The Influence Of Gender,Consumption Type And Social Distance On Envy

With the rapid development and popularity of social networks,the way of communication between people has changed significantly.On the social network platform,users can often see their online friends post content about experiential consumption(such as travel experience)and material consumption(such as newly purchased goods).In order to explore whether others' leisure consumption on social network(WeChat)can lead to envy of visitors,and how the consumption type,gender and social distance of visitors can lead to envy.In this study,college students were taken as subjects and the above problems were discussed through two progressive experiments.Experiment 1 was a single-factor design among subjects,and the independent variable was the type of consumption(material consumption vs.experiential consumption),and the dependent variable was the degree of envy.Different types of materials were used to manipulate the type of consumption,and then the envy experienced by the subjects was measured in the form of self-report.The result shows,consumption type can produce an effect to envy degree,the envy degree that experience consumption causes wants significantly higher than material consumption.Further analysis shows that self-correlation plays a mediating role in the effect of consumption type on envy.Experiment 2 mixed design for double factors,the independent variable social distance(vs stranger friend vs acquaintances)for participants in design,gender(male vs female)to design betweensubjects,first of all subjects be divided into two groups according to gender,social distance used name start way manipulation,and then try to be under different social distance measure of envy.The results showed that social distance and gender had significant effects on envy.In the context of experiential consumption,there were significant differences between male and female subjects in their envy of acquaintances and close friends,and women are higher than men.But for strangers,there was no significant difference in envy between men and women.The study came to the following conclusions:(1)Consumption type affects envy through self-correlation,and the degree of envy caused by experiential consumption is stronger than material consumption.(2)The level of envy caused by acquaintances and close friends is higher than that of strangers.