| Social exclusion is a common phenomenon in people’s daily life,which has a profound impact on individual psychological state and behavior tendency.In the field of marketing,previous studies have revealed the role of social exclusion in consumer behavior and product selection,and mentioned that social exclusion will seriously threaten people’s sense of belonging and affect consumer behavior.In the context of the accelerating pace of social life and the increasing scale of population flow,people are more likely to feel social exclusion.When faced with the threat of social exclusion,what reaction will consumers have and what changes may happen to their attitude towards their hometown brands? The systematic research on this problem in the existing literature is not enough.For this reason,this paper constructs a research model with social exclusion as the independent variable,consumer’s willingness to consume home brand as the dependent variable,attribution demand as the intermediary variable,social distance and home brand type as the regulating variable,and discusses the impact mechanism of social exclusion on home brand’s willingness to consume.The research results of four inter-group experiments show that:(1)social exclusion will increase consumers’ willingness to consume home brands.(2)In the impact of social exclusion on consumers’ willingness to consume their home brands,the need for attribution plays a mediating role,that is,social exclusion will increase consumers’ need for attribution and then promote their willingness to consume their home brands.(3)Social distance plays a moderating role in the impact of social exclusion on home brands consumption intentions.Specifically,although experiencing social exclusion will increase consumers’ demand for belonging and willingness to consume their home brands regardless of social distance,this effect will be stronger when consumers experience social exclusion in close proximity.(4)The type of home brand plays a moderating role in the impact of social exclusion on home brands consumption intentions.Specifically,although the experience of social exclusion will increase consumers’ belonging needs and willingness to consume their home brand,whether the type of home brand is agricultural product brand or non-agricultural product brand,when the home brand is agricultural product brand,consumers’ willingness to consume their home brand will be stronger.With social exclusion as the starting point,this study focuses on consumers’ willingness to consume their home brands,explores the relationship between social exclusion and their willingness to consume their home brands and the potential impact mechanism,enriches the research on social exclusion in the marketing field,expands the research on compensatory consumption caused by the threat of belonging to consumers,and validates new situational factors that can promote consumers’ consumption of their home brands.In addition,this study also explored the regulatory factors of the impact mechanism of social exclusion,enriched the relevant research on social distance,and finally revealed the impact of home brand types on consumer willingness to consume,and enriched the relevant research on the brand value of agricultural products. |
