工商管理学院知识库

补偿性消费是消费者自发的一种消费方式，在社会营销中普遍存在，并逐渐得到学者的关注。尽管以往研究从社会关系的角度，对补偿性消费的形成因素进行了大量探讨，但忽略了社会关系中同侪的作用。随着互联网络技术的发展，人与人之间的交流方式发生变化，当前的网络技术将松散的人际关系变得紧密起来，个体与个体间，个体与同侪圈层间的交流变得更为密集，消费者的消费行为也会在社交互动中受到同侪潜移默化的影响。在社会活动中，个体与同侪进行互动会无意识的进行比较，在与优秀的同侪进行向上比较的过程中会感受到自身处于劣势，并感受到压力，同时个体会产生想要摆脱压力状态的强烈动机。压力应对理论认为，个体在不同情景中对压力应对措施有不同的偏好。在消费情境中，消费者将采取消费措施应对和补偿自身的负面心理状态，并维持自我稳态。因此，一个值得探讨的问题是：当消费者感受到同侪压力之后，将如何对消费者补偿性消费行为的偏好产生影响。为了研究上述问题。本文引入相对剥夺感和控制感两条心理路径作为探究消费者补偿性消费偏好的中介机制，以便更清晰的阐明消费者的补偿性消费偏好。

同时引入个体与同侪间的心理距离作为边界机制，衡量消费者与同侪间交互程度，较为全面的回答了个体与同侪在不同的心理距离下，消费者受到同侪压力后的补偿性消费选择问题。具体而言，本研究依据消费者的不同类型，通过两条路径来解释补偿消费偏好。一方面，对心理距离更近的消费者来讲，本研究设计“同侪压力——相对剥夺感——社会关系补偿性消费”的研究逻辑。另一方面，对心理距离更远的消费者来讲，本研究设计“同侪压力——控制感——控制感补偿性消费”的研究逻辑。因此，本研究建立一个，将相对剥夺感和控制感作为中介机理，消费者与同侪间的心理距离为调节机制的解释模型，并且针对此模型提出五条假设。在实证研究部分，本研究运用线上问卷的调查方法，通过对503位消费者进行调查，研究发现：第一，当消费者的相对剥夺感增加时，会增加对社会关系类型补偿性消费的偏好；第二，当消费者的控制感减少时，会增加对控制感类型补偿性消费的偏好；第三，消费者与同侪间的心理距离远近对消费者受到同侪压力后产生的心理感受具有强化作用，即随着消费者与同侪间的心理距离增近，其产生相对剥夺感的心理感受越明显，随着心理距离渐远，其产生控制感威胁的心理感受越明显。

总之，通过同侪压力对消费者补偿性消费的影响机制研究，本文拓展了补偿性消费行为的前因研究。同时，本文系统的构建了同侪压力影响消费者补偿性消费偏好的心理机制，从消费者个体和群体视角搭建心理因素的解释框架，较为详细的回答了同侪压力下，消费者补偿性消费行为的偏好问题。在现实营销情景中，本文能够帮助企业从同侪的视角重新调查市场，从而更好为消费者提供个性化服务。

Compensatory consumption is a spontaneous way of consumption by consumers, which is prevalent in social marketing and has gradually gained the attention of scholars. Although previous studies have explored the formation factors of compensatory consumption a lot from the perspective of social relations, the role of peers in social relations has been neglected. With the development of Internet technology, the way of communication between people has changed, and the current network technology has made the loose interpersonal relationship close, and the communication between individuals and individuals, and between individuals and peer circles has become more intensive, and the consumer's consumption behaviors will be influenced by the subtle influence of peers in the social interaction. In social activities, individuals will unconsciously compare themselves with their peers, and in the process of upward comparison with superior peers, they will feel inferior and feel pressure, and at the same time, individuals will have a strong motivation to get rid of the pressure state. Stress coping theory suggests that individuals have different preferences for stress coping measures in different scenarios. In consumption situations, consumers will take consumption measures to cope with and compensate for their negative psychological state and maintain self homeostasis. Therefore, a question worth exploring is how consumers' preference for compensatory consumption behaviors will be affected when they feel peer pressure.

In order to investigate the above question. This paper introduces two psychological pathways, relative deprivation and control, as mediating mechanisms to explore consumers' compensatory consumption preferences, in order to elucidate consumers' compensatory consumption preferences more clearly. At the same time, the psychological distance between individuals and peers is introduced as a boundary mechanism to measure the degree of interaction between consumers and peers, which provides a more comprehensive answer to the question of consumer's compensatory consumption choices after being pressurized by peers under different psychological distances between individuals and peers. Specifically, this study explains compensatory consumption preferences through two paths based on different types of consumers. On the one hand, for consumers who are closer to their peers, this study designs the research logic of "peer pressure - relative deprivation - compensatory consumption of social relations". On the other hand, for consumers who are more distant, the research design is based on the logic of "peer pressure - sense of control - compensatory consumption of sense of control". Therefore, this study establishes an explanatory model in which relative deprivation and control are the mediating mechanisms and psychological distance is the regulating mechanism, and proposes five hypotheses for this model. In the empirical research section, this study uses an online questionnaire to survey 503 consumers and finds that: first, when consumers are affected by relative deprivation, they will increase their preference for compensatory consumption of the type of social relationship; second, when consumers are threatened by a sense of control, they will increase their preference for compensatory consumption of the type of sense of control; third, psychological distance between consumers and their peers will increase their preference for compensatory consumption of the type of peer pressure; and third, psychological distance between consumers and their peers will have a significant impact on their preference for compensatory consumption of the type of peer pressure. Third, the psychological distance between consumers and their peers has a reinforcing effect on the psychological feelings generated by peer pressure, i.e., as the psychological distance between consumers and their peers gets closer, the more pronounced are the psychological feelings of relative deprivation, and as the psychological distance gets farther away, the more pronounced are the psychological feelings of threatened sense of control.

In conclusion, through the research on the influence mechanism of peer pressure on consumers' compensatory consumption, this paper expands the antecedent research on compensatory consumption behavior. At the same time, this paper systematically constructs the psychological mechanism by which peer pressure affects consumers' preference for compensatory consumption, builds an explanatory framework of psychological factors from the perspectives of individual consumers and groups, and answers the question of consumers' preference for compensatory consumption behaviors under peer pressure in a more detailed way. In real marketing scenarios, this paper can help companies to re-investigate the market from the perspective of peers, so as to provide better personalized services to consumers.