摘 要
目前，我国储蓄率一度超过 50%，超过了消费在 GDP 中的比重，
成为全球储蓄率最高的国家，带来了一系列经济与社会问题，研究消
费者对于消费与储蓄的选择问题对于刺激消费、解决储蓄率过高的问
题具有重要意义。过去关于消费与储蓄的研究大多从宏观的经济层面
出发研究收入、社保、养老等因素，而近来研究者开始从微观的个体
层面关注社会、文化、情境等心理和行为因素对储蓄与消费选择行为
的影响。本文将要探讨的社会存在与自我构建就是影响消费者行为的
两种因素。

本文首先通过两个实验前测选择了合适的刺激物；然后在消费与
储蓄的目标冲突的情况下，通过实验一研究了社会存在对于消费与储
蓄选择的影响;最后通过实验二的 2×2 实验探究了社会存在与自我构
建的交互作用及其内在原因。

研究结果表明：（1）消费者在有社会存在下比在无社会存在下更
倾向于选择和消费目标相一致的行为；（2）自我构建与社会存在对个
体消费与储蓄的选择存在交互作用；（3）对于相依自我个体，社会存
在所引起的压力部分中介了社会存在对消费与储蓄选择的影响。

本文研究结果有助于拓展消费储蓄、社会存在与自我构建的相关
理论，对促进零售店铺的销售具有借鉴意义，也对降低储蓄率、促进
消费有一定的指导意义。

关键词：消费与储蓄，社会存在，自我构建，印象管理，压力

CONSUMPTION AND SAVINGS: INTERACTION EFFECT
OF SELF-CONSTRUAL AND SOCIAL PRESENCE
ABSTRACT
China has a high saving rate over 50%, which is more than the share
of consumption in GDP, becoming the highest saving rate country in the
world and bringing a series of economic and social problems. Therefore,
studying consumers’ consumption and savings choosing is of great
significance for stimulating consumption and solving the problem of high
saving rate. The past researches on consumption and savings mostly focused
on macro-economic factors such as income, social security and pension, but
recently researchers began to focus on the effects of individual
psychological and behavioral factors such as social, culture and context on
consumption and savings choosing. Self-construal and social presence
which we will explore are two factors having impacts on consumer
behavior.
Firstly, two preliminary experiments are conducted to choose the
appropriate stimulus. Secondly, in the situation of goal conflict, experiment
1 is conducted to study the effect of social presence on consumption and
savings choosing. Thirdly, experiment 2 is conducted to explore the
interaction of social presence and self-construal by means of 2-by-2
experiment and the internal reason of this interaction.
We found that: (1) When there is social presence, consumers are more
likely to choose behaviors in line with consumption goal than when there is
no social presence; (2) There are interaction effects of self-construal and
social presence on consumption and savings choosing; (3) For
interdependent individuals, pressure caused by social presence is a partial
mediator on the effect of social presence on consumption and savings
choosing.上海交通大学硕士学位论文
III
These results will help to enrich the related theories of consumption
and savings, social presence and self-construal, and it will promote sales for
retail stores and reduce savings rate.
KEY WORDS: Consumption and savings, Social presence, Self-construal,
Impression management, Pressure