PSYCH OpenIR  > 社会与工程心理学研究室
Alternative TitlePower and Brand-name Consumption in East Asia: The Case of China
Thesis Advisor蔡华俭
Degree Grantor中国科学院研究生院
Place of Conferral北京
Degree Discipline心理学
Keyword面子文化 权力 名牌消费 中国
Abstract数据显示,亚洲已经成为当今最大的名名牌消费市场。为什么会出现这种现象呢?已有研究表明,人们之所以购买名牌,是因为名牌具有炫耀身份、彰显地位的功能。鉴于权力和身份的密切关系,我们认为权力也是影响人们购买名牌的一个重要因素。本研究通过5个研究,从不同的侧面探讨了权力与名牌消费的关系。 研究一初步探讨了权力与名牌消费之间的关系。结果发现,权力感与名牌购买意向之间呈显著的正相关关系(r=.483,p<0.01)。即个体权力感越高,对名牌产品的购买意向越明显。研究二进一步探讨了权力和名牌商品两种功能之间的关系,结果发现权力感高的个体更看重商品的社会性功能(r=.090,p<.001),权力感低的个体更看重商品的实用性功能(r=.125,p<.001)。权力感和商品的功能之间存在着交互作用(β=.23,p<.001)。研究三通过对个体的权力进行操纵,结果发现,权力感高的个体更愿意购买能突出其身份的商品,权力感低的个体更愿意购买突出产品质量的商品,二者差异显著(t=2.474,p<.001),进而确立了权力感与名牌消费之间的因果关系。研究四探讨了个体对身份的关注程度在权力感与名牌消费之间关系中的作用。结果发现,个体对身份的关注程度在权力感与名牌购买意向之间起不完全中介作用(△R2=.101)。研究五通过文化启动的方法考察了文化在权力感与名牌购买意向之间的关系。研究结果显示,当启动东方文化时,权力感与名牌购买意向之间的关系与本研究结果一致,当启动西方文化时,权力感与名牌购买意向之间的关系与本研究结果相反。 该研究结果不仅能加深对权力的理解及对名牌消费动机的认识,还将第一次揭示不同文化背景下权力感与名牌消费之间关系的不同,它不仅具有重要的理论意义,而且对不同文化背景下奢侈品营销实践具有重要指导价值。
Other AbstractIt is reported that Asia has become the largest brand-name products market. Research has shown that some culturally-unique factor may contribute to booming of brand-name product consumption such as concern for status, face and so on. Given the close relationship between power and status, we proposed that sense of power may also contribute to the preference for conspicuous consumption in East Asia.. Five studies were conducted to test this possibility. Study 1 examined the relationship between sense of power and brand name products purchase intention and found a positive relationship between them, that is, high sense of power associating with high purchase intention of brand-name products. Study 2 further found that what people with high sense of power are interested is the conspicuous or status-signaling function rather than utilitarian function. Specifically, when status-signaling function was highlighted, a positive relationship between sense of power and purchase intention was found but when utilitarian function was highlighted, a negative relationship between sense of power and purchase intention was found. To test the causal role of sense of power, we manipulated sense of power directly and replicated in study 3. Results showed that induced power leaded to preference for products signaling status more than those offering utility. Study 4 explored the mediating role of caring for status and found that care for status partially explained the effect of sense of power on purchase intention of brand-name products. Study examined cultural influences on the relationship between sense of power and conspicuous consumption and found that the revealed pattern was unique to East Asian culture and the opposite was true in the West. These findings extend the understanding of power, conspicuous consumption and their relationship and also have important implications for the practice of brand-name products marketing, particularly in the East Asian culture .
Subject Area应用心理学
Document Type学位论文
Recommended Citation
GB/T 7714
赵娜. 东亚文化下的权力与名牌消费[D]. 北京. 中国科学院研究生院,2012.
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