要情境因素的影响
			拥挤程度	Andrews, Luo, Fang, & Ghose, 2015
第二阶段	气象因素影响	天气情况	晴天	Cunningham, 1979; Li, Luo, Zhang, & Wang, 2017	天气对于消费行为, 股票市场, 日常决策都有影响	天气是被探讨最多的气象因素, 但没有通过实验检验因果关系, 明确其影响; 仅考虑了实时天气的影响, 并未探讨动态天气差异/变化的影响
			雨天	Persson, Sundell, & Öhrvall, 2014; Li et al., 2017
			阴天	Simonsohn, 2010; Loughran & Schultz, 2004
		其他因素	气温	Zivin Hsiang, & Neidell, 2015; Conlin et al., 2007	气温对消费者行为也有影响	针对其他气象因素影响的研究较少
第三阶段	气象因素影响机制	情绪		Cunningham, 1979; Schwarz & Clore, 1983; Lambert et al., 2002; Hsiang et al., 2013	晴天/雨天通过情绪机制对消费者行为产生影响	现有研究提出了可能的影响机制, 但并未通过实验对其进行验证; 大多数研究从单一维度对天气情况可能的影响机制进行了分析, 但其他气象因素的综合影响机制仍不明确
		计划性偏差		Conlin et al., 2007; Busse et al., 2015; Buchheim & Kolaska, 2016	购买未来使用的产品时, 气象因素通过计划性偏差影响消费者决策
		风险		Bassi et al., 2013; Guven & Hoxha, 2015	天气情况会影响消费者风险容忍度

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