自恋对仿冒奢侈品购买意愿影响机制研究

Research on the Influence Mechanism of Narcissism on Consumer's Purchasing Intention to Counterfeit Luxury

本文通过两个实证研究探讨自恋对消费者仿冒奢侈品购买意愿的影响。研究1证明了自恋正向影响仿冒奢侈品购买意愿;在消费能力有限前提下,自恋个体更倾向购买仿冒奢侈品;自恋同物质主义正相关;物质主义在自恋与仿冒奢侈品购买意愿之间起中介作用。研究2采用道德作为调节变量,证明了道德认知显著降低自恋型消费者的仿冒奢侈品购买意愿。本文成果丰富了自恋个体消费行为及仿冒奢侈品消费的研究,并为奢侈品厂商如何减少其品牌仿冒品消费提供一定的营销建议。

Based on two empirical studies, this paper investigated the influence of narcissism on consumers＂ purchasing intention to counterfeit luxury. In Study 1, the researchers testified the positive influence of narcissism display on consumers＂ intention to counterfeit luxury. When purchasing powers are limited, narcissism consumers prefer purchasing counterfeit luxury; there exist a positive correlation between narcissism and materialism; mate- rialism has mediating effects between narcissism and purchasing intention to counterfeit luxury. In Study 2, using morality as the regulated variable, researchers testified that morality could significantly reduce the purchasing in- tention to counterfeit luxury of narcissism consumers. This paper extends the current literatures on narcissism consumer behavior and counterfeit luxury purchase behavior, and provides the marketing implications for luxury commodity manufacturers to reduce its counterfeit luxury consumption.