This study starts from the cyber-ostracism experience that often occurs during social media use. Based on compensatory control theory, we explore the mechanism by which cyber-ostracism affects consumers' conspicuous consumption through the sense of control and also explore the moderating role of social media use intensity and implicit personality. This study used a sample of 407 social media users in China to verify the relationship between variables. The findings show that: there is a significant positive effect of cyber-ostracism on conspicuous consumption; sense of control plays a mediating role in the relationship between cyber-ostracism and conspicuous consumption; social media use intensity negatively moderates the relationship between cyber-ostracism and sense of control, and implicit personality moderates the relationship between sense of control and conspicuous consumption. The findings of the study help to reveal the formation mechanism of social media users' conspicuous consumption, which has important theoretical significance and practical value for establishing correct consumption concepts in the social media context.
Keywords: conspicuous consumption; cyber-ostracism; implicit personality; sense of control; social media use intensity.