居住流动性对消费者炫耀性消费的影响研究:基于消费者自我建构视角

Research on the Impact of Residential Mobility on Consumers Conspicuous Consumption:Based on Consumer Self-Construction Perspective

随着社会经济的发展和人民生活品质的提升,居住地变迁逐渐成为与个人社会生活息息相关的重要事件.伴随着居住流动性的发生,个体生活空间的变换昭示他们来到新的社会环境中,自我感知和社会关系变得敏感而脆弱,难免会影响到自身的消费偏好.目前,现有研究并未探明居住流动性与消费者炫耀性消费之间联系的内在机制,因此两者之间的具体关系尚未清晰.通过情景实验,本研究发现居住流动性可以引发消费者的炫耀性消费,被激发的消费者社会认同威胁和自我认同威胁是导致炫耀性消费的内在机理.居住流动性一方面可以引发互依自我建构的消费者的社会认同威胁而提高他们的炫耀性消费;另一方面可以引发独立自我建构的消费者的自我认同威胁而提高他们的炫耀性消费.

With the development of social economy and the improvement of people’s quality of life, the change of residence has gradually become an important event closely related to individual social life. It is of great significance to discuss the impact of residential mobility on individuals and society. With the occurrence of residential mobility, the transformation of individual living spaces indicated that they have come to a new social environment. Their self-perception and social relationships have become sensitive and fragile, which will inevitably affect their own consumption preferences. However, the existing research has not explored the internal mechanism of the connection between residential mobility and consumer conspicuous consumption, so the specific relationship between the two is not yet clear. Through scenario experiments, this study found that, on the one hand, residential mobility can trigger the social identity threat of interdependent self-constructed consumers and increase their conspicuous consumption;on the other hand, it can trigger the self-identity threat of independent self-constructed consumers and enhance their conspicuous consumption.