In joint consumptions, people often make consumption decisions for their respective groups, where chosen products or services are jointly shared by the members of their groups. Although the phenomena of joint consumptions appear commonly in real life, the literature of consumer behaviors has mainly focused on choices for the self instead of choices for others. This paper focuses on identifying the influence of personality on consumer choices for others. Specifically, it studies the relationship between sociability and consumption choice for a group by examining the mediation role of sensemaking process (i.e., information and feedback seeking) and the moderated mediation role of interdependent self-construal. Our results show that individuals high on sociability are more likely to engage in group-oriented consumption decision making, while obtaining social satisfaction; such effects tend to be achieved via information and feedback seeking, as a channel of sensemaking. And, the influence of sensemaking is stronger for individuals who are low in interdependent self-construal. This research contributes to the consumer-behavior literature by examining individual differences and provides practical insights for managers, decision makers and marketers.

中文翻译：

---

群体消费者选择的社交性和相互依赖的自我建构：一个有调节的中介模型

在联合消费中，人们往往为各自的群体做出消费决策，选择的产品或服务由群体成员共同分享。虽然联合消费现象在现实生活中屡见不鲜，但有关消费行为的文献主要集中在对自己的选择，而不是对他人的选择。本文侧重于识别个性对他人消费者选择的影响。具体而言，它通过考察意义建构过程（即信息和反馈寻求）的中介作用和相互依赖的自我构念的调节中介作用来研究群体的社交能力与消费选择之间的关系。我们的结果表明，社交能力强的人更有可能参与以群体为导向的消费决策，在获得社会满足的同时；这种效果往往是通过信息和反馈寻求来实现的，作为一种意义建构的渠道。而且，意义建构的影响对于相互依赖的自我构念低的人来说更强。这项研究通过检查个体差异为消费者行为文献做出了贡献，并为经理、决策者和营销人员提供了实用的见解。