社会排斥对消费行为的影响——基于补偿性消费者行为模型

The Influence of Social Exclusion on Compensatory Consumption—Based on the Compensatory Consumer Behavior Model

社会排斥对个体的很多方面都具有消极影响,随着该领域研究的拓展和深入,学者们发现其对消费行为的影响也多种多样。本研究基于补偿性消费者行为模型,将目前社会排斥在消费行为领域的研究进行系统地总结,大致将其归纳为以下三类补偿性消费行为——象征性自我完成的消费行为、“流体补偿”形式及“分离”形式的消费行为。在此基础上,从需求威胁的角度来探索个体进行不同形式的补偿性消费的影响因素及内在机制,总结出当前社会排斥在消费行为领域的研究框架。未来的研究可以从行为结果及影响因素、内在机制、被排斥后的补偿性消费对个体后续心理和行为上的影响三个方面入手,进一步探讨社会排斥对补偿性消费行为的影响。

Social exclusion can pose negative effects on many aspects of individuals’ behaviors, cognitive abil-ity and mental health. With the ever growing of this field, studies have found the various influence of social exclusion on consumption behavior. Based on the compensatory consumer behavior model, the current paper reviewed the current research on social exclusion in the field of consumer be-havior, and grouped them into three types: symbolic self-completion consumption behaviors, “fluid compensation”, and “separated” consumption behaviors. On this basis, the current article explored the influential factors and internal mechanisms of different forms of compensatory consumption from the perspective of need-threat, and summarized the current research framework of social ex-clusion in the field of consumer behavior. Future research can further explore the relationship be-tween social exclusion and compensatory consumption behavior considering the following three aspects: the behavioral results, related factors and mechanisms of their effects, and the distal in-fluence of compensatory consumption on the individual’s subsequent psychology and behavior after experiencing social exclusion.