Causes of Social Identity Threats and Identity-consistent Product Consumption

• 발행기관: 한국무역연구원
• 저자명: Nak-Hwan Choi Zhuoqi Teng Fanyi Ding
• 간행물 정보: 『무역연구』제14권 제4호, 113~130쪽, 전체 18쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2018.08.23

영문 초록

In view of consumers’ responses to social identity threats, present research aimed at exploring the moderation effects of the extent to which consumers identify with their in-group as causes of inducing social identity threats on symbolic product choice. Using questionnaire data from 572 Chinese students, this study found results as follows. When consumers consider that a threat is caused by an out-group, consumers with high identification with their in-group were more likely to choose the in-group-symbolic product from among the three alternatives, in-group-symbolic product, out-group-symbolic product, and famous brand product, than those with low identification with the in-group. When the threat was considered to be caused by the in-group, consumers with high identification with their in-group were more likely to choose the in-group-symbolic product from among the three products, whereas those with low identification with the in-group were more likely to choose the famous brand product from among the three.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background and Hypothesis Development

Ⅲ. Research Method

Ⅳ. Empirical Investigation

Ⅴ. General Discussion

키워드

Identity-consistent Product Consumption Identification With In-group Social Identity Threat