Research on the Formation Mechanism of Self Identity’s Dual-Path Effects on Status Consumption Behavior Intention
CUI Hongjing,JIN Xiaotong,ZHAO Taiyang,WANG Tianxin3
1. Jilin University of Finance and Ecnomics, Changchun, China; 2. Jilin University, Changchun, China; 3. Jilin Academy of Social Sciences, Changchun, China
This research takes self-identity as the research perspective, divides the situations of status consumption into self-identity promotion and threat, and tests the effects of self-identity promotion and self-identity threat on status consumption. Four experiments are designed in this study, Experiment 1 shows that both self-identity promotion and self-identity threat have positive effect to status consumption. Experiment 2 shows that self-identity promotion affects status consumption through the mediation of sustaining self-gift motivation. Experiment 3 shows that self-identity threat affects status consumption through the mediation of compensatory self-gift motivation. Experiment 4 reexamines the result with different participants and different materials.
崔宏静,金晓彤,赵太阳,王天新. 自我认同对地位消费行为意愿的双路径影响机制研究[J]. J4, 2016, 13(7): 1028-.
CUI Hongjing,JIN Xiaotong,ZHAO Taiyang,WANG Tianxin3. Research on the Formation Mechanism of Self Identity’s Dual-Path Effects on Status Consumption Behavior Intention. J4, 2016, 13(7): 1028-.