自我认同对地位消费行为意愿的双路径影响机制研究
Research on the Formation Mechanism of Self Identity’s Dual-Path Effects on Status Consumption Behavior Intention

摘要 以自我认同为研究视角，关注自我认同提升和自我认同威胁两种情境，检验自我认同提升和自我认同威胁影响地位消费的内在作用机制。先后设计了4个实验，对自我认同与地位消费间的关系进行检验。实验一发现自我认同提升和自我认同威胁均对地位消费具有正向的影响。实验二证明了自我认同提升通过维持性自我赠礼动机影响地位消费。实验三证明了自我认同威胁通过补偿性自我赠礼动机影响地位消费。实验四更换了被试群体和实验材料，对前3个结论进行了再验证。
This research takes self-identity as the research perspective, divides the situations of status consumption into self-identity promotion and threat, and tests the effects of self-identity promotion and self-identity threat on status consumption. Four experiments are designed in this study, Experiment 1 shows that both self-identity promotion and self-identity threat have positive effect to status consumption. Experiment 2 shows that self-identity promotion affects status consumption through the mediation of sustaining self-gift motivation. Experiment 3 shows that self-identity threat affects status consumption through the mediation of compensatory self-gift motivation. Experiment 4 reexamines the result with different participants and different materials