The Generation，Motivation and Development of Consumer Variety-seeking Behavior

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责任编辑：方程

（Central University of Finance and Economics，Beijing 100081，China）

Abstract：Satisfying curiosity，seeking excitement and pursuing rich life is the instinct and nature of human，the resulting variety-seeking behavior is increasingly becoming an important driving force for social development and product innovation. The early research believes that motivation of consumer variety- seeking behavior comes from the utility brought by the product of variety purchasing (i.e. the derived motivation)，and utility of the variety- seeking behavior itself (i.e. the original motivation). With industry iterations and consumption upgrades， consumers' decision- making basis for product selection changes significantly，and the driving effect of product functional attributes on variety- seeking behavior is gradually being replaced by social attributes. Compared with intrinsic motivation，the driving of consumer behavior by social motivation is more in line with the consumption characteristics of the current era. In terms of the theory of variety- seeking behavior，the theory of optimal stimulation level model，dynamic attribute satiation model，and social motivation driven theory can all provide consumer varietyseeking behavior with theoretical support. And among these theories，the social motivation driven theory explains consumer variety-seeking behavior from such three levels as cultural values，social groups，and individual social identity，and preliminary forms a theoretical framework of consumer variety-seeking behavior driven by social motivation. Future research should explore the specific content and action mode of social motivation，analyze the influencing factors of this motivation，carry out research on the role of scenario factors in consumer emotional or irrational purchasing behavior，and also provides companies' marketing decision-making，such as product design，market positioning，and advertisement，with theoretical guidance，which will also help China’s enterprises to fully understand the motivation of consumer variety-seeking behavior and develop more suitable products.

Key words：variety-seeking behavior；social motivation；optimal stimulation level；dynamic attribute satiation