摘 要

随着虚拟技术的发展，虚拟社区与虚拟商品越来越得到互联网企业的青睐与投资，并且虚拟产品的销售成为了不少公司主要的利润来源，虚拟社区亦越来越受学者关注。企业可以根据本研究结果对不同类型虚拟产品进行资源调配，且通过制定一定的营销策略使信号发出者的炫耀性消费对潜在消费者进行信号刺激而激发潜在市场便是本文的现实意义所在。

目前学者们大多以虚拟品牌社区为主要场景对虚拟品牌建设、消费者行为及内因素及二者之间的关系进行讨论，而以虚拟产品作为讨论基石的研究较少，由此会导致过于关注虚拟社区建设而忽略了产品本身属性的分析与探究。在炫耀性消费上，学者们大多从炫耀性消费的信号发出者视角出发，对于其对信号接收者的作用影响探究的却较少，其与冲动性购买二者之间的联系与相互影响在学术界被讨论的并不多，本课题研究对于二者之间的联系可以做出理论上的贡献。本文以实验实证研究的方法，设置有/无炫耀性消费信号刺激的情境实验探究在虚拟产品中，社会中炫耀性消费信号刺激对信号接收者冲动性购买行为的影响。为了探究其内部作用机制，涉入度作为购买冲动的调节变量，选用自我差异、购买冲动作为中介变量。

本文通过多重线性回归分析、方差分析、独立样本T检验等方法分析回收有效的545份实验数据，验证得出结论，消费者会因受到他人的炫耀性消费信号刺激而产生冲动购买，且接受到信号刺激后，会产生自我差异感知，由于自我补偿机制，在涉入度的调节下产生购买冲动，最后引发冲动性购买行为。且这个效应作用在不同类型的虚拟产品上存在差异。

关键词：虚拟产品；炫耀性消费；冲动性购买；自我差异

Abstract

At present, most scholars take the virtual brand community as the main scene to discuss the construction of virtual brand, consumer behavior, internal factors and the relationship between them, while few studies take the virtual product as the cornerstone of the discussion. Most of the scholars from the perspective of signal of conspicuous consumption, for its effect on the signal receiver to explore is less, the impulsive purchase and the relation and mutual influence between them are discussed in academia is not much, this topic research for the contact between them can make a theoretical contribution. In the aspect of conspicuous consumption, most scholars start from the perspective of the signal sender of conspicuous consumption, but they seldom explore the effect of conspicuous consumption on the signal receiver. The relationship and interaction between conspicuous consumption and impulsive purchase are not much discussed in academic circles. Based on the method of empirical research, this thesis sets up a situational experiment with or without conspicuous consumption signal stimulation to explore the impact of conspicuous consumption signal stimulation on the impulsive purchase behavior of signal receivers in virtual products. In order to explore its internal mechanism, involvement degree is used as the moderating variable of purchase impulse, and self difference and purchase impulse are used as the mediating variables. In this thesis, a total of 727 questionnaires with 545 effective questionnaires, through multiple linear regression analysis, variance analysis, independent sample T test method validation, concluded that consumers will be conspicuous consumption signal stimulation by others impulse buying, and receive the signal stimulation, can produce self perception difference, due to the self compensation mechanism, the degree of involvement in purchase under the regulation of impulsive, finally lead to impulse buying behavior. According to the results of this study, enterprises can allocate resources for different types of virtual products, and stimulate the potential market by making certain marketing strategies to make the signal sender's conspicuous consumption stimulate the signal of potential consumers, which is the practical significance of this thesis.

Key words: virtual products; Conspicuous consumption; Impulse buying; Self difference

目录

摘要 I

Abstract II

第1章 绪论 1

1.1研究背景与目的意义 1

1.2国内外研究述评 2

1.2.1虚拟产品国内外研究述评………………………………………………………………………..2

1.2.2炫耀性消费国内外研究述评…………………………………………………………………….2

1.2.3冲动性购买国内外研究述评…………………………………………………………………….3

1.3研究内容和方法 4

1.3.1研究内容……………………………………………………………………………………………………4

1.3.2研究方法……………………………………………………………………………………………………4

第2章理论基础与研究假设 6

2.1相关概念 6

2.1.1虚拟产品……………………………………………………………………………………………………6

2.1.2炫耀性消费……………………………………………………………………………………………….6

2.1.3冲动性购买……………………………………………………………………………………………….7

2.1.4自我差异…………………………………………………………………………………………………...7

2.1.5涉入度……………………………………………………………………………………………………….8

2.2理论基础 9

2.2.1 M-R模型…………………………………………………………………………………………….….….9

2.2.2基于自我完善理论的Dittmar模型……………………………………………………..……9

2.2.3补偿理论………………………………………………………………………………………………….10

2.3研究假设 11

2.3.1炫耀性消费信号接收刺激与冲动性购买的关系假设……………………………11

2.3.2涉入度水平的调节作用………………………………………………………………………….11

2.4概念模型 12

第3章 研究设计与变量测定 13

3.1 样本选择 13

3.2 测量工具 13

3.3 实验设计 16

第4章 数据处理与结果分析 17

4.1描述性统计分析 17

4.2 信度与效度分析 18

4.2.1信度分析………………………………………………………………………………………………….18

4.2.2效度分析………………………………………………………………………………………………….18

4.3相关分析 19

4.4假设检验 21

4.4.1炫耀性消费信号刺激对冲动性购买的影响……………………………………………21

4.4.2炫耀性消费信号刺激对自我差异的影响……………………………………………….22

4.4.3自我差异对购买冲动的影响…………………………………………………………………..23

4.4.4购买冲动对冲动性购买的影响………………………………………………………………24

4.5中介作用 25

4.6涉入度的调节作用 28

第5章 总结与展望 32

5.1 研究结论 32

5.2 创新点 32

5.3 研究展望 33

参考文献 34

附录 36

附录A 调查问卷 36

附表A1 购买冲动测量量表……………………………………………………………………………37

附表A2 冲动性购买测量量表………………………………………………………………………..38

附表A3 涉入度测量量表………………………………………………………………………………..38

附表A4 理想自我测量量表……………………………………………………………………………39

附表A5 理想自我测量量表……………………………………………………………………………40

附录B 实验情景刺激图 42

附B1有/无炫耀性消费信号刺激图组…………………………………………………………….42

致谢 43

第1章 绪论

1.1研究背景与目的意义

1.研究背景

近年来，各种线上平台，虚拟品牌社区纷纷出现，虚拟产品纷纷现世，如腾讯QQ会员及钻石贵族系列，斗鱼贵族身份及各大游戏平台产品等等。截止至2019年6月， 14亿中国人口中有8.54亿的网民，占总数的61%，在移动互联网时代，消费者在线上的消费也日益增多，常能看到消费者对虚拟产品进行冲动性消费现象。研究虚拟产品炫耀性消费对消费者冲动购买的影响可以为企业设计最合理的虚拟产品体系提供参考意见，同时将炫耀性消费与冲动性消费二者之间的关联提供理论贡献。