群体实体性分析下社会排斥与炫耀性消费间的关系研究

The Interaction Effect of Social Exclusion and Group Substantive on Conspicuous Consumption

社会排斥对消费者行为影响的研究近年来已成为营销领域关注的热点。以往研究发现,根据人们的不同需求,社会排斥能够影响人们的消费行为,并且会表现出炫耀性消费倾向。研究一与研究二均发现,源于高实体性群体的排斥会强化被排斥者的炫耀性消费行为,研究二进一步发现,消费者想要与排斥群体保持紧密关系的程度在社会排斥与群体实体性对消费者炫耀性消费行为间起到中介作用。

The impact of social exclusion on consumer behavior is becoming a research focus in marketing. Past researchers have found that social exclusion can influence consumption behavior, depending on which needs are threatened. Both of the studies found that consumers who are excluded may make higher conspicuous consumption in high entity condition. Study 2 further found that desire for close relation with the group was a mediator between the interaction of social exclusion and group entitativity and conspicuous consumption.