调节聚焦导向对消费者炫耀性消费倾向的影响研究  

Impact of Consumers’ Regulatory Focus on Their Conspicuous Consumption Tendency

作　　者：高英[1] 霍春辉[2] GAO Ying HUO Chunhui(Sun Wah International Business School, Liaoning University, Shenyang 110136, China Business School, Liaoning University, Shenyang 110136, China)

机构地区：[1]辽宁大学新华国际商学院,辽宁沈阳110136 [2]辽宁大学商学院,辽宁沈阳110136

出　　处：《辽宁大学学报（哲学社会科学版）》2016年第5期109-116,共8页Journal of Liaoning University(Philosophy and Social Sciences Edition)

基　　金：国家社会科学基金青年项目(13CGL045);教育部人文社会科学青年基金项目(13YJC630035);辽宁省教育厅人文社科研究项目(W2015181)

摘　　要：人们在维护价值观和信念以及追求目标的过程中,存在促进型和预防型两种调节导向。促进型聚焦的人专注于希望和成就,期望通过努力有更多收获;预防型聚焦的人则专注于安全,期望通过遵守准则和规定而不发生损失。本研究探讨了调节聚焦导向对消费者炫耀性消费决策的影响。通过一项调查和一项实验,研究发现:促进型聚焦导向的消费者表现出更强的炫耀性消费倾向,对炫耀性商品也表现出更强的偏好;研究进一步揭示,促进型聚焦导向通过"想要面子"和物质主义的中介作用,对炫耀性消费倾向产生正向影响。此外,虽然预防型聚焦导向的个体更"怕丢面子",但并未对炫耀性商品表现出更强的偏好;这与预防型聚焦导向的个体担心因炫耀性消费而招致损失的逻辑相符。最后讨论了研究的理论贡献和实践启示。Based on a survey and an experiment investigating the effects and mechanism of the two regulatory focuses on consumers＇ conspicuous consumption tendency （CCT）, the article indicates that promotion focus orientation has positive effect on CCT and that promotion focus subjects have stronger preference for conspicuous products than prevention focus participants（study 1 and 2）. Further, materialism（study 1 ）and the desire for face saving （study 1 and 2）have significant mediate effect on participants＇ CCT in promotion focus orientation. In addition, while prevention focus is positively associated with fear of losing face, it does not in- crease subjects＇ preference for conspicuous products. Finally, theoretical contributions and implications are discussed.

关 键 词：调节聚焦 面子意识 物质主义 炫耀性消费倾向 

分 类 号：F713.50[经济管理—市场营销]