Research On The Influence Of Consumers' Future Self-continuity On Conspicuous Consumption Willingness

The discussion of self has been going on for a long time.According to the time dimension,the self can be divided into past self,present self and future self,and the continuity of future self mainly describes the individual's cognition of the continuity and consistency between their present self and future self.Existing studies have shown that future self-continuity has obvious influence on individual consumption behavior.Based on these existing studies and combined with the phenomenon of conspicuous consumption prevalent in China,this paper mainly discusses the influence of future self-continuity of consumers on their willingness to conspicuous consumption and the relevant internal mechanism.Taking future self-continuity as the entry point,this paper proposes a relevant theoretical framework of future self-continuity,self-regulation,conspicuous consumption and time pressure by combining the multi-ego model of cross-time decision-making and self-regulation resource model.Then,combined with the existing research results,this paper proposes three hypotheses.Through experiment 1,this paper verified the main effect of future self-continuity on conspicuous consumption.Through experiment 2,this paper verified the mediating effect of self-regulation on the influence of future self-continuity on conspicuous consumption.Through experiment 3,this paper verified the moderating effect of time pressure on the influence of future self-continuity on conspicuous consumption.Finally,this paper summarizes the main research results and conclusions,and on this basis,discusses some management enlightenment and theoretical enlightenment of this study,and points out the limitations of this study and the direction of future research.