基于SMC的炫耀性消费行为影响因素实证研究

作为一种日益普遍的消费行为,炫耀性消费的形成机理至今尚未明确。作者在已有研究基础上提出一个基于商品象征意义、参照群体影响和地位消费的炫耀性消费行为前置影响因素模型,并通过实证分析我国消费者对高档名牌商品的消费观念和态度以检验此模型的有效性。研究结果表明:商品的象征意义对炫耀性消费和地位消费有显著正影响;参照群体的影响对炫耀性消费的作用不显著,但对地位消费有显著影响;此外,地位消费显著影响炫耀性消费。

An Empirical Research on the Influencing Factors of Conspicuous Consumption Based on Symbolic Meanings of Commodities

As a kind of increasingly prevalent consuming behavior,the underlying mechanism of conspicuous consumption has not been determined.On the basis of previous researches,the author develops a model about the preceding influencing factors of conspicuous consumption based on the symbolic meanings of commodities,reference group influence,and status consumption,and tests the validity of this model through an empirical analysis of the ideas and attitudes of the consumers of our country toward the top grade and name brand commodities.The results show that the symbolic meanings of commodities have obviously positive influence on both conspicuous consumption and status consumption;reference group influence has no notable effect on conspicuous consumption but has notable effect on status consumption;in addition,status consumption influences conspicuous consumption notably.