Abstract

In the age of social media, consumers are constantly exposed to idealistic images of others arousing social-related emotions such as envy. Yet, very little is known about the effects of envy on purchase intention. Our pilot study and experiment investigated the effects of Facebook envy on purchase intent involving female Facebook users, aged 18–25 years. The pilot study and experiment manipulated the envy subtypes (benign and malicious). A serial mediation model via two mediators to purchase intent was then tested. It tested the persuasion pathway via attitude towards the brand user (human-related social effect) and via the brand (brand-related effect). Results indicated that the human-related social effect was stronger than the brand-related effect. Further analysis into product types (body-related vs non-body-related) found that not all products induce invidious reactions. The effects were only present for the body-related products.

抽象的

在社交媒体时代，消费者不断暴露于其他人的理想主义形象，这引起了诸如嫉妒之类的与社会相关的情绪。然而，关于嫉妒对购买意愿的影响知之甚少。我们的试点研究和实验研究了Facebook嫉妒对18至25岁女性Facebook用户的购买意愿的影响。初步研究和实验操纵了嫉妒的亚型（良性和恶意）。然后测试了通过两个调解员购买意向的串行调解模型。它通过对品牌用户的态度（与人相关的社会效应）和通过品牌（与品牌有关的效应）测试了说服途径。结果表明，与人相关的社会效应要强于与品牌相关的效应。对产品类型（与身体有关与与非身体有关）的进一步分析发现，并非所有产品都会引起令人讨厌的反应。该效果仅存在于与身体相关的产品上。