Research On The Influence Mechanism Of Social Comparative Tendency On Consumers’ Purchase Decision

Driven by the development of the Internet,social and economic development has gradually accelerated.In this process,all walks of life have undergone unprecedented changes.In the consumer market,products are more diversified,and consumer choices are further expanded,so consumers are also facing more and more purchasing decisions.The results of these decisions not only affect consumers’ own consumption needs and interest satisfaction,but also affect the interests of businesses and social development.Based on this,many scholars have carried out corresponding research on the influencing factors of consumer decision-making for hedonic products and practical products,but the influencing factors are mostly external stimuli,and there are relatively few studies on individual characteristics of consumers.But for the consumption decision of hedonic and utility products,it will be influenced by the consumers’ own characteristics and preferences to a large extent.Therefore,it is of great significance to study the influence of consumers’ social comparison tendency on the consumption decision.Based on consumer decision model theory,goal theory,etc.,based on original research,this paper establishes a research framework with social comparison tendency as the independent variable,hedonic and practical products as the dependent variable,and introduces selfaffirmation and consumer the three variables of decision-making style and contradictory attitudes,respectively,examine their moderating effects and mediating effects.The research was carried out by experimental methods,and 4 experiments were designed for verification,and SPSS was used to analyze and process the collected experimental data.The results of the study show that(1)Social comparison tendencies will affect consumers’ consumption decisions on hedonic products and practical products.Consumers with high social comparison tendencies are more inclined to choose hedonic products,while consumers with low social comparison tendencies are more inclined to practical goods.(2)Self-affirmation can adjust the preference of social comparison tendency towards hedonic products and practical product consumption decisions.When consumers make self-affirmation,the influence of social comparison tendency on the consumption decision-making preference of hedonic and utility products is not significant.Without self-affirmation,social comparison tendency has a significant influence on the consumption decision-making preference of hedonic and utility products.(3)Consumer decision-making style and ambivalent attitude play an intermediary role in social comparison propensity and consumer decision-making.The research not only enriches the research on the psychological variable of social comparison tendency in the marketing field,but also connects the variable of contradictory attitude with social comparison tendency,which also provides a new perspective for the study of social comparison tendency.Secondly,the research conclusions also provide suggestions for merchants to promote the sales of different types of products,and at the same time,they can also avoid the risks brought by consumers’ impulsive consumption.