中文摘要：

多样化寻求行为作为一种常见的消费者选择策略直接影响了企业的经营绩效,因而引起探索性购买相关领域学者的广泛关注。本文通过对心理学、市场营销学有关文献的梳理,首先介绍了多样化寻求行为的定义及形成机理,然后对多样化寻求行为的影响因素做了重点分析,接下来介绍了多样化寻求行为在研究中的测量方法,最后讨论了现有研究的不足以及未来可能的研究方向。

英文摘要：

Variety-seeking as a frequently used strategy of consumer choice is a crucial topic of business management, which also has generated considerable interests in studies of exploring purchasing behavior. Based on a review of related psychology and marketing literatures, this paper fi rst introduces the concept and mechanism of variety seeking behavior, and then analyzes factors influencing variety-seeking behavior in details. Next, it introduces research methods used in literatures. Finally, it discusses the shortcomings of current research and possible directions in future research.