社交情境对体验型消费参与兴趣的影响研究  

The Influence of Social Context on the Engagement Interest in Experiential Purchase

作　　者：李倩倩[1] 范雅雯 宋文静 Li Qianqian;Fan Yawen;Song Wenjing(Management School,Shanghai University;Business School,Nanjing University)

机构地区：[1]上海大学管理学院 [2]南京大学商学院

出　　处：《南开管理评论》2021年第3期4-15,I0002,I0003,共14页Nankai Business Review

基　　金：上海市社科规划一般课题(2020BGL021);国家自然科学基金项目(71840008);浙江省社科规划项目(21NDJC087YB)资助。

摘　　要：相比物质型消费,体验型消费能带给消费者更高的幸福感,主要原因在于体验型消费的社会化本质有利于分享和社会交往。然而,忙碌的高压生活和社交网络的迅速发展使得现实的社交联结受到制约,此时独自参与的体验型消费就不再表现出显著的享乐优势。本文进一步聚焦公开—享乐性的体验型消费,通过两个实验设计探究社交情境(独自vs.结伴)对消费者参与兴趣和预期享受程度的影响机制。研究发现,社交情境影响消费者的参与兴趣和预期享受程度,社交领域下的状态自尊在其中起部分中介作用。同时,社交情境对参与兴趣和预期享受程度的影响受到消费者自我构念和心理距离的三阶调节:首先,自我构念显著调节社交情境对参与兴趣、预期享受程度及状态自尊的影响,依赖型自我构念会增强上述影响。其次,心理距离制约依赖型自我构念对具体情境信息的感知,从而减弱自我构念的调节效应。研究结果从心理认知和人格特质出发,揭示了社交情境影响参与兴趣和预期享受程度的过程机制,对理解个体消费者的体验型消费决策差异有重要的启示意义,同时拓展了享乐消费领域的研究成果。Experiential purchases have higher involvement of others and conversational value,and hence contribute more to successful sharing and social relationships,which helps to explain why they offer consumers with greater happiness than material purchases.However,there is a restricted social connection in reality due to busy life and rapid development of social network.As a result,ex­periential purchases no longer show significant hedonic advantages when consumers are engaged in these activities alone.However,is it a truth that people would not be so happy when engaging alone in experiential activities?Or,is this perception just an illusion caused by overestimation of a company’s positive role on our happiness?Actually,we may be much happier than we thought when we take a brave step to enjoy by ourselves.Further,are there any individu­al differences for people’s anticipated enjoyment and engagement interest when facing a situation to participate in a hedonic activity alone?To examine these questions,this study focuses on public-hedonic experiential purchases and conducts two situational simulated ex­periments to explore the influencing mechanism of social context(alone vs.with a company)on consumers’engagement interest and anticipated enjoyment.The results reveal that social context does have influences on consumers’engagement interest and anticipated enjoyment,and state that self-esteem plays a partial mediating role in this main effect.Besides,consumers’self-construal moderates the relationships between social context and engagement interest,anticipated enjoyment and state self-esteem,and interdependent self-construal enhance those relationships.Furthermore,psycholog­ical distance restricts the acquisition of specific situational informa­tion by interdependent self-construal,thus weakening the moderat­ing effect of self-construct.In conclusion,from the perspective of psychological cognition and personality traits,this study reveals the process mechanism of social context influencing consumers’engage

关 键 词：体验型消费 社交情境 状态自尊 自我构念 心理距离 

分 类 号：C912.3[经济管理] F713.55[社会学]