中国人的面子观与炫耀性奢侈品消费行为

营销科学学报 ›› 2012, Vol. 8 ›› Issue (1): 76-94.

中国人的面子观与炫耀性奢侈品消费行为

张新安

张新安，上海交通大学管理学院副教授，博士，Email: xinanzhang@sjtu.edu.cn。

出版日期:2012-03-01 发布日期:2013-04-15
基金资助:
本研究得到国家自然科学基金（71172129；70872075）、教育部人文社会科学研究项目（07JC630033）、上海市哲学社会科学规划项目（2009BSH001），以及上海市浦江人才计划的资助。

Consciousness of Social Face and Conspicuous Consumption of Luxury Products in the Chinese Society

Zhang Xin'an

Zhang Xin'an, Antai College of Economics and Management, Shanghai Jiao Tong University.

Online:2012-03-01 Published:2013-04-15

摘要/Abstract

摘要：

中国人的奢侈品消费行为具有鲜明的炫耀性特征，本文从面子观这一本土化视角对此现象进行了考察。作者首先在何友晖对面子得失过程分析的基础上(Ho, 1976)，将消费者的面子观区分为“想要面子”和“怕掉面子”两个维度，并为之开发了测评量表，然后采用这一量表检验了这两个维度对于炫耀性奢侈品消费行为的影响。结果表明，中国人在奢侈品消费上既受想要面子这一促进性动因的影响，同时也受怕掉面子这一预防性动因的影响。

关键词: 面子观, 想要面子, 怕掉面子, 奢侈品, 炫耀性消费

Abstract:

Luxurious brands consumption in China is featured by clear conspicuous purposes. This research investigated the phenomenon from the indigenous perspective of social face consciousness. Drawing on Ho’s (1976) framework of gaining versus losing face dynamics, the authors broke down the construct of face consciousness into two dimensions of “desire to gain face” and “fear of losing face”, and developed measurement scales for them. The two scales were then used to examine their effect on conspicuous luxurious brand consumption behavior and found both of them had unique contribution in explaining why Chinese consumers buy luxurious brands.

Key words: Face consciousness, desire to gain face, fear of losing face, luxurious brand, conspicuous consumption

张新安. 中国人的面子观与炫耀性奢侈品消费行为[J]. 营销科学学报, 2012, 8(1): 76-94.

Zhang Xin'an. Consciousness of Social Face and Conspicuous Consumption of Luxury Products in the Chinese Society[J]. Journal of Marketing Science, 2012, 8(1): 76-94.

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