面子意识对中产阶层奢侈品购买行为的影响研究  

A Study on the Influence of Face Awareness on Luxury Purchase Intention of the Middle Class in China

作　　者：施卓敏[1] 曹妙琴[2] 

机构地区：[1]中山大学管理学院市场学系 [2]中山大学管理学院

出　　处：《南方经济》2013年第3期62-74,共13页South China Journal of Economics

基　　金：国家自然科学基金项目(70972078);教育部留学回国人员科研启动基金项目(第40批);高校基本科研业务费中山大学青年教师培育项目(2011)的共同资助

摘　　要：中国人的面子意识与中国人的奢侈品消费存在紧密联系,但现有研究在针对面子意识概念的特征与奢侈品消费的行为之间的关系研究还不多见,实证研究也较少。本文以中国奢侈品消费主体——中产阶层作为研究对象,探讨面子意识的三个显著特征,分别对"难以获得奢侈品"、"可得奢侈品"及"新奢侈品"三大类奢侈品购买意向的影响;并利用聚类分析法对中国中产阶层群体:保守者、社交者、体验者、彰显者进行细分。最后,分层回归分析显示,细分群体变量可以调节面子意识特征与"可得奢侈品"和"新奢侈品"购买意向之间的关系。本文的研究为探索面子文化对奢侈品消费的作用机制提供了新的思路,也为奢侈品营销实践提供了借鉴意义。Face in china has a close relationship with luxury purchase behavior, however empirical researches in this area is not rich. This study focus on the middle class in China, we want to study the effects of 3 face characteristics on 3 kinds of luxury consumption. By using regression analysis, we found that the conformity characteristic and other - oriented characteristic have positive impacts on inaccessible luxury purchase intention; While, all three characteristics of face awareness positively affect the purchase intentions of attainable luxury product and new luxury product. By clustering analysis, it is found that there are four segments within middle class in China： Conservatizer, Socializer, Experiencer and Achiever. Using hierarchical regression we also found that segments have a moderator effect on the relationship between face awareness and luxury purchase intention.

关 键 词：面子意识 奢侈品消费 中国中产阶层 

分 类 号：C95-03[社会学—民族学]