Sharing luxury consumption on social media platforms: Motive inferences and downstream consequences

IF 4.4 3区 管理学 Q2 BUSINESS
Yan Wang, Lin Liu, Bingjie Liu, Jiaying Dai
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引用次数: 0

Abstract

Individuals are increasingly sharing their consumption activities on social media platforms. However, the inferences people draw from consumption posts are understudied. Three studies showed that observers infer more self-presentational motives and less self-expressive motives when they see others post their luxury (vs. nonluxury) consumption on social media. The attributions of more self-presentational motives and less self-expressive motives lead observers to perceive the poster as inauthentic and undermine the observers' interpersonal interest in the poster. The negative effects of posting luxury consumption are attenuated when the post content emphasizes competencies (vs. wealth). This work contributes theoretically to the research on self, signaling, and social inferences. The current findings have practical implications for social media users and marketers of luxury products.

在社交媒体平台上分享奢侈品消费:动机推断和下游后果
越来越多的人在社交媒体平台上分享他们的消费活动。然而,人们从消费帖子中得出的推论却未得到充分研究。三项研究表明,当观察者看到他人在社交媒体上发布奢侈品(与非奢侈品)消费时,他们会推断出更多的自我展示动机和更少的自我表达动机。自我展示动机较多和自我表达动机较少的归因导致观察者认为海报不真实,并削弱了观察者对海报的人际兴趣。当海报内容强调能力(而非财富)时,张贴奢侈品消费的负面影响就会减弱。这项研究在理论上有助于对自我、信号传递和社会推论的研究。目前的研究结果对社交媒体用户和奢侈品营销人员具有实际意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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