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| The Impact of Consumption Privileges on Residents’ Consumption Intention in the Context of Community Commerce |
| YANG Hanqin，ZHANG Sha |
| University of Chinese Academy of Sciences, Beijing, China |
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Abstract In the context of community commerce, this study examines the effects and mechanisms of consumption privileges on residents’ consumption intention. Drawing upon the social identification theory, a theoretical model is developed and empirically tested through two experiments. The results show that consumption privileges have a positive impact on residents’ consumption intention. This effect is mediated by community attachment. The relationship between consumption privileges and community attachment is moderated by consumers’ community distribution and age. Specifically, compared with residents living in urban core areas, consumption privileges have a stronger positive impact on community attachment of residents living in urban periphery areas. Compared to young and middle-aged residents, the impact of consumption privileges on community attachment among elderly residents is more significantly pronounced.
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Received: 25 July 2022
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