TITLE:
Research on the Influence of Culture Capital on Compensatory Consumption Based on Relative Deprivation Theory
AUTHORS:
Wenwen Feng, Hai Hu
KEYWORDS:
Cultural Capital, Compensatory Consumption, Relative Deprivation, Social Support
JOURNAL NAME:
Open Journal of Business and Management,
Vol.7 No.3,
July
19,
2019
ABSTRACT: Compensatory consumption refers to the alternative consumption behavior
adopted by individuals to make up for a certain psychological disadvantage or
self-threat. It is a new topic worth exploring in the field of consumer behavior.
In the past, the research focused on the mechanism of compensatory consumption
from the perspective of social identity theory and power. However, few
literatures explore the mechanism of compensatory consumption on the base of
relative deprivation theory. Therefore, based on the relative deprivation
theory, this research explores the mechanism of cultural capital’s influence on
compensatory consumption, and examines the moderating effects of social
support. Through empirical analysis of 357 questionnaire data, the study found
that: culture capital negatively affects relative deprivation and compensatory
consumption; relative deprivation positively affects compensatory consumption
and plays a mediating role between cultural capital and compensatory
consumption; social support moderates the relationship between cultural capital
and compensatory consumption by weakening individual relative deprivation.