自我概念受威胁对体验消费与实物消费的影响  

The Effect of Self-concept Threatened by Experience Consumption and Physical Consumption

作　　者：段梦[1] 周颖[1] 吕巍[1] 金振宇[1] DUAN Meng;ZHOU Ying;L YU Wei;YIN Zhenyu(Antai College of Economics and Management,Shanghai Jiao Tong University,Shanghai 200030,China)

机构地区：[1]上海交通大学安泰经济与管理学院,上海200030

出　　处：《上海管理科学》2018年第5期71-75,共5页Shanghai Management Science

基　　金：国家自然科学基金项目"聚焦价格还是关注信息:感知价格不公平情境下文化消费产品的质量推断"(71372105)

摘　　要：通过两个实验,研究消费者在自尊威胁、控制感缺失、社会排斥等不同情境下的补偿性消费行为,并引入朋友圈分享作为调节变量。实验结果显示:(1)当自我概念受威胁时,个体体验消费购买意愿降低,其中控制感缺失组最低;(2)朋友圈分享显著提升消费者在自我概念受威胁时对体验消费的购买意愿。The study investigates the compensatory consumer behavior in different situations,such as selfesteem threat,lack of control and social exclusion.And the study also tests the moderating effect of sharing on Moments.The experimental results show that：（1）When the self-concept is threatened,the willingness of experiential purchasing will be reduced,among which the lack of control group will be the lowest.（2）sharing on Moments significantly enhance consumers＇ willingness to purchase experiential consumption under threat of self-concept.

关 键 词：补偿性消费 实物消费 体验消费 朋友圈分享 

分 类 号：F27[经济管理—企业管理]