追求独特与大学生炫耀性消费倾向:自尊与自恋的中介效应

Pursuit of Uniqueness and Conspicuous Consumption Tendency of College Students:the Intermediary Effect of Self-esteem and Narcissism

该研究探讨了大学生炫耀性消费动机对行为的关系,并提出两个中介变量的回归模型,分别考察自尊和自恋两个中介变量对模型的影响程度。研究采用问卷调查的方式,对877名大学生进行了研究,研究工具包括改编的炫耀性动机与行为量表、自尊量表、自恋量表,对改编的量表采用因子分析,重构了四维动机模型。对整个模型使用回归分析,结果表明:(1)面子动机、从众动机、追求独特和享乐动机直接影响大学生炫耀性消费行为;(2)在追求独特对炫耀性消费行为的影响中,自尊和自恋具备部分中介效应,其中自恋的中介效应大于自尊的中介效应。

This study explores the influence of College Students’conspicuous consumption motivation on their behavior,and puts forward a regression model of two mediating variables,namely self-esteem and narcissism.In the study,877 college students were investigated by questionnaire.The research tools include the adapted conspicuous motivation and behavior scale,self-esteem scale and narcissism scale.Factor analysis was used to reconstruct the four-dimensional motivation model.The regression analysis of the whole model shows that:(1)face motivation,conformity motivation,pursuit of uniqueness and hedonic motivation directly affect the conspicuous consumption behavior of college students;(2)in the influence of pursuing uniqueness on conspicuous consumption behavior,self-esteem and narcissism have some mediating effects,among which the mediating effect of narcissism is greater than that of self-esteem.