自我认同对地位消费行为意愿的双路径影响机制研究  

Research on the Formation Mechanism of Self Identity's Dual-Path Effects on Status Consumption Behavior Intention

作　　者：崔宏静[1] 金晓彤[2] 赵太阳[2] 王天新[3] 

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]吉林省社会科学院城市发展研究所

出　　处：《管理学报》2016年第7期1028-1037,共10页Chinese Journal of Management

基　　金：教育部哲学社会科学研究资助重大课题攻关项目(12JZD028);吉林大学基本科研业务费资助项目(2015QY021)

摘　　要：以自我认同为研究视角,关注自我认同提升和自我认同威胁两种情境,检验自我认同提升和自我认同威胁影响地位消费的内在作用机制。先后设计了4个实验,对自我认同与地位消费间的关系进行检验。实验一发现自我认同提升和自我认同威胁均对地位消费具有正向的影响。实验二证明了自我认同提升通过维持性自我赠礼动机影响地位消费。实验三证明了自我认同威胁通过补偿性自我赠礼动机影响地位消费。实验四更换了被试群体和实验材料,对前3个结论进行了再验证。This research takes self-identity as the research perspective,divides the situations of status consumption into self-identity promotion and threat,and tests the effects of self-identity promotion and self-identity threat on status consumption.Four experiments are designed in this study,Experiment 1shows that both self-identity promotion and self-identity threat have positive effect to status consumption.Experiment 2shows that self-identity promotion affects status consumption through the mediation of sustaining self-gift motivation.Experiment 3shows that self-identity threat affects status consumption through the mediation of compensatory self-gift motivation.Experiment 4reexamines the result with different participants and different materials.

关 键 词：地位消费行为意愿 自我认同提升 自我认同威胁 维持性自我赠礼动机 补偿性自我赠礼动机 

分 类 号：C93[经济管理—管理学]