面子意识与消费者购物决策风格:一项70后、80后和90后的代际调节作用研究  

Face Consciousness and Consumer Decision-making Style: A Study on the Moderating Effect of Generation Difference of Consumers between 1970s,1980s and 1990s

作　　者：薛海波[1,2] 符国群[1] 江晓东[3] 

机构地区：[1]北京大学光华管理学院,北京100871 [2]华东师范大学商学院,上海200241 [3]上海财经大学国际工商管理学院,上海200433

出　　处：《商业经济与管理》2014年第6期65-75,共11页Journal of Business Economics

基　　金：国家自然科学基金青年项目"社群互动仪式对三梯度消费行为的影响:情感能量中介和关系网络调节机制研究"(71102161);"网络口碑对线上和线下渠道中产品销量的影响--口碑质量的调节作用"(71202006);国家自然科学基金面上项目"‘家’的观念如何影响家庭购买决策"(71172033);中国博士后科学基金第54批面上资助项目"社群互动仪式影响消费者情感能量的作用机制研究"(2013M540022)

摘　　要：面子意识是一个内涵丰富且复杂的社会心理概念,它时常支配和调节着人们的各种社会行为,反映出中国人一种典型的社会心理。文章将其作为一个多维度构念进行探究,分析其对消费者购物决策风格的影响,考察代际和性别对其影响的调节作用。研究发现,面子意识包括德、才、美、睦、赞5个维度,消费者购物决策风格的八因子模型在本研究中也得到了支持。从总体上看,面子意识对消费者追求完美、重视品牌、新颖时尚、购物享乐和习惯忠诚等5种购物决策风格都有显著的正向影响作用,代际和性别在二者关系上也表现出一定的调节作用。文章最后讨论了研究的意义和局限性。Face consciousness is a social-psychological concept with rich and complex implications, which often dominate and regulate a variety of social behaviors, reflecting typical social-psychological characteristics of the Chinese people. In this study, we ex- plore the multi-dimensional construct of face consciousness, analyze their impact on consumer decision-making style, and examine the moderating role of generation and gender differences. The study found that face consciousness is a multi-dimensional concept including morality, competence, beauty, harmony, and praise. And the 8-factor model of consumer decision-making styles is also conformed in this study. Overall, face consciousness has significant positive effect on the consumer decision-making styles of perfectionism, high-quality consciousness, brand consciousness, novelty-fashion conscious, recreational, hedonistic, and habitual, brand-loyalty, modera- ted by the generation difference and gender to some extent. Finally, we discuss the implications and limitations of this study.

关 键 词：面子意识 购物决策风格 代际差异 消费者 调节作用 

分 类 号：F713.50[经济管理—市场营销]