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90为了应对变化的营销环境、提升市场竞争力，企业不断推出升级产品。与此同时，为了更好地满足自身需求，消费者不断进行产品升级。尽管产品升级现象非常普遍，也引发了一些学术上的探讨，但是现有研究缺乏对消费者视角产品升级相关文献的系统梳理与整合。鉴于此，本文首先在概念层面厘清了升级产品与消费者产品升级的关系；其次从利益成本权衡、心理账户、比较忽视和自我品牌联系四个方面阐述了消费者视角产品升级的理论基础；接着将消费者视角产品升级相关研究概括为三个研究主题：消费者对升级产品的价值判断，消费者产品升级的影响因素，升级产品对消费者的影响效应；最后指出了升级产品价值判断、消费者产品升级影响因素、消费者产品升级结果效应以及升级产品对消费者的影响效应四个方面的未来研究方向。本文为消费者视角产品升级后续研究提供了较为全面的理论借鉴，也为企业制定升级产品策略提供了参考依据。
消费者视角的产品升级：研究述评与展望
摘要
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引用本文
吴波, 孙艳欣, 龙如银. 消费者视角的产品升级：研究述评与展望[J]. 外国经济与管理, 2025, 47(3): 101-118.
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