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自我知觉对亲社会消费行为的影响——自我矫饰动机的中介作用
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Abstract:
亲社会消费有助于公益事业发展与社会和谐。本研究基于热情–能力模型，围绕自我知觉和亲社会消费的关系，探究自我知觉倾向对亲社会消费意愿的预测作用以及自我矫饰动机在其中的中介解释。采用自我知觉、自我矫饰动机、亲社会消费意愿问卷对451名大学生进行调查，结果得出：不同自我知觉类型的被试亲社会消费意愿不同；从不同维度看，热情自我知觉正向预测亲社会消费意愿，能力自我知觉通过自我矫饰动机中介正向预测亲社会消费意愿。研究丰富了对消费者行为的研究，为亲社会消费营销提供了一定参考。未来，可通过实验法进一步观察变量之间的关系，并纳入其他影响消费行为的因素进行探讨。
Prosocial consumption contributes to the development of public welfare undertakings and social harmony. Drawing on the warmth-competence model, this study explores the predictive role of self- perception tendencies on prosocial consumption intentions and the mediating role of self-presenta- tion motivation. Using a questionnaire survey method, the study administered questionnaires on self-perception, self-presentation motivation, and prosocial consumption intentions to 451 college students. The results indicate that participants with different types of self-perception vary in their prosocial consumption intentions. Specifically, warmth self-perception positively predicts prosocial consumption intentions, while competence self-perception positively predicts such intentions through the mediating effect of self-presentation motivation. This research contributes to the understanding of consumer behavior and provides valuable insights for prosocial consumption marketing. Future studies could further investigate the relationships between these variables using experimental methods and incorporate additional factors that may influence consumer behavior.
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