品牌研究Issue(3)：51-58,8.
权力感对独特性消费行为的影响及机制研究
The Effect of the Sense of Power on Unique Consumption
摘要
Abstract
This article aims to investigate the effect of the sense of power on the unique con⁃sumption. To test the research hypothesis, this article uses hierarchical regression and grouping regression on 230 valid sample data. The results show that, the consumers with high power are more inclined to have a higher purchase intention to unique products; the need for uniqueness plays a mediating role in the effect of power on unique consumption; this power effect only ex⁃ists in non-luxury goods-the type of products plays a moderating role. Finally,the implications, limitations and directions for future research are provided .关键词
权力感/独特性需求/独特性消费/产品类型Key words
The sense of power/Unique need/Unique consumption/Product type分类
管理科学引用本文复制引用
王春晓,刘润刚..权力感对独特性消费行为的影响及机制研究[J].品牌研究,2016,(3):51-58,8.基金项目
南京大学研究生科研创新基金项目（2014CW04）；浙江省自然科学基金项目 （）
