自我认同威胁对消费者地位产品选择的影响研究——基于权力距离信念的调节效应和地位需求的中介效应  

Effect of Self-identity Threat on Consumer's Choice of Status Product: Based on Moderation of Power Distance Belief and Mediation of Need for Status

作　　者：崔宏静 徐尉[2] 赵太阳[3] 王天新[4] Cui Hongjing;Xu Wei;Zhao Taiyan;Wang Ttanxin(Yatai School of Business Administration,Jilin University of Finance and Economics;Business School,Jilin University;School of Philosophy and Sociology,Jilin University;Urban Development Institute,Jilin Academy of Social Sciences)

机构地区：[1]吉林财经大学工商管理学院 [2]吉林大学商学院 [3]吉林大学哲学社会学院 [4]吉林省社会科学院城市发展研究所

出　　处：《南开管理评论》2018年第6期210-220,共11页Nankai Business Review

基　　金：国家自然科学基金项目(71602066;71702142;71872070)资助

摘　　要：本文以自我认同威胁为研究视角,关注权力距离信念在自我认同威胁与地位消费间的调节作用和地位需求的中介作用,先后设计三个实验对三者的关系进行检验。实验一证明,自我认同威胁能够导致包括地位产品和非地位产品的普遍性消费意愿的提高。实验二发现了在自我认同威胁情境下,高权力距离信念的消费者更加偏好高地位商品,这种情况在低权力距离信念的消费者身上不存在。实验三更换了被试群体和实验材料,再次验证了实验二的结论,同时证明自我认同威胁情境下,地位需求在高权力距离信念消费者地位产品选择中的有调节的中介作用。This research takes self-identity threat as the research per-spective,focuses on the moderating role of power distance and the mediating role of need for status in the relation of self-identity threat and status consumption.The research designs 3experiments,Experiment 1shows that self-identity threat can increase general consuming behavior.Taking status attribute of products as an example,self-iden- tity threat improves consumers'purchase intention of status products, it also improves consumers'willingness to purchase non-status prod-ucts.Both status and non-status products have the value and function of self-compensation.Experiment 2introduces power distance belief (PDB)as a moderator in the process of self-identity threat affecting the consumer's selection of status products.This work presents con- vergent evidence that,compared to the consumers with low-PDB, high-PDB consumers shows higher purchase intention to status products after experiencing self-identity threat.That is,for the high- PDB consumers,the symbolic value of status products can help them achieve the symbolic self-completion,while the non-status products are not valuable to them.Experiment 3reexamines the result of ex- periment 2 with different participants and different materials,and tests the moderated mediation of need for status in the choice of high distance participants.The result demonstrates that,in the condition of self-identity threat,high power distance consumers indicate a high need for status,which resulted in greater purchase intention for status products.While non-status products cannot meet consumer's need for status.Thus,high-PDB consumers will not buy non-status product. Importantly,this effect did not exist in the consuming behavior of low-PDB consumers.In addition to theoretical contributions,the current work also provides important practical applications to marketers. Results suggest that marketers may benefit from paying attention to the expression of the symbolic meaning of status product.With a high-PDB East Asian cultural

关 键 词：地位消费 自我认同威胁 权力距离信念 地位需求 

分 类 号：F713.55[经济管理—市场营销]