社会支持对顾客补偿性消费的影响——感知权力与心理资本的作用

The Influence of Social Support on Compensatory Consumption——The Role of Perceived Power and Psychological Capital

基于补偿心理的视角,构建“社会支持—感知权力—补偿性消费”的研究模型,探讨中国本土文化背景下社会支持对顾客补偿性消费行为的影响机制,并考察其边界条件,分析心理资本的调节效应。对412份问卷数据进行分析,采用层级回归模型（HRM）的方法进行假设验证。实证结果表明：社会支持正向影响感知权力,负向影响顾客炫耀性消费与强迫性消费;感知权力负向影响补偿性消费,且在社会支持与补偿性消费之间起中介作用;心理资本削弱了社会支持对感知权力的正向作用。研究结果为理解社会支持与补偿性消费之间的关系提供了理论依据,并对企业及相关管理者提供实践启示。

From the perspective of psychological compensation, this paper constructs a model about social support, perceived power and compensatory consumption, and then it explores the influencing mechanism how social support affects on compen- satory consumption. It also identifies the boundary conditions and studies the moderating effects of psychological capital in the context of Chinese culture. By analyzing the 412 questionnaires with hierarchical regression modeling（HRM） , Results show that social support has a significant positive effect on perceived power and negatively affects on both conspicuous con- sumption and compulsive consumption. Perceived power not only negatively impacts the compensatory consumption, but also plays an intermediary role between social support and compensatory consumption. Besides, psychological capital weakens the positive role between social support and perceived power. Results provide the theoretical evidence in the relationship be- tween social support and compensatory consumption. In the end, it discusses some suggestions for the enterprise managers.