认知视角下身份宽度对旅游消费者不道德行为的影响研究

The Influence of Identity Breadth on the Immoral Behavior of Tourists

基于社会认同理论,构建旅游消费者的旅行身份宽度影响不道德行为的关系模型,揭示道德判断的中介机制,并考察旅游消费者个体的自我建构水平的调节作用。通过两个实验,对所提出的假设进行实证检验。研究表明:①旅游消费者的旅行身份宽度负向影响不道德行为;②道德判断中介旅游消费者的旅行身份宽度与不道德行为间的关系;③旅游消费者个体的自我建构水平能够调节旅游身份宽度与道德判断间的关系,具体而言,独立型自我建构水平负向调节旅行身份宽度与道德判断之间的关系,互依型自我建构水平正向调节旅行身份宽度与道德判断之间的关系。

Based on the social identity theory,this study constructs a theoretical framework of the effect of travel identity breadth in tourism consumers on immoral behaviors,reveals the mediating role of moral judgment,and explores the moderating role of the individual self-construction level of tourism consumers.This study designs two experiments to test all hypotheses.The results show that①the breadth of the travel identity of tourist consumers negatively affects immoral behavior;②moral judgment plays a mediating role in the relationship between the breadth of the travel identity and immoral behavior;③the individual self-construction level can moderate the relationship between the breadth of travel identity and moral judgment,specifically,the level of independent self-construction negatively moderates the relationship between the breadth of the travel identity and moral judgment;the level of dependent self-construction positively moderates the relationship between the breadth of the travel identity and moral judgment.