【作者】 杨海；

【导师】 陶向南；

【作者基本信息】 南京大学 ， 企业管理， 2020， 硕士

【摘要】 社会排斥现象普遍存在于人们日常生活中的方方面面。当遭受社会排斥后,人们的心理会产生一系列微妙的变化,进而体现在他们的态度和行为上。目前,消费者行为领域的许多学者已经对社会排斥与某些特定消费行为之间的关系及其作用机制进行了深入的研究,在一些细分领域(如炫耀性消费、从众消费、冲动消费等)也取得了丰富的成果。本文则将研究视角转向商品囤积这一日益普遍的消费行为,尝试通过实证研究的方法来探讨社会排斥与消费者囤积倾向之间的关系及作用机制,继续丰富这一领域的理论成果。本文通过三个实验验证了我们提出的理论模型:实验一证明了社会排斥对囤积倾向的正向影响,即相对于社会排斥程度低的个体,社会排斥程度高的消费者会有更高的囤积倾向;实验二进一步证明了社会排斥对消费者囤积倾向的正向影响是由于个体控制感的感知缺失,具体来说,社会排斥降低了个体的控制感,从而导致消费者在消费时倾向于囤积更多商品;实验三则证明了社会排斥对囤积倾向的正向影响会受到个体公我意识的调节,即相对于公我意识低的个体,公我意识高的消费者对于社会排斥的感知会更敏感,因此他们的控制感也会更低,并最终在消费时表现出更高的囤积倾向。更多还原

【Abstract】 Social exclusion is a common phenomenon in modern society.When people are ostracized by society,a series of subtle psychological changes take place in their attitudes and behaviors.At present,many scholars in the field of marketing have conducted in-depth discussions on the relationship and mechanism between social exclusion and some specific consumption behaviors,such as conspicuous consumption,conformity consumption,and nostalgic consumption.This paper focuses on another increasingly common consumption behavior,consumer hoarding,and attempts to explore the influence of social exclusion on consumer hoarding tendency and the underlying mechanism through empirical research,so as to enrich the theoretical achievements in this field.In this paper,three experiments were conducted to verify our theoretical model: Experiment 1 proves the positive effect of social exclusion on hoarding tendency,that is,compared with individuals with low social exclusion degree,consumers with high social exclusion degree will have higher hoarding tendency.Experiment 2 further proves that the positive effect of social exclusion on consumers’ hoarding tendency is due to the lack of individual’s sense of control.Specifically,social exclusion reduces the individual’s sense of control,which leads to consumers’ tendency to hoard more goods when consuming.Experiment 3 proves that the positive influence of social exclusion on hoarding tendency is regulated by the individual’s self-consciousness.Specifically,compared with the individual with low self-consciousness,consumers with high self-consciousness are more sensitive to the perception of social exclusion and their sense of control decreased even more,so they also show a higher hoarding tendency.更多还原