在科技飛速發展的21世紀，社交媒體的影響力日益顯著。隨著基本需求的滿足，現代人更傾向於尋找消費品中的獨特性，尤其在奢侈品方面，消費者經常被廣告視覺刺激的獨特性所吸引，透過表達個性的渴望，而產生更高的知覺價值。本研究旨在探討奢侈品與非奢侈品廣告對消費者的願付價格影響，以及全球身份和地方身份的調節作用，同時考察社會比較動機在消費行為中的中介作用。透過實證研究，揭示了不同廣告策略對消費者感知和價格意願的影響，以及文化心理因素在消費者決策中的重要性。
研究中發掘消費者對於奢侈品廣告消費願付價格較高。在地身分消費者對於奢侈品與非奢侈品廣告間願付價格差異較大，全球身分消費者則不顯著，且此關係以不同身分間，以社會比較動因為中介變數的強弱程度高度相關。

In the rapidly evolving 21st century marked by technological advancements, the pervasive influence of social media has become increasingly pronounced. As fundamental needs are met, contemporary individuals exhibit a heightened inclination towards seeking uniqueness within consumer goods, particularly within the realm of premium-priced products. Consumers are frequently drawn to the distinctive visual stimuli presented in advertisements, fostering a heightened perceptual value through the desire for self-expression. This research endeavors to investigate the impact of luxury versus non-luxury advertisements on consumers' willingness to pay, alongside the moderating effects of global and local identities, while also examining the mediating role of social comparison motives in consumer behavior. Through empirical research, it elucidates the effects of varying advertising strategies on consumer perceptions and price willingness, underscoring the significance of cultural-psychological factors in consumer decision-making processes.
The research disclosed that consumers hold higher willingness to pay towards luxury advertising compared to non-luxury advertisings. It’s also disclosed that local identity consumers tend to have significantly higher willingness to pay for luxury advertising compared to non-luxury advertisings, while global identity consumers didn’t have significant differences, and this resulted from the mediation of locals holding stronger social comparison motives than globals.

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