| Many people have experienced loneliness,so will loneliness have a certain impact on consumer behavior? In this study,we distinguished between loneliness and isolation,and set isolation as a control variable.Based on the compensatory consumption theory and regulatory focus theory,we explored the effects of loneliness on material consumption preference,and the underlying psychological mechanism: the moderating role of social support,the mediating role of belonging needs and the regulatory role of regulatory orientation.Main conclusions acquired from five experiments are as follows:(1)Loneliness significantly promotes consumers’ material consumption preference,while isolation has no significant impact.(2)Perceived social support regulates the influence of loneliness on material consumption preference.Compared with individuals with higher perceived social support,loneliness of those with lower perceived social support the of individuals promotes their material consumption preference.(3)Belonging needs mediate the influence of loneliness on material consumption preference;loneliness elevates the belonging needs of consumers,which further foster material consumption preference.(4)Adjustment orientation regulates the mediating effect of belonging needs on loneliness and material consumption(a mediating model with regulation).For individuals with promote orientation,loneliness affects the material consumption preference through belonging needs,while for the individuals with prevent orientation,loneliness does not affect their belonging needs.This study enriches research on loneliness in the field of consumer psychology,and provides some reference for the enterprises to develop products that meet the preference of lonely people. |
