ABSTRACT

This study applied self-enhancement construct, enhancing self-concepts as inner and egoistic value, to investigate whether luxury value serves to enforce or reinforce luxury air travelers’ self-enhancement, and examine how face consciousness influences the relationships between self-enhancement and behavioral intentions. Air travelers who had experienced fully charged first-class seats participated in the survey and the data were analyzed. The results demonstrate four factors of luxury value significantly influence first-class air travelers’ self-enhancement. Additionally, first-class air travelers’ self-enhancement increases not only loyalty to first-class but also willingness to pay more, and the effect varied according to the level of passengers’ face consciousness.

摘要

这项研究运用自我增强构造，增强了作为内在价值和自我价值的自我概念，以研究奢侈品价值是否有助于增强或增强豪华航空旅客的自我增强，并研究面部意识如何影响自我增强与行为之间的关系。意图。体验了完全收费的头等舱座位的航空旅行者参加了调查，并对数据进行了分析。结果表明，奢侈品价值的四个因素显着影响了头等舱旅客的自我提升。此外，头等舱旅客的自我增强功能不仅可以提高对头等舱的忠诚度，还可以提高自己的支付意愿，其效果会根据乘客的面部意识水平而有所不同。