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大学生使用微博时的上行社会比较与消费行为的关系研究

A Study of the Relationship Between Use of Microblogs,Upward Social Comparison, and Consumer Behavior of College Students

Psychology of China / 2021,3(12): 1615- 1624 / 2022-01-04 834 2360

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• Authors: 李茂茂 岳晓东
• Information:

  首都师范大学心理学院，北京

• Keywords:
  Upward social comparison; Use of microblogs; Consumer behaviour; College Students
  上行社会比较; 微博使用; 消费行为; 大学生
• Abstract: This study examined the use of microblogs among college students as well as the relationship between use of microblogs, upward social comparison, and consumer behavior. 450 college students were randomly sampled to complete the Social Network Usage Intensity Scale, the Social Comparison Tendency Scale and the Consumer Behaviour of College Students Questionnaire. Although no significant differences were found in the use of microblogs in terms of gender (t=0.40, P>0.05) and major (t=1.80, P>0.05), significant differences were found in the upward social comparison tendency in terms of gender (t=3.03, P<0.01) and major (t=2.37, P<0.05). as well as in consumer behaviour by gender (t=4.66, P<0.001) and major (t=3.65, P<0.001). Beside, a significant positive correlation (P<0.01) was found between college students’ microblog use, upward social comparison and consumer behaviour. Microblog use mediates between upward social comparison and consumption behavior. In conclusion both college students’ microblog use and upward social comparison have a significant impact on their consumer behaviour. 为了解大学生的微博使用情况，考察大学生的上行社会比较倾向、微博的使用强度与消费行为的关系，本研 究采用了社会比较倾向量表、社交网络使用强度量表和大学生消费行为问卷对450 名山东济南大学生进行了调查。结果发现：（1）大学生的微博使用在性别（t=0.40，P>0.05）和学科上并无显著差异（t=1.80， P>0.05）；（2）大学生的上行社会比较倾向情况在性别（t=3.03，P<0.01）和学科（t=2.37，P<0.05）上存在显著差异；大学生的消费行为在性别（t=4.66，P<0.001）和学科（t=3.65，P<0.001）上存在显著差异；（3）大学生的上行社会比较倾向、微博使用消费行为三者之间存在显著正相关（P<0.01）；（4）微博的使用强度在上行社会比较和消费行为之间发挥中介作用。
• DOI: https://doi.org/10.35534/pc.0312184
• Cite: 李茂茂，岳晓东．大学生使用微博时的上行社会比较与消费行为的关系研究［J］．中国心理学前沿，2021，3（12）：1615-1624．