社会排斥对女性消费者奢侈品购买意愿的影响及权力水平对该过程的调节作用

The Influence of Social Exclusion on Luxury Purchase of Female Consumers and the Regulating Effect of Power Level on the Process

本文研究奢侈品消费过程中社会排斥对消费者购买意愿的影响。通过3组实验研究发现,在奢侈品消费过程中,社会排斥会增强女性消费者的购买意愿,其机制在于面对奢侈品销售人员的社会排斥,与男性消费者不同,女性消费者的关系需求被激发,自我关注度降低,归属需求增强,进而增强了女性消费者对该品牌产品的购买意愿(实验1、实验2)。进一步研究发现,在女性消费者购买奢侈品这一过程中,权力水平通过自我关注度起到调节作用。具体来说,在奢侈品消费过程中,相较于高权力的女性消费者,低权力的女性消费者面对销售人员的社会排斥时,自我关注度更低,对该品牌产品的购买意愿更强(实验3)。最后,本文就研究结果的理论贡献及管理启示进行了探讨,并提出了本研究的局限性和未来研究的方向。

The current research aims to investigate the impact of social exclusion on consumers' willingness to pay in the process of luxury consumption,especially for female consumers. Through three experimental studies,we found that in the process of luxury consumption,social exclusion would enhance female consumers' willingness to pay when they were faced with social exclusion which came from luxury salespersons,compared with male consumers. The mechanism was that female consumers' relationship needs were threatened by social exclusion,and they focused more on others instead of paying more attention on themselves. Thereby the willingness to pay of female consumers for luxury was enhanced( Experiment 1,Experiment 2). Further research found that in the process of luxury consumption for female consumers,power played a regulatory role through self-focus. Specifically,female consumers with low power were inclined to focus more on others,and their willing to pay were stronger,when they confront with social exclusion which was delivered by salespersons,compared with the high-power( experiment 3).Finally,this research discussed the theoretical contribution and management implications of the research results,and put forward the limitations of this study and the direction of future research.