消费者状态自尊对免税产品购买意愿的影响——一个有调节的中介模型

摘要/Abstract

摘要： 文章基于形象一致性理论和独特性需求理论,探讨消费者状态自尊对免税产品购买意愿的影响,剖析独特性需求的中介作用和品牌象征性的调节作用,从而构建了一个有调节的中介模型,并通过两个情景模拟实验展开实证研究。研究结果表明：（1）消费者状态自尊正向影响免税产品购买意愿;（2）独特性需求在消费者状态自尊与免税产品购买意愿的关系中起中介作用;（3）品牌象征性分别正向调节消费者状态自尊对独特性需求和免税产品购买意愿的影响;（4）在高品牌象征性水平下,独特性需求在消费者状态自尊对免税产品购买意愿影响中具有中介作用,在低品牌象征性水平下,独特性需求在以上影响中未发挥中介作用。文章深化了消费者自尊相关理论研究,有助于丰富消费者状态自尊对免税购物行为影响的理论研究视角,同时从需求侧为免税产品营销策略的制定提供决策参考。

关键词: 免税购物, 状态自尊, 购买意愿, 品牌象征性, 独特性需求

Abstract: Based on the theory of identity and the theory of need for uniqueness,this research explored the influence of consumer state self-esteem on their purchase intention of duty-free products and analyzed the mediating role of need for uniqueness and the regulating role of brand symbolism.It constructed a mediator model with regulation and did an empirical research through two situation simulation experiments.The results show that：（1） the state self-esteem of consumers positively influences their purchase intentions of duty-free products;（2） the need for uniqueness plays a mediating role in the relationship between the state self-esteem of consumers and the purchase intention of duty-free products;（3） the influence of brand symbolism on the need for uniqueness positively influence consumers’ intentions to purchase duty-free products;（4） under the high level of brand symbolism,the need for uniqueness plays a mediating role in influencing consumers’ state self-esteem on the purchase intention of duty-free products.This paper deepened theoretical researches on consumer self-esteem and helped to enrich the theoretical perspective of the impact of consumer state self-esteem on duty-free shopping behaviors.It also provided insights from the demand side for duty-free product marketing strategies to provide decision-making reference.

Key words: duty-free shopping, state self-esteem, intention to buy, brand symbolism, need for uniqueness

中图分类号:

F713.55

王立磊, 郭子琪, 胥兴安. 消费者状态自尊对免税产品购买意愿的影响——一个有调节的中介模型[J]. 旅游科学, 2022, 36(3): 91-112.

WANG Lilei, GUO Ziqi, XU Xingan. The Impact of Consumer State Self-esteem on Their Purchase Intention of Duty-free Products：A Mediated Model[J]. TOURISM SCIENCE, 2022, 36(3): 91-112.

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