中国情境下权力对炫耀性产品购买意愿的影响:面子意识的中介效应

被引：39

作者：

杜伟宇

许伟清

机构：

[1] 华东理工大学商学院

来源：

关键词：

权力; 炫耀性消费; 面子意识; 中国情境;

D O I：

暂无

中图分类号：

C912.6 [社会心理、社会行为]; F713.55 [商业心理学、市场心理学];

学科分类号：

040203 ;

摘要：

权力是社会科学长期研究的重要课题,但其对消费行为影响的实证研究还较有限。本文拟以权力为自变量,以炫耀性/实用性产品的购买意愿为因变量,探讨中国情境下权力对炫耀性产品购买意愿的影响。实验结果表明,启动高权力的被试更愿意购买炫耀性产品;面子意识在权力与炫耀性产品购买意愿之间起到中介作用。

引用

页码：83 / 90

页数：8

共 17 条

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