为爱愿做“拜金女”?配偶吸引目标与女性奢侈品消费

Being a “Material Girl” For Love?Mate Attraction Goal and Female’s Conspicuous Consumption

目的:探讨配偶吸引目标与女性奢侈品支付意愿的关系,自我提升信念在其中的中介作用以及自我概念清晰性的调节作用。方法:采用配偶吸引目标量表、自我概念清晰性量表对328名未恋爱的女大学生进行测量,并进一步测量了她们奢侈品消费的自我提升信念(即相信奢侈品消费有助于提升外表吸引力)、产品支付意愿。结果:配偶吸引目标通过自我提升信念对奢侈品支付意愿所产生的间接效应,依赖于女性的自我概念清晰性。具体而言,女性的自我概念清晰性越低,这种中介效应就越显著。结论:在配偶吸引目标驱动下,相对于高自我概念清晰性女性,低自我概念清晰性女性具有更强的自我提升信念,进而导致更高的奢侈品支付意愿。

Objective: The present study aimed to investigate the association between mate attraction goal and conspicuous consumption, as well as the mediating effect of the enhancement of self-awareness and the moderating effect of selfconcept clarity on this relationship. Methods: 328 female college students’ self-improvement beliefs and willingness to pay for luxury goods were measured, mate attraction goal and self-concept clarity were also measured. Results: The relationship between mate attraction goal and self-improvement beliefs was moderated by self-concept clarity. That is, with the improvement of self-concept clarity, the mediating effect of self-improvement beliefs was decreased. Conclusion: Spouse attraction is an arduous and important task for adult women. Women with low self-concept clarity prefer to buy luxury consumption as a means of spouse attraction, but women with high self-concept clarity don’t have this tendency.