Yuan Wei, Gong Shuying, Gao Jun
School of Business Administration, Hubei University of Economics, Wuhan, China.
College of Business, Shanghai University of Finance and Economics, Shanghai, China.
Front Psychol. 2021 Oct 28;12:741006. doi: 10.3389/fpsyg.2021.741006. eCollection 2021.
Family conspicuous consumption behavior is affected by many factors. Existing pieces of literature seldom focus on the impact of house demolition on family conspicuous consumption and its underlying mechanism. Based on the mental accounting theory and conservation of resources theory, this study uses the micro-data of the 2011 China Household Finance Survey to empirically examine the relationship between house demolition and family conspicuous consumption. Robustness results suggest that house demolition positively affects household conspicuous consumption, which is not only reflected in the overall consumption level but also in the level of average consumption. Further analysis finds that household wealth and materialism value have a significant positive moderating effect on the relationship of the main effect. In addition, in order to clarify the relationship between conspicuous consumption and luxury consumption, this study finds that conspicuous consumption and luxury consumption are not completely equivalent through in-depth theoretical analysis and exploratory investigation. There are similarities in both consumption motivation and pattern, but with differences on consumer subject and object. The contribution of this research is to enrich the theory of decision-making in consumer behavior, which also has certain significance in deepening the understanding of the relationship between conspicuous consumption and luxury consumption.
家庭炫耀性消费行为受多种因素影响。现有文献很少关注房屋拆迁对家庭炫耀性消费的影响及其潜在机制。基于心理账户理论和资源守恒理论，本研究利用2011年中国家庭金融调查的微观数据，实证检验房屋拆迁与家庭炫耀性消费之间的关系。稳健性结果表明，房屋拆迁对家庭炫耀性消费有正向影响，这不仅体现在总体消费水平上，也体现在平均消费水平上。进一步分析发现，家庭财富和物质主义价值观对主效应关系有显著的正向调节作用。此外，为了厘清炫耀性消费与奢侈性消费之间的关系，本研究通过深入的理论分析和探索性调查发现，炫耀性消费与奢侈性消费并不完全等同。二者在消费动机和模式上存在相似之处，但在消费主体和客体方面存在差异。本研究的贡献在于丰富了消费者行为决策理论，对深化理解炫耀性消费与奢侈性消费之间的关系也具有一定意义。
