自我概念归因与炫耀性消费行为关系的实证研究  

Empirical Study on Relationship between Self-concept Attribution and Conspicuous Consumption Behavior

作　　者：戚译[1] 李文娟[1] 

机构地区：[1]浙江大学管理学院,杭州310058

出　　处：《技术经济》2009年第4期118-122,共5页Journal of Technology Economics

摘　　要：本文在回顾炫耀性消费相关理论的基础上,实证研究了两种自我概念归因即个人自我归因——享乐倾向和他人自我归因——公众性自我知觉以及参照群体对炫耀性消费的影响。结果表明,享乐倾向、公众性自我知觉、参照群体对炫耀性消费都有影响,且参照群体还对自我概念归因与炫耀性消费之间的关系具有调节作用。After reviewing the theory of conspicuous consumption,this paper focuses on the relationship between two types of self concept attri butions including hedonic tendency and public self-perception as well as reference group and conspicuous consumption behavior. The result shows that both individual-self attribution as hedonic tendency and social-self attribution as public self perception have positive influences on conspicuous consumption. Reference group not only has direct influence on conspicuous consumption,but also adjusts the relationship between self-con cept attribution and conspicuous consumption.

关 键 词：炫耀性消费 自我概念归因 参照群体影响 享乐倾向 公众性自我知觉 

分 类 号：F713.55[经济管理—市场营销] F224[经济管理—产业经济]