基于社会化媒体情景的社会排斥对炫耀消费影响的机理研究

发布时间：2018-04-05 10:02

本文选题：社会排斥　切入点：炫耀消费　出处：《华中科技大学》2016年博士论文

【摘要】：随着互联网和智能手机的普及,人们的日常生活越来越离不开社会化媒体,社会化媒体隐然成为了我们重要的“身体器官”。与此同时,在社会化媒体情景下,人们越来越容易表达自己的喜欢与不喜欢,接受与不接受,这些表达就会形成社会排斥现象,而且这种社会排斥是一种更为直接的、注意性更高且针对性更强的社会排斥现象,那么这种社会排斥会对消费行为产生什么影响呢?有研究认为这种明确和直接性的社会排斥对炫耀消费有着显著影响,但与此同时,又有研究认为明确且直接性的社会排斥对炫耀消费没有显著影响。针对这两个相互矛盾的研究结论,本文的研究目的就是明晰前人研究社会排斥对炫耀消费影响的边界条件,使得前人研究的结果更为稳定。基于社会认同、关系导向、权力促进与抑制、自我建构、自我提高动机以及补偿消费动机等理论,本文提出社会排斥对炫耀消费的影响受到三个因素调节,分别为关系导向、权力状态与自我建构,每个因素都单独对社会排斥与炫耀消费的关系起着调节作用。本文通过八个实验以及运用回归分析、方差分析以及拔靴法等定量分析方法和工具,对社会化媒体情景下的社会排斥对炫耀消费影响的机理进行了实证研究,得到以下结论：(1)关系导向调节了社会化媒体情景下的社会排斥对炫耀消费的影响,即不同的关系导向情形下,社会排斥对炫耀消费的影响程度不同。只有当消费者处于共同关系导向情形下,受到社会排斥时(相对比于社会包容),才会更偏好炫耀消费行为。而当消费者处于交易关系导向情形下,不管是否受到社会排斥还是社会包容,对炫耀消费的影响并没有显著的差异。(2)权力状态作为社会排斥与炫耀消费之间的一个边界条件,即不同的权力状态下,社会排斥对炫耀消费的影响程度不同。只有当消费者处于低权力状态情形下,受到社会排斥时(相对比于社会包容),才会有更高的炫耀消费倾向。而当消费者处于高权力状态情形下,同样是不管是否受到社会排斥还是社会包容,对炫耀消费的影响并没有显著的差异。(3)自我建构调节了社会排斥对炫耀消费的影响,即不同的自我构建情形下,社会排斥对炫耀性消费的影响程度不同。只有当消费者处于独立型自我建构情形下,受到社会排斥时(相对比于社会包容),才会有更高的炫耀消费倾向。而当消费者处于依存型自我建构情形下,同样是不管是否受到社会排斥还是社会包容,对炫耀消费的影响并没有显著的差异。本文的创新之处在于：明晰前人研究社会排斥对炫耀消费影响存在矛盾结果的边界条件。基于相关理论和文献的推导,社会排斥对炫耀消费的影响主要还受到了三个关键调节变量的影响,这三个调节变量分别是关系导向、权力状态与自我建构,并且每个变量都单独对社会排斥与炫耀消费之间的关系起着调节的作用。
[Abstract]:With the popularity of the Internet and smart phones, people's daily life is increasingly inseparable from social media, social media has become an important "body organs."At the same time, in the context of social media, people are more and more likely to express their likes and dislikes, to accept and not to accept, and these expressions can lead to social exclusion, which is a more direct form of social exclusion.More attention and more targeted social exclusion, so how will this social exclusion on consumer behavior?Some studies believe that this explicit and direct social exclusion has a significant impact on the consumption of flaunting, but at the same time, some studies believe that the explicit and direct social exclusion has no significant effect on the consumption of flaunt.In view of these two contradictory conclusions, the purpose of this paper is to clarify the boundary conditions of social exclusion on the influence of social exclusion on ostentatious consumption, so as to make the results of previous studies more stable.Based on the theories of social identity, relationship orientation, power promotion and suppression, self-construction, self-improvement motivation and compensatory consumption motivation, this paper proposes that the influence of social exclusion on ostentatious consumption is regulated by three factors, namely, relationship orientation.Power state and self-construction, each factor plays a separate role in regulating the relationship between social exclusion and ostentatious consumption.Through eight experiments and quantitative analysis methods and tools, such as regression analysis, variance analysis and boot pull-out method, this paper makes an empirical study on the mechanism of social exclusion's influence on ostentatious consumption in social media situations.The following conclusion is drawn: 1) relationship orientation regulates the influence of social exclusion on ostentatious consumption in social media situations, that is, the influence of social exclusion on ostentatious consumption is different in different relationship oriented situations.It is only when consumers are socially excluded (compared with social inclusion) that they prefer to show off their consumption behavior.However, when consumers are in the situation of transaction relationship orientation, whether or not they are socially excluded or socially inclusive, there is no significant difference in the influence on ostentatious consumption.) the state of power is regarded as a boundary condition between social exclusion and flaunt consumption.Namely, under different power state, the influence degree of social exclusion to show off consumption is different.It is only when consumers are in low power and are socially excluded (compared with social inclusion) that there is a higher tendency to show off and consume.When consumers are in high power, whether or not they are socially excluded or socially inclusive, there is no significant difference in the influence of social exclusion on the consumption of flaunt. 3) Self-construction adjusts the influence of social exclusion on the consumption of flaunt.In other words, social exclusion has different influence on conspicuous consumption under different self-construction conditions.It is only when consumers are in independent self-construction and are socially excluded (compared with social inclusion) that there is a higher tendency to show off and consume.However, when consumers are in the situation of self-construction of dependence, there is no significant difference in the influence on the consumption of ostentation, whether or not they are excluded by society or not.The innovation of this paper is to clarify the boundary conditions of the previous studies on the impact of social exclusion on ostentatious consumption.Based on the relevant theories and literature, the influence of social exclusion on ostentatious consumption is mainly influenced by three key regulatory variables, namely, relationship orientation, power state and self-construction.And each variable plays a regulating role in the relationship between social exclusion and ostentatious consumption.
【学位授予单位】：华中科技大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F713.55

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