中国情境下权力对炫耀性产品购买意愿的影响:面子意识的中介效应  

The Impact of Power on Conspicuous Consumption under the Circumstances of China: The Mediating Effect of Face Consciousness

作　　者：杜伟宇[1] 许伟清[1] 

机构地区：[1]华东理工大学商学院

出　　处：《南开管理评论》2014年第5期83-90,共8页Nankai Business Review

基　　金：上海市哲学社会科学规划课题(2011BGL004);2012年上海市浦江人才计划资助

摘　　要：权力是社会科学长期研究的重要课题,但其对消费行为影响的实证研究还较有限。本文拟以权力为自变量,以炫耀性/实用性产品的购买意愿为因变量,探讨中国情境下权力对炫耀性产品购买意愿的影响。实验结果表明,启动高权力的被试更愿意购买炫耀性产品;面子意识在权力与炫耀性产品购买意愿之间起到中介作用。Power is an important topic that has long history in social science research. With the development of social cognition psychology, power as a psychological state can be primed immediately, and activate the concept and behavioral tendency on power. Thus, power may have an effect on consumer choice. Nowadays, the research of power is gradually rising in the field of consumer behavior, but its application is still limited. This article focuses on the relationship of power and consumer behavior under the circumstances of China, and we tested if power as the independent variable has a different effect on purchase intension of luxury or utilitarian products. In addition, we further examine the mechanism as a mediator of face consciousness.We conducted two studies to test our assumptions. In the first study, we examined the effect of power on consumers＇ luxury or utilitarian products preferences. Two hundred forty undergraduates were randomly assigned to 3（power： low, high, baseline） × 2（product： luxury, utilitarian） between participates design. 34 students didn＇t complete the study, so we got 206 effective questionnaires. Participants first completed the power manipulation（episodic prime using by Galinsky et al., 2003）, then followed by a task portrayed as studying consumer＇s evaluations of advertising. The result of study 1 demonstrated that compared to low-power and baseline participants, the high power participants were more like luxury products, but there was no difference between the low-power and baseline conditions. For utilitarian products, there was no significant difference among the three conditions. The purpose of study 2 was to examine the mediating role of face consciousness. We changed product category and power manipulation to enhance external validity. 130 MBA students participated in this study for a special gift each. We removed data from 18 participants who didn＇t complete this study. The result of study 2 showed that face consciousness played a mediating role in the effect

关 键 词：权力 炫耀性消费 面子意识 中国情境 

分 类 号：C912.6[经济管理] F713.55[社会学]