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Related Experiment Video

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Is Conspicuous Consumption Influenced by Cyber-Ostracism? A Moderated Mediation Model.

Chonghuan Xu1,2,3,4, Guoqiang Yang2, Yajuan Wang1,2,3,4

  • 1Modern Business Research Center, Zhejiang Gongshang University, Hangzhou 310018, China.

Behavioral Sciences (Basel, Switzerland)
|January 20, 2023
PubMed
Summary
This summary is machine-generated.

Cyber-ostracism on social media significantly increases conspicuous consumption by diminishing consumers' sense of control. High social media use intensity weakens this effect, while implicit personality influences the link between control and consumption.

Keywords:
conspicuous consumptioncyber-ostracismimplicit personalitysense of controlsocial media use intensity

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Area of Science:

  • Consumer Psychology
  • Social Media Studies
  • Behavioral Economics

Background:

  • Cyber-ostracism, a prevalent issue in social media, can impact consumer behavior.
  • Compensatory control theory provides a framework for understanding responses to perceived loss of control.

Purpose of the Study:

  • To investigate the influence of cyber-ostracism on conspicuous consumption.
  • To examine the mediating role of sense of control in this relationship.
  • To explore the moderating effects of social media use intensity and implicit personality.

Main Methods:

  • Survey research with 407 social media users in China.
  • Statistical analysis to test mediation and moderation hypotheses.

Main Results:

  • Cyber-ostracism positively correlates with conspicuous consumption.
  • Sense of control mediates the relationship between cyber-ostracism and conspicuous consumption.
  • Social media use intensity negatively moderates the cyber-ostracism-control link; implicit personality moderates the control-consumption link.

Conclusions:

  • Understanding the psychological mechanisms behind conspicuous consumption in the digital age is crucial.
  • Findings offer insights for developing targeted interventions to promote healthier consumption habits online.