孤独感对体验消费意愿的影响机理

The Effect of Loneliness on Experiential Consumption Preference

随着经济的发展和社会的进步,体验消费的形式日益多样化,并逐渐在消费市场中占据重要地位。鉴于现有研究大多关注体验消费的结果变量,而缺乏对其前因变量如心理因素的探索,通过在线问卷调查收集有效样本1014份,并利用层次回归分析法、拔靴法等实证分析孤独感与体验消费意愿之间关系,探讨社交需求和自我建构在其中的作用。研究结果表明,孤独感对个体体验消费意愿具有显著正向影响,即个体感受到的孤独感越强,其为摆脱孤独感及相关负面情绪影响而进行体验消费的意愿越强;社交需求在孤独感对个体体验消费意愿的影响中起中介作用,即孤独感会激发个体产生社交需求,进而提高个体进行体验消费的意愿;自我建构调节了社交需求的中介作用,且相比于独立型自我建构个体,孤独感对依存型自我建构个体社交需求的影响更大,依存型自我建构个体进行体验消费的意愿更强。因此,为进一步推动体验消费产业发展,对企业而言,应积极关注孤独感等消费者内在心理因素,根据消费者心理与个人特质制定相关营销策略,满足消费者社交需求,缓解消费者孤独感;对商家而言,应积极向目标消费者传递体验产品社交价值,激发消费者依存型自我建构,满足消费者情感诉求;对政府而言,应关注居民心理状态,积极引导居民进行体验消费,加强社会成员心理健康建设。

With economic development and social progress,the form of experiential consumption has become more and more abundant,and it has gradually occupied an important position in the consumer market.However,current researches mostly focus on the outcome variables of experiential consumption,and lack the exploration of consumer psychology.With the help of 1014 valid sample data collected from online questionary,using hierarchical regression analysis and Bootstrap method,the authors carry out an empirical study on the relation between loneliness and experiential consumptionpreference,and explorethe role of social needs and self-construction.It is found that:first,loneliness has positive effect on experiential consumption,i.e.with stronger individual perceived loneliness,customers will have stronger experiential consumption preference to get rid of loneliness and related negative emotional effect;second,social needs play a mediating role in the influence of loneliness on individual experiential consumption preference,i.e.loneliness will stimulate individual to generate social needs,which will in turn improve individual’s experiential consumption preference;and third,self-construction adjusts the moderating role of social needs,and comparing to independent self-construction individuals,loneliness has greater impact on social needs of dependent self-construction individuals,who has greater experiential consumption preference.So,to further promote the development of experiential consumptionindustry,the enterprises should positively pay more attention to consumers’psychological factors such as loneliness,formulate related marketing strategy according to consumers’psychological and individual characteristics to meet their social needs and relieve their loneliness;the merchants should positively deliver the social value of experiential products to targeted consumers,stimulate their dependent self-construction,and meet their emotional demands;and the government should pay more attention to citizens’psychological situation,positively guide their experiential consumption,and strengthen works concerning social members’psychological health.