社会排斥与不确定性规避消费偏好：孤独感和控制需求的链式中介

Social Exclusion and Consumer Preference of Uncertainty Avoidance: The Sequential Mediation of Loneliness and Desire for Control

摘要: 在当前经济增速逐步恢复的后疫情时代，人们的消费行为已经不再局限于满足自身的实际需求，也逐渐用于满足自己的心理需求，如遭遇人际关系的挫折后会表现出控制感补偿性消费的行为。社会排斥，作为一种普遍的社会现象，是指个体为他人或某一社会团体忽视或拒绝的状态。近年来有学者逐渐将其纳入营销领域进行研究，然而大多数研究采用网络掷球范式对社会排斥进行操纵，很少考虑消费场景下来自工作人员的社会排斥对消费者造成的影响。本文则采用了更符合实际消费情景的想象范式对社会排斥进行操纵，并探讨工作人员所导致的社会排斥是否会对顾客的不确定性规避消费偏好产生影响，本文提出并验证了孤独感和控制需求为中介的链式模型。

Abstract: In the current post-epidemic era, when economic growth is gradually recovering, people’s consumption behavior is no longer limited to meeting their actual needs, but also gradually used to meet their psychological needs. For example, people will show a sense of control and compensatory consumption behavior after experiencing setbacks in interpersonal relationships. Social exclusion, as a universal social phenomenon, refers to the state when an individual is ignored or rejected by others or a social group. In recent years, some scholars have gradually incorporated it into the field of marketing research. However, most researches adopt the cyber ball paradigm to manipulate social exclusion, and rarely consider the impact of social exclusion from staffs on consumers in the real consumption scenario. This paper uses an imaginary paradigm more in line with actual consumption scenarios to manipulate social exclusion, and discusses whether social exclusion caused by staff will have an impact on customers’ uncertainty avoidance consumption preference. This paper proposes and verifies a sequential model mediated by loneliness and desire for control.