权力感对自我调节消费的影响机制研究:权力稳定性的调节作用

The Influence of Power on Self-Regulated Consumption:The Moderating Role of Stability of Power

根据以往理论证据,个体的权力感会增强或减弱消费者的自我调节消费。鉴于此,本研究试图解决前人研究中的矛盾性观点,基于情境聚焦理论探究权力稳定性如何调节权力感对自我调节消费的影响及其作用机制。研究结果发现:①当权力稳定时,高(vs.低)权力感个体较少倾向于进行自我调节消费;当权力不稳定时,高(vs.低)权力感个体更加倾向于进行自我调节消费;②自我约束性在权力感和权力稳定性两者对自我调节消费的交互影响中发挥中介作用。研究结果对企业促进自我调节性产品的销售,以及政府部门促进个体提升自我调节具有重要的实践启示。

According to previous theoretical evidence,power can strengthen or weaken consumers’ self-regulated consumption. In light of this,based on Situated Focus Theory,the present study attempts to resolve the contradictory viewpoints by examining the moderating role of stability of power in the impact of power on self-regulated consumption,and further explores the underlying mechanism. The convergent findings of two studies discovered that,consumers with high( vs. low) power tended to exhibit less self-regulated consumption when power was stable;but when power was unstable,consumers with high( vs. low) power were more inclined to exhibit self-regulated consumption. Meanwhile,the results indicated that self-discipline played a mediating role in the interactive effect between power and stability of power on self-regulated consumption. This research provided important practical implications for enterprises to promote self-regulated products,and for government to formulate public policy to improve individuals’ self-regulation.