三维自我对炫耀性购买行为动机影响的实证研究——基于中国城市消费者的检验

An Empirical Study on the Influence of Three-dimension Ego on the Motivation of Conspicuous Consumption Behavior——A Test Based on Chinese Urban Consumers

笔者以中国城市消费者为例,从重要心理变量自我视角实证探讨了炫耀性购买行为的营销内涵和动机及三维自我因素的影响效果。结果表明:从自我角度炫耀性购买行为动机包括"外我性动机"和"内我性动机"两大类型;炫耀性购买行为包括外表张扬的"外显性炫耀"和内部内敛的"内隐性炫耀";自我三个维度对炫耀性购买行为动机呈现出不同程度的影响。

Taking Chinese urban consumers for example, the authors make an empirical inquiry of the marketing connotation and motivation of conspicuous consumption behavior and the effect of three-dimension ego factors from the perspective of psychological variable ego. The findings show that the motivation of conspicuous consumption behavior from the ego perspective consists of social motivation and individual motivation; conspicuous consumption behavior includes apparent showoff and dormant showoff; the three dimensions of ego have different effects on the motivation of conspicuous consumption behavior.