Research About Influence Of Power Sense On Experiential Purchases' And Material Purchases' Intention And Its Mechanism

The researches on experiential purchases and material purchases origins from the field of consumer economics.This dispute has gradually become a research hots topics in the field of consumption in recent years.Experiential purchases refer to the consumption behavior that an individual takes in order to obtain a certain kind of life experience,and the material purchases refer to the purchase behavior performed in order to occupy a certain commodity.Based on the theory of level of interpretation,this study proceeded from the different states of individual power,explored the relationship between power sense and purchases types through three consecutive experiments and looked for the underlying causes or mechanisms.At the same time,The regulatory variables of this relationship has also been analyzed.This article contains three sub-studies totally.Study 1(N = 99)initiated the subject's level of sense of power through the use of memorizing transcripts,meanwhile borrowed from Gilovich's 20 consumer-materials to explore the relationship between individual power sense and purchases type-choices;Study 2(N = 95)successfully initiated the level of power and sense of authority of the subjects through role-playing method,and also discussed the mediation mechanism of the relationship between subjects' power sense and purchases types by referring to Aaker's processing fluency material;Study 3(N=109)initiated the different states of power of the participants using role-playing method,and activated some of the subjects' other goals.Its purpose is to explore the regulatory variables that can affect the relationship between individual's sense of power and purchase type choice.The experiment of this study draws these following conclusions:Individual differences of power sense can affect the choice of purchases type.That is,compared with those under the state of low power,people with high power-sense have a greater tendency to choose purchasing experience(vs purchasing material);The impact of the individual's sense of power on the choice of purchases types is mediated by its processing fluency.That is,individuals with high power-sense have higher processing fluency in experience purchases type(vs material purchases),while those with lower power-sense generate higher fluency under material purchases(experiential purchases);The relationship between high power-sense and experiential purchases has been influenced by the others-oriented goals.That is,when the individual's others-oriented goal is activated,the willingness of high-power people to purchase experience will be reduced and the willingness to buy physical objects will increase.However,the willingness of low-power consumers under the two types of purchases has not changed significantly.The results of this paper can provide the necessary theoretical support for marketing strategy and product development direction of enterprises.For enterprises to develop future projects or product research and development direction,the status of the target customers can be based on the state of the power sense in the R & D project products targeted to add experience or in-kind attributes to increase the target appeal.Second,for the existing business projects,enterprises' product marketing should base on the experience of the project itself or the physical properties of the product itself,do a good job of diversion of target customers,but also in the slogan to add appropriate to stimulate the level of customer power Statement,designed to adjust consumer preferences and projects or products match.