Zhao Zerui, Huang Lu
Business School, Sichuan University, Chengdu 610065, China.
Behav Sci (Basel). 2024 Mar 4;14(3):203. doi: 10.3390/bs14030203.
Against the backdrop of a global emphasis on supporting local businesses and fostering domestic consumption, this study aims to shed light on the influence of personal values on the intentions behind domestic-product consumption. Drawing from the Schwartz value theory, we explore how values of self-transcendence, which embody benevolence and universalism, versus self-enhancement, characterized by a focus on power and achievement, influence consumer behavior. Utilizing data from the Chinese Social Survey (CSS2021) and a survey of 316 participants, structural equation modeling and Dematel analysis are employed to reveal causal relationships between values and consumption intentions. We reveal a dichotomous impact of these value orientations. Self-transcendence values are found to positively affect domestic consumption intentions by enhancing awareness of consequence and ascription of responsibility, thereby strengthening personal norms. In contrast, self-enhancement values tend to impede these intentions. By integrating the Norm-Activation Model (NAM), this study comprehensively uncovers the unique mechanism through which values activate personal norms and subsequently encourage the consumption of domestic products. It enriches the body of research related to values and domestic consumption and offers pertinent recommendations for promoting local enterprises' products.
在全球强调支持本地企业和促进国内消费的背景下，本研究旨在揭示个人价值观对国内产品消费背后意图的影响。借鉴施瓦茨价值理论，我们探讨体现仁爱和普遍主义的自我超越价值观与以关注权力和成就为特征的自我提升价值观如何影响消费者行为。利用中国社会调查（CSS2021）的数据以及对316名参与者的调查，采用结构方程模型和决策试验与评价实验室分析来揭示价值观与消费意图之间的因果关系。我们揭示了这些价值取向的二元影响。研究发现，自我超越价值观通过提高后果意识和责任归属来积极影响国内消费意图，从而强化个人规范。相比之下，自我提升价值观往往会阻碍这些意图。通过整合规范激活模型（NAM），本研究全面揭示了价值观激活个人规范并随后鼓励国内产品消费的独特机制。它丰富了与价值观和国内消费相关的研究体系，并为推广本地企业产品提供了相关建议。
