廉价的优越感:社会排斥如何影响新奢侈品的消费

Cheaper Superiority: How Does Social Exclusion Affect New Luxury Products Consumption

本研究从消费者社会需求层面,探讨在中国新奢侈品会给哪些人带来优越感,什么样的产品可以带来优越感,以及为何会带来优越感等问题。本研究使用一个混合设计的实验,结果发现:(1)相比较非社会排斥状态,社会排斥状态增加了消费者的身份消费需求。(2)在产品炫耀性大时,相比较传统大众产品和奢侈品,社会排斥增加了消费者对新奢侈品的购买意愿。而在产品炫耀性小时,社会排斥的影响不显著;(3)社会排斥、产品种类和产品炫耀性三者的交互作用影响消费者购买意愿的中介变量是消费者感知的产品身份价格比。结论表明,相比较传统大众产品和奢侈品,炫耀性新奢侈品以相对低的价格满足了社会排斥消费者的身份消费需求,为他们提供了一个获得优越感的渠道。

From theperspective of consumer social needs, this article explores the questions of what individuals the new luxury products will bring superiority to in China, which kind of products and why these products can give superiority to those individuals. Using a mixed factorial design experiment, the results show that： （1） compared with socially included consumers, socially excluded consumers have higher level of status consumption. （2） when the products are more conspicuous, compared with traditional mass products and luxury products, socially excluded consumers are more likely to choose new luxury products; when the products are less conspicuous, for the three kinds of products, there is no significant difference in purchasing intention between socially included and socially excluded consumers. （ 3 ） perceived product status and price ratio mediate the three way interaction effect of social exclusion, product conspicuousness and product category on product choice, In conclusion, compared with traditional mass products and luxury products, conspicuous new luxury products satisfy socially excluded consumers＇ status consumption needs more easily and provide them a way of obtaining superiority.