消费者自我概念对葡萄酒购买意愿的影响机理——面子观念的中介效应

Influencing Mechanism of Consumers’Self-Concept on Wine Purchase Intention:the Mediating Effect of Face Concept

基于胶东地区288份有效问卷,根据自我概念将消费者划分为依存自我型和独立自我型,以面子观念为中介变量,消费情境为调节变量,研究自我概念对葡萄酒购买意愿的影响机理。结果表明,自我概念对购买意愿的影响有显著差异。将面子观念和购买情境引入模型发现,两个变量在依存自我型消费者购买意愿中分别发挥中介作用和调节作用,在独立自我型消费者购买意愿中均没有发挥显著影响。

Based on 288 valid questionnaires collected from Jiaodong region,consumers were divided into dependent self-type and independent self-type according to self-concept.With the face concept as the mediating variable and the consumption situation as the moderating variable,the influencing mechanism of self-concept on wine purchase intention was studied.The results showed that there were significant differences in the effect of self-concept on purchase intention.The face concept and purchase situation were introduced into the model respectively,and it was found that these two variables played a mediating and moderating role in the purchase intention of dependent self-type consumers,but neither played a significant role in the purchase intention of independent self-type consumers.