社会比较倾向对消费者购买决策的影响——基于情感—理性决策视角

Research on the Influence Mechanism of Social Comparative Tendency on Consumers'Purchase Decision——Based on the Perspective of Emotion-rational Decision

本文基于消费者决策模式理论、目标理论等,从营销领域的情感—理性决策视角出发,探讨社会比较倾向对消费者购买决策的影响。研究以实验法展开,共设计4个实验进行验证。结果表明,消费者社会比较倾向对消费决策呈显著影响,高社会比较倾向的消费者更偏向于购买享乐型产品,低社会比较倾向的消费者更倾向于购买实用型产品。消费者自我肯定的调节作用以及消费者决策风格的中介作用也得以验证。研究丰富了社会比较倾向这一心理学变量在营销领域的研究,也为商家提供促进不同类型产品销售的建议,同时也有助于规避消费者冲动消费所致风险。

Based on consumer decision model theory,goal theory,the influence of social comparison tendency on consumer purchase decision is discussed from the perspective of emotional-rational decision in marketing field.The study was carried out by experimental method,and a total of 4 experiments were designed for verification.The research shows that consumers'social comparison tendency has a significant impact on consumption decisions.Consumers with high social comparison tendency are more inclined to buy hedonic products,while those with low one are more inclined to buy practical products.This study has enriched the research of the psychological variable of social comparative tendency in the field of marketing,and provided sug⁃gestions for merchants to promote the sale of different types of products,and also helped to avoid the risk caused by consumers'impulsive consumption.