The Influence Of Social Exlusion On Consumers' Willingnness To Pay For Luxury Goods

In recent years,the concept of face has attracted much attention in the field of marketing,especially in the area of luxury consumption.Impression management theory believes that individuals are more concerned about losing face because of their improper behavior,thereby damaging their image in others' minds,compared with efforts to flaunt their identity and status to win their face.The study showed that social exclusion from luxury sales staff would enhance consumers' willingness to buy luxury goods.On the basis of previous studies,this paper further explored the role mechanism of the face under the Asian culture in this process.Through the study,we found that the difference treatment from luxury salesmen stimulated consumers' purchase intention,and at the same time,perceived face threat could play a complete mediating role in this process.The research further found that the consumption situation,the relationship intensity of the companions and the self-construal level of the individual would be regulated by the perceived face threat in this process.Specifically,compared to shopping alone,when shopping with friends,facing the difference treatment from the luxury salesmen,the individual's perceived face threat would be enhanced,and then the consumers' purchase intention would be enhanced(experiment two).Compared to intimate relationship partner,such as parents,spouses,close friends,when shopping with distantly related partner,such as colleagues,bosses,the sales staff's attitude would stimulate perceived face threat,then enhanced the individual's willingness to pay(experiment three).In addition,when shopping with distantly related partner,compared with self-independent individuals,self-dependent individuals would enhance the perceived face threat and purchase intention when facing the difference of salesmen,(Experiment four).