自我认同对放纵消费的影响研究  

Research on the Influence of Self-identity on Indulgent Consumption

作　　者：车诚[1] 赵良艳 CHE Cheng;ZHAO Liangyan(School of Economics and Management, China University of Petroleum (East China), Qingdao, Shandong 266580, China)

机构地区：[1]中国石油大学(华东)经济管理学院,山东青岛266580

出　　处：《中国石油大学学报（社会科学版）》2022年第1期82-92,共11页Journal of China University of Petroleum (Edition of Social Sciences)

基　　金：山东省重点研发计划(软科学项目)(2020RKX28013);青岛市社会科学规划研究项目(QDSKL2101039)。

摘　　要：以自我认同为研究视角,探讨自我认同提升和自我认同威胁两种情境对消费者放纵消费的作用机制,关注情绪的中介作用及他人在场的调节作用,并设计两个实验对四者关系进行检验。实验一验证了自我认同对放纵消费的主效应,自我认同提升负向影响放纵消费,自我认同威胁正向影响放纵消费。实验二为中介效应提供支持,证明了自我认同提升和威胁分别通过产生积极或消极情绪对放纵消费产生影响。同时,实验二也验证了他人在场的调节作用,与无他人在场相比,有他人在场强化了自我认同的两种情境与情绪和放纵消费之间的效应。研究结果构建了放纵消费影响因素的基本框架,丰富了对放纵消费的研究,同时,着眼于应对性消费视角,研究自我认同的两种不同情境对消费行为的影响,拓宽了自我认同的研究视野。最后,为企业提出相应的营销建议:一是要重视放纵产品的情感性附加价值;二是要巧用他人在场对放纵消费行为的促进作用。From the perspective of self-identity,this paper discusses the mechanism of self-identity promotion and self-identity threat on consumers'indulgence,focusing on the mediating effect of emotion and the moderating effect of the presence of others.Two experiments are designed to test the relationship between the four aspects.Experiment 1 verifies the main effect of self-identity on indulgence.Self-identity promotion negatively affects indulgence,while self-identity threat positively affects indulgence.Experiment 2 provides support for mediation effect and proves that self-identity promotion and threat have an impact on indulgence consumption by generating positive or negative emotions respectively.At the same time,Experiment 2 also verifies the moderating effect of the presence of others.Compared with the absence of others,the presence of others strengthens the effects between the two situations of self-identity and emotion and indulgence of consumption.The research results build a basic framework of influencing factors of indulgent consumption,which enriches the research on indulgent consumption.At the same time,from the perspective of coping consumption,it studies the influence of consumer behavior in two different situations of self-identity and broadens the research horizon of self-identity.Finally,it puts forward corresponding marketing suggestions for enterprises.

关 键 词：自我认同提升 自我认同威胁 消费 他人在场 情绪 

分 类 号：C931.2[经济管理—管理学]