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研究探讨权力感这一个体特质对消费者独特性消费行为的影响及其相应机制。通过对230份有效样本数据进行层级回归及分组回归,检验了研究假设。结果表明,高权力消费者对独特性产品具有更高的购买意愿;高权力与高独特性需求正相关,独特性需求与独特性消费正相关,独特性需求在权力感与独特性消费之间起中介作用;产品类型起调节作用,此种权力效应只在非奢侈品类存在。最后研究探讨了研究贡献、研究不足及展望。
This study explores the influence of the individual power of empowerment on consumer uniqueness and its corresponding mechanism. The research hypothesis was tested by hierarchical regression and group regression on 230 valid sample data. The results show that high-power consumers have a higher willingness to buy unique products; high power has a positive correlation with high-unique needs; unique needs have a positive correlation with unique consumption; Play an intermediary role; product types play a regulatory role, this power effect exists only in non-luxury category. The final study explores the contribution of research, research deficiencies and prospects.