Current marketing philosophy is value-oriented, whereas marketing theory explaining value from the consumer perspective is limited. The theory of consumption value (TCV) is a marketing theory that provides insight into the motivation for consumers' consumption behaviour through consumption values. Although it offers theoretical explanations about consumer behaviour on a large scale, there is no single article in the literature providing comprehensive and integrated knowledge of TCV and a future research agenda based on a systematic literature review. The main aims of this paper are to present integrated knowledge and provide propositions for future research. This review research covers peer-reviewed journal articles that used this theory and were published between 1991 and 2020. The major findings in the review demonstrate that this theory has remained up to date in the consumer behaviour literature, has been dynamic and has been comprehensively used to explain choice behaviour. Thus, further understanding has been provided for consumer behaviour related to drivers of consumption, although some issues require further examination. Directions for future research are developed in more detail to encourage and advance the understanding of value through TCV.

中文翻译：

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消费者行为研究中的消费价值理论：回顾与未来研究议程

当前的营销理念是以价值为导向的，而从消费者角度解释价值的营销理论是有限的。消费价值理论（TCV）是一种通过消费价值洞察消费者消费行为动机的营销理论。虽然它提供了大规模消费者行为的理论解释，但文献中没有一篇文章提供全面和综合的 TCV 知识以及基于系统文献综述的未来研究议程。本文的主要目的是展示综合知识并为未来的研究提供建议。本综述研究涵盖了使用该理论并于 1991 年至 2020 年间发表的同行评审期刊文章。评论中的主要发现表明，该理论在消费者行为文献中一直是最新的，一直是动态的，并已被全面用于解释选择行为。因此，对与消费驱动因素相关的消费者行为提供了进一步的理解，尽管有些问题需要进一步研究。更详细地制定了未来研究的方向，以鼓励和促进通过 TCV 理解价值。