The Effect of Consumers' Self-Presentation on Luxury Sports Brand Consumption
研究了运动消费者购买奢侈运动品牌的心理机制，发现高自我呈现关注者更倾向购买奢侈品牌，且受目标导向、自我构念和社会比较的中介调节。
Research question This study explored the psychological mechanisms of sport consumers’ decisions to purchase luxury sport brands. Specifically, we examined (1) the impact of sport consumers’ self-presentation concerns on their decision to purchase luxury sportswear brands, (2) the moderating roles of goal orientation and self-construal, and (3) the mediating role of social comparison.Research methods Study 1 examined how self-presentation influences actual luxury sportswear purchase behavior among fitness center members using real purchase data. Three follow-up experimental studies (Studies 2, 3, and 4) employed 2 × 2 between-subjects designs (Study 2: self-presentation priming: high vs. low, brand type: luxury vs. non-luxury; Study 3: chronic self-presentation: high vs. low, goal orientation: affiliation vs. achievement; Study 4: self-presentation priming: high vs. low, self-construal priming: interdependent vs. independent) with Amazon Mechanical Turk participants to test luxury sportswear purchase intentions.Results and Findings Studies 1 and 2 demonstrated that consumers in the high self-presentation group exhibited more favorable purchase intentions toward luxury sportswear brands than those in the low self-presentation group. Value-expressive attitudes (vs. social-adjustive attitudes) drove this relationship. Studies 3 and 4 also supported the idea that consumers with self-presentation concerns were more likely to purchase luxury brands when they had interdependent (vs. independent) self-construal and affiliation goals (vs. achievement). Their intention to purchase luxury brands was also driven by their tendency toward social comparison.Implications The findings shed light on the sport consumer literature through the extended lens of self-presentation theory and offer meaningful implications for brand marketing in the sport industry.