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1253社交焦虑是个体在社交情境中因被审视或者可能面临负面评价而产生的一种非理性恐惧和社交回避状态。社交焦虑已成为一种较普遍的焦虑心理，但现有研究在社交焦虑如何影响消费行为方面缺乏系统梳理和总结。为此，本文首先厘清了社交焦虑的概念，总结了测量与操纵社交焦虑的方法；其次，应用社交焦虑的认知行为模型、印象管理理论和自我调节理论，分别从认知机制、印象管理策略视角和自我调节资源视角剖析了社交焦虑影响不同消费行为的理论机制；再次，按照社交焦虑消费者采取的印象管理策略和是否拥有自我调节资源，将社交焦虑对消费行为的影响分为获得性消费、防御性消费和非理性消费三类，并进一步指出了社交焦虑影响不同消费行为的调节因素；最后，构建了社交焦虑影响消费行为的研究框架，并提出了探讨不同类别社交焦虑对消费行为的影响以及丰富社交焦虑影响获得性消费行为的研究等未来研究方向。本文有助于理解社交焦虑影响消费行为的机制，并为企业针对不同水平社交焦虑消费者制定营销策略提供了参考。
社交焦虑对消费行为的影响：研究述评与展望
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曹菲, 王雨欣, 吴波. 社交焦虑对消费行为的影响：研究述评与展望[J]. 外国经济与管理, 2025, 47(5): 100-117.
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