The Effect of Upward Social Comparison on Residents' Intention to Upgrade Consumption Quality: The Mediating Role of Compensatory Consumption Motivation
DOI:
https://doi.org/10.66069/ojspub.25361009Keywords:
Upward social comparison, Compensatory consumption motivation, Intention to upgrade consumption quality, Expansion of domestic demand, Consumption upgradingAbstract
Against the backdrop of the current economic situation, China is in a critical period of continuously promoting the expansion of domestic demand. With rapid economic development and the sustained improvement of people's living standards, residents' requirements for consumption quality have steadily increased. At the same time, however, the phenomenon of upward social comparison has become increasingly prominent—that is, individuals frequently compare their own consumption levels with those of others, thereby generating a "comparison psychology." This upward social comparison not only influences individual consumption behavior but also exerts a profound impact on the broader consumer market. Under its influence, consumers are more susceptible to others' consumption behaviors and develop a heightened desire to enhance their own consumption. Compensatory consumption motivation, as an important psychological driver, emphasizes that individuals attempt to compensate for perceived deficiencies in other domains through their consumption choices, thereby achieving psychological balance. Therefore, investigating the mechanism through which upward social comparison affects residents' intention to upgrade consumption quality—and exploring the mediating role of compensatory consumption motivation—holds significant theoretical and practical importance for promoting consumption upgrading and stabilizing market expectations. The research findings indicate that: (1) upward social comparison significantly enhances residents' compensatory consumption motivation; (2) compensatory consumption motivation significantly increases residents' intention to upgrade consumption quality; and (3) upward social comparison directly and significantly promotes residents' intention to upgrade consumption quality, with compensatory consumption motivation serving as a partial mediator in this relationship.
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