权力、炫耀性与仿冒奢侈品消费

Power,Brand Conspicuousness and Consumption of Counterfeit Luxury Products

前人研究发现,权力高低对奢侈品消费行为存在两种方向相反的影响机制。仿冒奢侈品是奢侈品的替代品,因此,权力高低对仿冒奢侈品消费的影响机制值得进一步研究。在以往文献的基础上,研究权力对仿冒奢侈品消费的影响(实验1),并进一步研究了产品炫耀性对权力效应的调节作用。实验1发现,高权力消费者更偏好仿冒奢侈品;实验2发现,只有在低档次品牌仿冒奢侈品情况下,高权力消费者才有更强的购买意愿,在高档次品牌仿冒奢侈品情况下,权力对购买意愿的影响差异不显著;实验3发现,只有在小Logo仿冒奢侈品的情况下,高权力消费者才有更强的购买意愿,在大Logo仿冒奢侈品情况下,权力对购买意愿的影响差异不显著。

Previous studies show that there are two mechanisms through which power influences the luxury consumption. However,counterfeit luxury product as a substitute of luxury product,the mechanism of how power influences counterfeit luxury consumption is not clear thus worth further study.We study how power influences counterfeit luxury consumption through experiments and find that powerful consumers prefer counterfeit luxury than powerless consumers（Study 1）.Furthermore,we study how product conspicuousness affects the influence of power on counterfeit luxury consumption.In two experiments,we choose brand class and brand Logo size to examine the mediation effect of product conspicuousness on power. We find that powerful consumers prefer low class brand than powerless consumers（Study 2）and powerful consumers prefer small logo than powerless consumers（Study 3）.