A Study On The Relationship Between Body Image And Consumers' Need For Uniqueness

Consumers,need for uniqueness refers to the need of individuals to express their unique images by consuming unique products.It is an important topic in the research of consumer behavior and one of the most commonly used marketing elements in marketing practice.In the past,the use of consumers' need for uniqueness was heavily concentrated on consumption scenarios related to appearance and image.Previous research has found that body image can influence consumption related to uniqueness.But what the relationship is between body image and consumers' need for uniqueness is still in the exploratory phase.This study aims to answer three questions.What impact does consumers' body image have on consumers' need for uniqueness?Can body image influence consumers'preference for unique products?How does body image influence the three dimensions of consumers' need for uniqueness?Based on social comparison theory,this study discusses these above issues to explore the mechanism of body image and consumers'need for uniqueness.This study adopts the questionnaire method to carry out research.Through the two dimensions of body image-appearance evaluation and the appearance orientation,it analyzes how appearance evaluation and appearance orientation influence consumers'need for uniqueness.Afterwards,several group products are supplied to test the influence of body image on consumers' preference to unique products.The conclusions of this study show that:Firstly,appearance evaluation and appearance orientation have a significant positive influence on consumers' need for uniqueness.Secondly,body image can influence consumers' preference to unique products.Finally,appearance evaluation and appearance orientation influence consumers' need for uniqueness in different ways.Finally,this study proposes suggestions for further study of body image and consumers' need for uniqueness and the use of consumers' need for uniqueness in marketing practice.