自尊穩定性、象徵性自我完成與情緒調節對炫耀性消費的影響

The Effects of Self-Esteem Stability, Symbolic Self-Completion, and Emotion Regulation on Conspicuous Consumption

在社群媒體與消費展示日益普及的情境下，炫耀性消費不僅影響個人財務與心理福祉，也加深人際比較與社會壓力，因此有必要釐清其心理前因與作用機制。本研究探討自尊穩定性（SES）、象徵性自我完成（SSC）、情緒調節（ER）與炫耀性消費（CC）之間的整合性中介關係，提出並驗證一個鏈式心理機制模型。採用橫斷面問卷設計，蒐集台灣18歲以上民眾有效樣本434份，透過結構方程模型（PLS-SEM）分析。結果顯示，自尊穩定性負向預測象徵性自我完成，象徵性自我完成正向預測情緒調節與炫耀性消費，情緒調節正向預測炫耀性消費。中介分析確認，象徵性自我完成與情緒調節共同中介自尊穩定性對炫耀性消費的影響。模型解釋力達中等水準。研究深化了消費心理學的理論框架，揭示自尊不穩定個體透過象徵性補償與情緒調節，驅動炫耀性消費的心理歷程，並為降低情緒化消費風險提供實務建議。

In the context of social media and increasingly prominent displays of consumption, conspicuous consumption can exacerbate social comparison and negatively impact consumers' financial and psychological well-being. This study, utilizing perspectives on self-esteem stability and symbolic self-completion, explores the relationship between fluctuations in self-worth and conspicuous consumption through the lenses of symbolic compensation and emotion regulation tendencies. A cross-sectional survey conducted with adults in Taiwan was used to test the proposed model through structural equation modeling. The findings reveal that self-esteem stability is negatively correlated with symbolic self-completion and positively correlated with emotion regulation. Furthermore, symbolic self-completion shows a positive relationship with both emotion regulation and conspicuous consumption, while emotion regulation serves as a predictor for conspicuous consumption. Mediation tests confirm a sequential indirect pathway linking self-esteem stability to conspicuous consumption via symbolic self-completion and emotion regulation. This study ultimately integrates identity-based compensation and emotion-regulation processes to elucidate why individuals with less stable self-esteem may be more inclined toward status-signaling consumption. Practical implications are discussed for mitigating the risks associated with emotionally driven conspicuous consumption.