Purpose

The purpose of this study is to clarify the findings and criticisms in the extant literature concerning the theory of consumption values (TCV) by conducting a meta-analysis to (1) examine the extent to which consumption values influence consumer behavior and (2) to explore contextual and methodological factors that may account for between-study variance in the focal relationship.

Design/methodology/approach

The study employs a random-effects model and psychometric meta-analysis approach to examine 82 studies with 297 effect sizes in 34 countries between 1991 and 2022, inclusive.

Findings

Results reveal that consumption values have a positive significant and moderate effect on consumer behavior. Moreover, emotional value is the most influential predictor of consumer behavior, while social value is the weakest. Furthermore, the study's findings show that some contextual and methodological factors moderate the relationship between consumption values and consumer behavior.

Practical implications

The findings highlight that managers can work on consumption values to prompt positive consumer responses like attitude, intention, satisfaction and overall value perception. However, managers must consider that the relevance of the consumption values depends significantly on the outcome variable and the context, which calls for a tailored-made marketing strategy to appeal to consumers' diverse needs and wants.

Originality/value

Besides providing empirical evidence of the broad validity of the TCV, this study is the first meta-analytic review of the TCV, which integrates several insights to provide valuable research directions for future researchers and insightful implications for practitioners.

中文翻译：

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消费价值观对消费者行为的影响：荟萃分析

目的

本研究的目的是通过进行荟萃分析来澄清现有文献中有关消费价值观（TCV）的研究结果和批评，以（1）检查消费价值观影响消费者行为的程度，以及（2）探索可能解释研究间焦点关系差异的背景和方法因素。

设计/方法论/途径

该研究采用随机效应模型和心理测量荟萃分析方法，对 1991 年至 2022 年（含）期间 34 个国家的 82 项研究进行了 297 个效应量的检验。

发现

结果表明，消费价值观对消费者行为具有显着正向影响和适度影响。此外，情感价值是消费者行为最有影响力的预测因素，而社会价值是最弱的。此外，研究结果表明，一些背景和方法因素调节了消费价值观和消费者行为之间的关系。

实际影响

研究结果强调，管理者可以致力于消费价值观，以促使消费者做出积极的反应，如态度、意图、满意度和整体价值感知。然而，管理者必须考虑到消费价值观的相关性在很大程度上取决于结果变量和背景，这就需要量身定制的营销策略来满足消费者的不同需求和愿望。

原创性/价值

除了提供 TCV 广泛有效性的实证证据外，这项研究还是 TCV 的首次荟萃分析综述，它整合了多种见解，为未来的研究人员提供有价值的研究方向，并为从业者提供富有洞察力的启示。