With the continuous improvement of people's living standards, there are a variety of dazzling commodities on the market for consumers to choose. Even so, in daily life, people can still find that others have the same products as themselves. Scholars pay more attention to this kind of accidental similar phenomenon in college students and above groups, and seldom carry out corresponding research combined with the characteristics of high school students. Product disposal behavior is a common behavior of consumers in the face of accidental similar phenomena, which is affected by many factors. Previous studies have focused on the acquisition and use of products, less on the disposal of products after purchase, and less on the disposal of products from the perspective of interpersonal situational factors. This study based on the theory of self-identity development, combining with the status signal theory, mainly discusses the influence of accidental similarity of identity signaling products (shoe-clash) on high school students' product disposal intention and its mechanism. This study consists of two formal studies: a total of 189 high school students participated in study 1. The subjects were randomly assigned to the accidental similarity group of identity signaling products (shoe-clash group) and the accidental similarity group of non-identity signaling products (shoe-clash group), to explore the relationship between the accidental similarity of identity signaling products and the disposition intention of products. A total of 1087 high school students participated in the experiment in study 2. The design of the experiment was the same as that of study I, which verified the stability of the results of study I, and explored the relationship between the accidental similarity of identity signaling products, the threat of uniqueness, the unique need of consumers and the disposition intention of products. The research results show that the accidental similarity of identity token products (shoe-clash) can significantly positively affect the product disposal intention of high school students, and the uniqueness threat plays a partial mediating role between the accidental similarity of identity token products (shoe-clash) and the product disposal intention. The consumer's uniqueness need not only regulates the influence of the accidental similarity of identity token products (shoe-clash) on the product disposal intention, but also regulates the mediating effect of the uniqueness threat on the accidental similarity of identity token products (shoe-clash) and the product disposal intention. This study found the influence and mechanism of accidental similarity (shoe-clash) of identity signaling products on product disposal intention of high school students, which enriched the research on identity development and product disposition behavior, and also provided certain theoretical suggestions and support for the design of sneakers by businessmen and the development of courses in ordinary senior middle schools.
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