摘要：数字经济时代，订阅制经济持续升温。不同于单次或重复购买，订阅产品或服务更紧密、持续地与个人联系在一起，其内容往往传达了消费者的自我身份特征，然而鲜有研究从自我认知视角去识别影响消费者订阅意愿的因素。个体可以通过社会比较来认识自我，互联网和社交媒体的发展促使上行社会比较更加频繁地发生。本研究基于社会比较理论和归因理论，阐明了上行社会比较对身份相关订阅意愿的影响机制。结果表明，经历上行社会比较会降低消费者的身份相关订阅意愿，且自我概念清晰性起到了中介作用。此外，研究还发现归因类型调节了上行社会比较对身份相关订阅意愿的影响。本文识别了一个新的影响消费者身份相关订阅意愿的重要因素，推进了社会比较、自我概念、订阅等领域的理论研究，为企业进行身份相关订阅的营销决策提供了借鉴。

Abstract: In the era of digital economy, the subscription-based economy continues to heat up. Distinct from one-time or repeated purchases, subscriptions have a stronger and longer-lasting connection with the consumer, and the content of the subscription often conveys the consumer's identity. However, few studies have identified factors influencing consumers' subscription intentions from the perspective of self-perception. Individuals can learn about themselves through social comparison. The development of the Internet and social media makes upward social comparisons occur more frequently. Based on social comparison theory and attribution theory, this study demonstrates the mechanism of the effect of upward social comparison on identity-relevant subscription intentions. The results show that upward social comparison decreases consumers' identity-relevant subscription intentions, with self-concept clarity playing a mediating role. Furthermore, this study reveals that attribution type moderates the above effect. This study identifies a novel and important factor influencing consumers' identity-relevant subscription intentions. These findings enrich the research on social comparison, self-concept and subscription, and provide suggestions for enterprises to carry out identity-relevant subscription marketing strategies.