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传统研究结果表明，个体的消费动机源自其对某种产品或服务的需求。但在现实中，许多消费行为不再仅仅基于某种客观需求产生，而是基于自身某种主观需求，例如消费者心理受到伤害、自我认知出现偏差等，此种情况下产生的消费行为是为了弥补心理缺失或者稳定自我，也就是我们所说的补偿性消费。为何会出现心理缺失或者自我认知失衡？在信息时代飞速发展、社交联结日益方便的今天，人们更容易地感受到来自互联网或者现实中他人的排斥，这种排斥导致人们不能很好的融入社会群体或者与他人建立良好社交关系，从而导致人们心理需求或自我认知受胁，而消费是人们应对受胁的常用方式之一。关于社会排斥对补偿性消费的影响，国外已得出较多有益成果。而关于社会排斥对社会关系补偿消费的影响研究相对匮乏。本研究以这一视角为出发点，讨论社会排斥在社会关系补偿性消费中的作用，以及归属需要的中介作用和自我构念的调节作用，以期为企业实施有效的营销管理实践、促进消费者与补偿性产品的互动提供理论依据。

首先，本文通过梳理归纳国内外有关社会排斥、补偿性消费、归属需要和自我构念的相关研究，以及在需求威胁模型、补偿性消费理论及解释水平理论的理论基础上，提出本文的研究假设并构建理论模型。其次，在结合研究背景基础上，选择社会关系补偿性产品，并通过网络平台发放问卷的方式，进行产品预测试。实证结果显示，选择产品具有补偿社会关系的意义。再次，根据研究背景选择成熟量表并作适当修改，设计出正式调查问卷，并通过网络平台的形式发放问卷，共获得有效问卷242份。使用SPSS23.0软件对数据进行描述性统计与相关分析、信度和效度检验、共同方法偏差检验，最后再利用SPSS23.0中的PROCESS v4.1插件进行假设检验。实证结果表明：（1）社会排斥会提高社会关系补偿性产品的购买意愿和出价水平。（2）社会排斥威胁消费者的心理需求，激发消费者的归属需要，从而正向影响社会关系补偿性消费，具体表现在被排斥者会提高对社会关系补偿性产品的购买意愿和提高对社会关系补偿性产品的出价水平。（3）自我构念对社会排斥与归属需要之间影响的调节作用。具体来说，互依型自我构念正向调节社会排斥对归属需要的影响，独立型自我构念负向调节社会排斥对归属需要的影响。（4）自我构念对社会排斥与社会关系补偿性消费之间影响的调节作用。具体而言，互依型自我构念正向调节社会排斥对社会关系补偿性产品购买意愿和出价水平的影响，独立型自我构念负向调节社会排斥对社会关系补偿性产品购买意愿和出价水平的影响。最后，本文总结了研究结论以及理论意义，并根据研究结果提出如下营销管理建议：（1）企业关注社会排斥与补偿性消费之间的关联机制。（2）企业应注重挖掘产品的社会关系补偿属性。（3）企业应关注消费者的社会心理状态。（4）企业应基于消费者人格特质差异性和导向性采取差异化营销策略。

Traditional research findings suggest that individuals are motivated to consume from their need for a product or service. In reality, however, many consumption behaviors are no longer based on objective needs, but on subjective needs, such as psychological damage, self-perception deviation, etc. In this case, the consumption behavior is to make up for the psychological deficiency or to stabilize the self, which is what we call compensatory consumption. Why is there a psychological deficit or self-perception imbalance? In today's rapidly evolving information age and increasingly convenient social connections, people are more likely to feel rejection from the Internet or from others in reality. This rejection leads to people not being able to integrate well into social groups or establish good social relationships with others, which leads to people's psychological needs or self-perception being threatened, and consumption is one of the common ways people cope with this threat. More useful results on the impact of social exclusion on compensatory consumption have been produced abroad. However, there is a relative lack of research on the impact of social exclusion on the compensatory consumption of social relations. This study takes this as an entry point to explore the effects of social exclusion on compensatory consumption of social relationships, and the mediating role of the need to belong and the moderating role of self-construal, in order to provide a theoretical basis for companies to implement effective marketing management practices and promote consumer interaction with compensatory products.

Firstly, this paper reviews the relevant studies on social exclusion, compensatory consumption, the need for belonging and self-construal at home and abroad, as well as the theoretical foundations of Temporal Need-Threat Model, the theory of compensatory consumption and construal level theory, and puts forward the research hypothesis and constructs the theoretical model in this paper. Secondly, the product was pre-tested by selecting a compensatory product for social relations based on the context of the study, which was distributed through an online platform. The empirical results show that the selection of products with compensatory social relations. Again, a formal questionnaire was designed by selecting the mature scale according to the research context and making appropriate modifications, and the questionnaire was distributed through the online platform, and 242 valid questionnaires were obtained. The data were subjected to descriptive statistics and correlation analysis, reliability and validity tests, common method deviation tests using SPSS 23.0 software, and finally hypothesis testing using the PROCESS v4.1 plug-in in SPSS 23.0. The empirical results show that: First, social exclusion increases the willingness to purchase and the price of socially compensatory products. Second, social exclusion threatens consumers' psychological needs and stimulates consumers' need to belong, thus positively influencing the consumption of socially compensatory products by increasing the willingness to purchase and the level of bids for socially compensatory products. Third, self-construal moderates the effect of social exclusion on the need to belong. Specifically, the interdependent self-concept positively regulates the effect of social exclusion on the need to belong, while the independent self-concept negatively regulates the effect of social exclusion on the need to belong. Fourth, self-construal's regulate the impact of social exclusion on the compensatory consumption of social relations. Specifically, the interdependent self-concept positively regulates the effect of social exclusion on the willingness to purchase and the level of price offered for compensatory social relations products, and the independent self-concept negatively regulates the effect of social exclusion on the willingness to purchase and the level of price offered for compensatory social relations products. Finally, the article summarizes the findings and theoretical implications of the study, and proposes management recommendations based on the findings: First, companies should pay attention to the correlation mechanism between social exclusion and compensatory consumption. Second,  companies should focus on exploring the compensatory attributes of social relations of their products. Third, companies should pay attention to the psychosocial state of consumers. Fourth, companies should adopt differentiated marketing strategies based on the differences and orientations of consumers' personality traits.