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