社会排斥对地位消费行为倾向的影响

情境因素会导致消费者心理状态发生变化,对他们后续消费行为产生影响。基于自我肯定理论,本文探讨了社会排斥这一情境因素对消费者地位消费行为倾向的影响机理,认为消费者需要借助地位消费行为带来的自我肯定效用,以提升由社会排斥导致的自我价值感知威胁而诱发的自尊感知下降。以MBA、公司员工、在校本科生为被试,通过四项实验研究,本文发现,社会排斥能对消费者的地位消费行为倾向产生促进作用;此促进作用通过自我价值感知和自尊感知的链式中介效应传导;遭遇社会排斥后,若获得其他途径的自我肯定机会,则此促进作用会减弱。

Study on the Influence of Social Exclusion on Consumption Tendency of Status Consumption

People often encounter social exclusion in their daily lives.For social creatures,humans rely on other people's acceptance and support to obtain the necessary conditions for survival.So,social exclusion have an important impact on consumer psychology and behavior.Although existing research has found the important influence of social exclusion on the consumer's conspicuous consumption attitude,it has not yet revealed the important influence of social exclusion on consumer status product consumption tendency.Based on the theory of self-affirmation,he current research holds that social exclusion makes consumers fell low self-value and then lead them fell low self-esteem,so they need to use the self-affirmation function of high-status product consumption to slow down the self-esteem threatens perception caused by social exclusion and obtain psychological comfort.So we propose the following three hypothesis:Hypothesis 1:Social exclusion can promote consumers inclination of status consumption,and it is mediated by consumers self-worth perception;Hypothesis 2:Social exclusion mediates consumers status consumption behavior through the chain of self-worth perception and self-esteem perception;Hypothesis 3:The availability of opportunities for self-affirmation plays a moderator role in the influence of social exclusion on the inclination of status goods.In order to verify the hypothesis above,four experimental studies have been carried out in this research.Experimental study 1 is an inter-group experimental design of 3(social exclusion manipulation:social exclusion Vs.social acceptance Vs.control group)×2(product presentation:status product Vs.general product).113 MBA students participated in the experiment and were randomly assigned to six experimental scenarios.Data analysis shows that social exclusion has a significant impact on consumer status product tendency.Experimental study 2 is a mixed experimental design of 2(social exclusion manipulation:social exclusion Vs.social acceptance)×2(product presentation:status product Vs.general product).142 company employees participated in the experiment and were randomly assigned to two experimental situations.Data analysis shows that social exclusion affects the consumer's tendency to consume products through the mediator of the decline of the consumer's perception of self-value perception.Experiment 3 is a mixed experimental design of 2(social exclusion manipulation:social exclusion Vs.social acceptance)×2(product presentation:status product Vs.general product).269 college students participated in the experiment and were randomly assigned to four experimental scenarios.Data analysis shows that Social exclusion mediates consumers status consumption behavior through the chain of self-worth perception and self-esteem perception.Experiment 4 is an inter-group experimental design of 2(opportunities for self affirmation:with opportunities for self affirmation vs.without opportunities for self affirmation)x 2(product display:status products vs.ordinary products).Ninety four MBA students participated in the experiment and were randomly assigned to four experimental scenarios.Data analysis shows that Self affirmation opportunity plays a moderating role in the influence of social exclusion on status consumption behavior tendency.The theoretical contribution of this study is mainly reflected in the combination of the self affirmation theory and the existing social exclusion research,which finds out the mechanism of the influence of social exclusion on consumers status consumption behavior tendency,which not only enriches the research of social exclusion and consumption behavior,expands the application scope of self affirmation theory,but also verifies the existence of compensatory consumption behavior in the field of social exclusion once again.It provide theoretical reference and practical guidance for precision marketing of high-end products enterprises.