摘要
[目的/意义]信息时代,社会比较逐渐从现实生活渗透到社交媒体用户行为的各个方面,这种比较如何影响用户消费,已经成为社交媒体企业营销和管理需要关注的重要问题。[方法/过程]研究将上行社会比较与下行社会比较整合纳入同一框架,采用组间设计和组内设计相结合的实验设计,以3次实验层层深入地探究了社会比较对用户社会性消费的影响。[结果/结论]研究发现,上行社会比较与炫耀性消费和从众性消费呈正相关,自卑感会中介上行社会比较对炫耀性消费和从众性消费的影响,反事实思维则对上行社会比较和自卑感具有中介作用;下行社会比较与炫耀性消费和稀缺性消费呈正相关,且反事实思维和幸福感在下行社会比较对消费的影响中存在遮掩效应。
[Purpose/Significance]In the information age,social comparison is gradually penetrating from real life to all aspects of social media user behavior.How to affect users' consumption has become an important issue to be explored in social media enterprises marketing and management.[Method/Process]The study integrated upward social comparisons with downward social comparisons in a framework,adopted the experimental combining the between-groups and within-groups design,and explored the influence of social comparison on user social consumption layer by layer in three experiments.[Result/Conclusion]On the one hand,it is found that upward social comparison is positively associated with conspicuous consumption and herd consumption,while inferiority complex mediates the effect of upward social comparison on conspicuous consumption and herd consumption,and counterfactual thinking mediates the effect of upward social comparison and inferiority complex;on the other hand,downward social comparison is positively associated with conspicuous consumption and scarcity consumption,counterfactual thinking and happiness have a masking effect between downward social comparison and consumption.
作者
卢新元
张进澳
孟华
任芳芳
Lu Xinyuan;Zhang Jinao;Meng Hua;Ren Fangfang(School of Information Management,Central China Normal University,Wuhan 430079,China;E-Commerce Research Center of Hubei Province,Wuhan 430079,China)
出处
《现代情报》
2023年第12期39-50,共12页
Journal of Modern Information
基金
国家社会科学基金项目“用户消极使用行为对社交网络平台的作用机理及管理策略研究”(项目编号:19BGL267)。
关键词
社会比较
社交媒体
用户行为
社会性消费
social comparison
social media
user behavior
social consumption
