营销科学学报 ›› 2015, Vol. 11 ›› Issue (2): 133-151.

• 论文 • 上一篇    下一篇

网络面子意识的探究及其对社交网络口碑传播意愿的影响

施卓敏,陈永佳,赖连胜   

  1. 施卓敏,中山大学管理学院市场学系教授,通讯作者,E-mail:mnsszm@mail.sysu.edu.cn。
    陈永佳,中山大学管理学院市场学系硕士研究生,E-mail:chenyongjia2002@163.com。
    赖连胜,中山大学管理学院市场学系硕士研究生,E-mail:lls715@163.com。
  • 出版日期:2015-06-01 发布日期:2015-08-28
  • 基金资助:

    本研究受国家自然科学基金(70972078)、(71272193)和教育部留学回国人员科研启动基金(第40批)资助,特此感谢。非常感谢两名匿名评审专家提出的宝贵意见与建议。

A Study on the exploration of Connation of Online Face Consciousness and its influence on WOM in Social Network

Shi Zhuomin, Chen Yongjia, Lai Liansheng   

  1. Marketing Department, School of Business, University(SYSBS)
  • Online:2015-06-01 Published:2015-08-28

摘要:

面子作为中国人最为常见的一种文化现象,影响着中国人生活的方方面面。随着互联网的不断发展,人们在网络上花费的时间和消费的金钱也越来越多。作为一个虚拟的世界,网络世界无论是交流方式还是社会线索上都与现实世界存在着明显的差异。但同时,由于在网络使用的过程中,对于不同网站的网络使用者都有着唯一的身份象征,因而,为了维护自身在这虚拟世界中的自我形象,网络使用者可能会存在与现实生活中类似的面子意识。首先,本文探索了网络面子意识所存在的维度及其具体的内涵。结果发现,网络面子意识包括三个维度:网络影响力,网络身份和网络关系。其次,本文验证了网络面子意识对网络口碑传播意愿的正向影响关系;同时发现在不同关系强度的网站类型下,这一影响关系存在着显著差异。具体来说,在陌生的关系类型下,网络面子意识对口碑传播意愿起到积极的影响,而在熟悉的关系类型下,这一影响关系反而不显著。由此,验证了关系类型在网络面子意识对口碑传播意愿的影响关系中起调节作用。最后,本文就网络与现实世界中的面子意识之间的关系和差异进行了对比和讨论。

关键词: 网络面子意识, 社交网络, 网络口碑传播, 关系类型

Abstract:

As a very common cultural phenomenon, "Face" is affecting all aspects of Chinese life. With the continuous development of the Internet, people are spending more and consuming more on the Internet. As a virtual world, the ways of communication or social cues on the Internet are obviously different from the ways using in the real world. But at the same time, due to the use of the network, users in different sites all have a unique status symbol. Therefore, in order to maintain their self-images in the virtual world, there might exist face consciousness in a virtual world which is similar to their real lives. Firstly, this paper aims to explore the dimensions of online face consciousness (OFC) and its specific content. The results showed that OFC includes three dimensions: the influence of the network, network identity and network relationships. Secondly, we found that there is a positive relationship between online face consciousness (OFC) and the online word-of-mouth (eWOM). Furthermore, we found the strength of the relationship between the users under different types of sites can have significant influence on the relationship between OFC and eWOM. Specifically, as for the strange relationship type, OFC has a significant influence on eWOM, but for a familiar relationship type, this effect is not significant. Finally, we discussed the difference of face consciousness between online world and real world.

Key words: Online Face Consciousness (OFC), Social Network, eWOM, Relationship Type