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

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.