手机冷落对大学生体育仿冒品购买意愿影响机理研究——一个条件过程模型  

Research on the Mechanism of Phubbing on the Consumption of Sports Counterfeits among College Students--A Conditional Process Model

作　　者：胡劭颖[1] HU Shaoying(Zhangzhou Vocational and Technical College,Zhangzhou 363000,China)

机构地区：[1]漳州职业技术学院,福建漳州363000

出　　处：《数字通信世界》2023年第3期149-154,共6页Digital Communication World

基　　金：福建省社会科学基金重点项目“传统儒家文化背景下企业善行及其对消费者购买意愿影响机制研究”(FJ2021A016)。

摘　　要：大学生群体是体育仿冒品的主要消费人群,社会排斥被证实是引发其购买该类商品的主要因素,手机冷落在社交过程中同样会引发社会排斥,然而手机冷落会否引发体育仿冒品消费意愿及其机理学术界较少探讨。文章以大学生为研究对象,通过设计实验验证手机冷落对大学生体验仿冒品消费意愿的影响机理及边界效应,研究结果发现:手机冷落引发大学生社会排斥感,社会排斥在手机冷落与购买意愿之间起中介作用;手机冷落社交范式认知调节手机冷落对社交排斥影响及社会排斥的中介作用。College students are the main consumer groups of sports counterfeits.Social exclusion has proved to be the main factor that induces their purchasing intention of counterfeit brand products.The phubbing could induce social exclusion as well.Whether phubbing would induce the purchasing intention of sports counterfeits and its mechanism are rarely discussed.Taking college students as the research object,using a brand of sports counterfeits shoes as commodities,through designing of two experiments the study found that:The phubbing induced college students’perception of social exclusion;social exclusion mediated the relationship between phubbing and the purchasing intention of sports counterfeits;The social interaction paradigm cognition of phubbing moderated the influence of phubbing on social exclusion and the mediating effect of social exclusion.The theoretical and practical implications and research prospects are further discussed.

关 键 词：手机冷落 体育仿冒品 消费意愿 消费者行为 

分 类 号：C913.33[经济管理] TN929.53[社会学]