The Relationship between Social Comparison Tendency and Conspicuous Consumption: The Mediating Role of Self-Concept Clarity

为明确社会比较倾向对炫耀性消费的作用机制，本研究建构了一个有中介的作用的模型，重点考察了自我概念清晰性在两者关系中的中介作用。本研究共选取被试229名，采用问卷调查法对社会比较、自我概念清晰性及炫耀性消费进行调查。结果显示：1) 在控制性别、年龄，文化程度，户籍及是否独生后，社会比较倾向对炫耀性消费有显著的正向预测作用；2) 自我概念清晰性能够在社会比较和炫耀性消费的关系中起中介作用。To clarify the mechanism of social comparative tendency on conspicuous consumption, this study constructs a model with an intermediary role, focusing on the mediating role of self-concept clarity in the relationship. A total of 229 subjects were selected in this study to investigate social comparison, self-concept clarity and conspicuous consumption. The results show that: 1) After controlling gender, age, culture, household registration and independence, social comparison had a significant positive prediction effect on conspicuous consumption; 2) Self-concept clarity can play an intermediary role in the relationship between social comparison and conspicuous consumption.