从众情景下社会排斥与亲社会消费行为的关系

Study on the Relationship between the Social Exclusion and Pro-social Consumer Behavior in the Conformity Context

社会排斥对个体消费行为的影响是近几年研究者关注的领域之一,却没有得到一致的结论,其中一个重要的原因便是忽视了受排斥者的个体需求受到威胁如何被消费行为化解,更缺乏对受排斥者类型、受到威胁的需求类型以及补偿性消费产品类型之间关系的系统研究。从社会排斥引发的个体需求受到威胁(简称为受胁)与补偿性消费的关系入手,在从众情景下,对被忽视和被拒绝两种社会排斥引发不同类型的个体需求受胁从而偏好不同类型补偿性消费产品的问题进行实证研究。采用情景模拟研究方法,用绿色产品和高档享乐产品为实验商品,运用方差分析和Bootstrap方法检验个体需求受胁的中介机制以及从众情景的调节作用。实验1考察个体需求受胁在两种社会排斥与补偿性消费偏好之间的中介作用,实验2考察从众情景对两种补偿性消费产品缓解由社会排斥引发的心理需求受胁的调节作用。研究结果表明,被忽视与被拒绝引发了不同的心理需求受胁,从而在随后的补偿性消费中产生不同的产品偏好。具体而言,被忽视引发了效能需求受胁,从而提高了对高档享乐产品的偏好;被拒绝引发了关系需求受胁,从而提高了对绿色产品的偏好。从众情景调节了两种属性产品对心理需求受胁的满足,即当亲自我的高档享乐产品为从众产品时,被拒绝组在补偿性消费中对高档享乐产品的偏好显著高于被忽视组和控制组,而后两者之间没有显著差异;当亲社会的绿色产品为从众产品时,被忽视者在补偿性消费中更偏好亲自我的高档享乐产品,而被拒绝者在补偿性消费中更偏好亲社会的绿色产品。研究结果拓展了社会排斥理论和补偿性消费理论的研究外延,也为政府部门或相关企业利用消费行为缓解社会排斥现象提供了决策依据。

In recent years,the research on the influence of social exclusion on individual consumption behavior is one of the topics that researchers have focused on.A large number of studies have been designed to explore this problem,yet no consistent conclusions have been reached.One of the important reasons is that they ignored how the individual needs of the excluded were resolved by consumer behaviors.At present,the studies in this issue are not enough,and there is no systematic research on the relationship among the types of the excluded,the types of threatened needs and the types of compensatory consumer products.This study starts from the relationship between the threatened individual needs caused by the social exclusion and the compensatory consumption.We systematically investigated this issue,through manipulating the two kinds of social exclusion(ignored vs.rejected)to induce the different types of threatened individual needs,and then observing their preference of different types of compensatory consumption products in the conformity context.This research adopted experimental ways,ANOVA and Bootstrap to test related mediating mechanism and moderating mechanism.The experiment 1 explored the mediating effect of threatened individual needs between the social exclusion and the preferences for the compensatory consumption,and the experiment 2 mainly investigated moderating effect of the conformity context.The results showed that the two types of social exclusion(ignored vs.rejected)caused different psychological needs to be threatened,which resulted in different product preferences in subsequent compensatory consumption.Specifically,being ignored caused the needs for efficiency to be threatened,thus improving the preference for high-end hedonic products,whereas the rejection raises the need for a relationship,which increased the preference for green products.The conformity situation regulated the effects of two products on satisfying the psychological needs.That is,when the high-end hedonic products were the conformity products,the rejected group’s preference for high-end enjoyment products in compensatory consumption were significantly higher than the ignored group and the control group,and there was no significant difference between the ignored group and control group.When pro-social green products were conformity products,the ignored tended to prefer the high-end enjoyment products in compensatory consumption,while the rejected preferred pro-social green products in compensatory consumption.This study expands the research extension of social exclusion theory and compensatory consumption theory.The research results also provide decision basis for government departments or related enterprises to use consumption behavior to alleviate social exclusion.