摘要
消费者在面对放纵机会时,其个人特质会影响最终的选择。采用实验操纵的方式研究中产阶级消费者核心自我评价对放纵消费的影响和路径以及认知稳定性在其中起到的作用。结果表明,消费者核心自我评价可以直接或间接地对放纵消费产生显著影响,具有高核心自我评价的消费者,通常具有更加积极的情绪,更容易抵抗诱惑,不进行放纵消费;具有低核心自我评价的消费者,通常具有更加消极的情绪,更有可能屈服于诱惑,进行放纵消费。自我认知稳定性在核心自我评价对放纵消费与情绪的影响中起调节作用,较高的自我认知稳定性会增强这种影响,较低的自我认知稳定性会缓和这种影响,核心自我评价与自我认知稳定性的交互作用对放纵消费产生影响。
Consumerspersonal characteristics will affect their final choices,when faced with the opportunity of indulgence.The experimental manipulation is used to study the influence and path of the core self-evaluation on indulgent consumption and the moderating effect of self-cognition stability.The results are as follows:Consumerscore self-evaluation has a significant impact on indulgent consumption directly or indirectly.Consumers with high core self-evaluation usually have more positive emotions and are more likely to resist temptation and not indulge in consumption.Consumers with low core self-evaluation usually have more negative emotions and are more likely to succumb to temptation and indulge in consumption.Self-cognitive stability plays a moderating role in the influence of core self-evaluation on indulgent consumption and emotion.Higher self-cognitive stability enhances this influence,while lower self-cognitive stability eases this influence.The interaction between core self-evaluation and self-cognitive stability has an impact on indulgent consumption.
作者
车诚
张志红
吴国华
CHE Cheng;ZHANG Zhihong;WU Guohua(School of Economics and Management, China University of Petroleum(East China), Qingdao, Shandong 266580, China)
出处
《中国石油大学学报（社会科学版）》
2021年第1期61-69,共9页
Journal of China University of Petroleum (Edition of Social Sciences)
基金
中央高校基本科研业务费专项资金资助项目(19CX04010B)
青岛市社会科学规划研究项目(QDSKL1901037)。
