权力感对独特性消费行为的影响及机制研究

The Effect of the Sense of Power on Unique Consumption

研究探讨权力感这一个体特质对消费者独特性消费行为的影响及其相应机制。通过对230份有效样本数据进行层级回归及分组回归,检验了研究假设。结果表明,高权力消费者对独特性产品具有更高的购买意愿;高权力与高独特性需求正相关,独特性需求与独特性消费正相关,独特性需求在权力感与独特性消费之间起中介作用;产品类型起调节作用,此种权力效应只在非奢侈品类存在。最后研究探讨了研究贡献、研究不足及展望。

This article aims to investigate the effect of the sense of power on the unique consumption. To test the research hypothesis,this article uses hierarchical regression and grouping regression on 230 valid sample data. The results show that,the consumers with high power are more inclined to have a higher purchase intention to unique products; the need for uniqueness plays a mediating role in the effect of power on unique consumption; this power effect only exists in non-luxury goods-the type of products plays a moderating role. Finally,the implications,limitations and directions for future research are provided.