Research On The Influencing Mechanism Of Sense Of Power On Consumer's Variety-seeking Consumption Behavior

Variety-seeking is the general psychology and basic consumption characteristics of consumers in the process of product selection.Enterprises continue to carry out product innovation,and retailers strive to enrich the variety of products they supply,all in order to meet the diverse needs of consumers to the greatest extent.However,for businesses,the variety-seeking behavior of consumers is a complex issue.In the situation where the existing product category remains unchanged,if you want to retain established customers and improve customer loyalty,merchants need to reduce consumers' variety seeking behavior;and for merchants selling new products,they need to do as much as possible.Increase consumer diversity seeking to attract more customers to try and buy.Therefore,based on the popularity of variety consumption in the current market and the challenges it brings to corporate marketing strategies,it is necessary to understand and clarify what factors will affect consumers' variety consumption behavior and its mechanism,so as to better Serving consumers and the consumer market is a key issue that managers and researchers are generally concerned about and need to explore urgently.This paper starts with the psychological characteristics of consumers,and explores the influence of personal power on consumers' variety-seeking consumption behavior.Sense of power refers to an individual's perceived ability to influence and control the behavior of others.Consumers with different power state have different "personality" characteristics,which leads to different consumption preferences of high and low power consumers.Based on this,this study will answer the following questions for consumers' variety-seeking consumption behavior: Does the sense of power have an impact on consumers' variety consumption behavior? If so,what is the direction of this impact? How is its internal mechanism reflected? What are the boundary conditions?The sense of power has an important influence on consumers' consumption psychology and consumption decision-making.In general variety consumption choices,the consumption behavior of consumers with different power status is based on their psychological tendencies.More repeated choices of products that maximize utility for themselves have lower variety consumption pursuits;while low-power consumers are more inclined to make decisions based on their feelings,and obtain more "resources" through the possession of variety products,with a higher pursuit of variety consumption.However,when consumers perceive certain risks and uncertainties in the process of product selection,the psychological needs of consumers will be activated.At this time,low-power consumers will be more cautious in analysis and rational thinking based on the psychology of risk aversion,more choices of products with relatively low perceived risks for them,and less variety purchases;on the contrary,high-power consumers will rely on their own feelings to conduct variety explorations based on their curiosity and risk preference,with higher diversity change consumer-seeking behavior.Based on the above logical thinking,this study proposes a total of 6 research hypotheses.Hypothesis 1 proposes that in general variety consumption choices,high-power consumers have lower variety consumption-seeking behaviors,while low-power consumers have higher variety consumption-seeking behaviors.Hypothesis 2 proposes that relatively speaking,high-power consumers are more inclined to make decisions through rational analysis,while low-power consumers are more inclined to make decisions through feeling.Hypothesis 3 proposes that when consumers make decisions based on their feelings,they have higher variety consumption-seeking behaviors than when they make decisions through rational analysis.Hypothesis 4 proposes that reasons-feelings decision-making mediates the effect of power perception on consumers' variety consumption-seeking behavior.Specifically,in the process of diversifying product choices,high-power consumers are more inclined to make decisions through rational thinking,and have lower variety consumption-seeking behavior;on the contrary,low-power consumers are more inclined to make decisions through feeling,Have high variety-seeking consumption behavior.Hypothesis 5 proposes that perceived risk moderates the effect of power perception on consumers' variety consumption-seeking behavior.Specifically,when there is no perceived risk in consumption choices,low-power consumers have higher variety consumption-seeking behaviors than high-power consumers;and when there are perceived risks in consumption choices,relative to low-power consumers,High-power consumers have higher variety consumption-seeking behaviors.Hypothesis 6 proposes that perceived risk moderates the mediating effect of reasons-feelings decision-making between feelings of power and variety-seeking consumption behavior.Specifically,when there is no perceived risk in consumption choices,compared with low-power consumers,high-power consumers are more inclined to make decisions based on rational analysis(v.feeling),and have lower variety consumption-seeking behavior;When there is a perceived risk in consumption choices,low-power consumers are more inclined to make decisions based on rational analysis(vs.feeling),and have lower diversity-seeking behaviors than high-power consumers.Based on the above 6 hypotheses,this paper is verified by three studies and eight experiments in total.Study 1 verifies the main effect of this paper.Experiments 1 and2 use simultaneous decision-making and sequential decision-making to measure consumers' variety consumption-seeking behavior.It ensures the robustness of the results of the main effect study,and provides an important guarantee for the subsequent testing of mediating effects and moderating effects.The second study verifies the mediating effect of this paper,in which the third experiment first uses questionnaire measurement to explore the relationship between the sense of power and reasons-feelings decision-making,which provides an empirical basis for the subsequent test of the mediating effect.Experiment 4 verified the mediating effect of reasons-feelings decision-making by measuring mediating variables,and ruled out the possible alternative explanation role of sense of control.Experiment 5 once again verified the mediating effect of reasons-feelings decision-making by manipulating mediating variables.Study 3 verifies the moderating effect of this paper.Experiments6 and 7 start from the two dimensions of “uncertainty” of perceived risk decision and the “adverse consequences” that may result from decision-making,by manipulating subjects' familiarity with variety products.The moderating effect of perceived risk is verified in terms of degree and product price.Through theoretical model construction and empirical testing,this paper verifies the impact mechanism of sense of power on consumers' variety consumption behavior,which has important theoretical contributions and management implications.In terms of theoretical contributions,it expands and enriches the research results in the field of sense of power and variety consumption behavior;deepens the research perspective of sense of power in the field of consumer behavior;reveals the role of reasons-feelings decision-making in the relationship between sense of power and variety-seeking consumption The mediating effect between the two;explains the conflict between related researches in the field of variety-seeking consumption.In terms of management enlightenment,carry out precise marketing for consumers with different power status;play the guiding role of reasons versus feelings decision-making in variety-seeking consumption decision-making;use the mechanism of perceived risk to optimize new product marketing strategies.