面子文化与炫耀性消费:武夷岩茶饮者消费行为探析  

Face Culture and Ostentatious Consumption:An Analysis of Wuyi Rock Tea Drinkers’Consumption Behavior

作　　者：王衍宇 田广[2] WANG Xianyu;TIAN Guang

机构地区：[1]阳光学院商学院 [2]河北大学管理学院

出　　处：《湖北民族大学学报（哲学社会科学版）》2022年第2期110-120,共11页Journal of Hubei Minzu University：Philosophy and Social Sciences

摘　　要：中国语言文化中的面子,特指某一个体在社交场合中他者所给予的,且被自我所感受到的荣誉、尊严、威望与自我价值的综合统一体。作为一种文化价值观,面子在人们的社会生活中扮演着重要的角色,涉及并影响着消费者对商品特别是奢侈品的反应与消费决策。对武夷岩茶饮者消费行为的工商民族志研究,从多方面分析茶饮消费行为与面子的关系,阐述面子文化对饮茶活动的影响,刻画了文化资本、经济资本、社会资本在茶饮消费中的作用,从而揭示面子文化与炫耀性消费的内在深层关系。研究结果表明,武夷岩茶的消费行为与中国传统文化中“爱面子”的价值观紧密相关,具有明显的为了面子而消费的特点,炫耀性消费成为当地工商界增强社交效果、提升社交效率的一种主要方式。In the Chinese language and culture,the face is a comprehensive unity of the honor,dignity,self-esteem and prestige that others give to an individual on social occasions.Face plays an essential role in people’s social life as a cultural value,involving and influencing consumers’reactions and consumption decisions on goods,especially luxuries goods.Through a business ethnographic research of Wuyi Rock Tea drinkers’consumption behavior,this article analyses the relationship between tea consumption behavior and the influence of the face culture on tea drinking activities from various perspective.At the same time,it depicts the cultural capital,economic capital and social capital in the role of tea consumption to reveal the deep inner relations of face culture and conspicuous consumption.The results show that the consumption behavior of Wuyi rock tea is closely related to the value of“saving face”in traditional Chinese culture,which is characterized by consumption for the sake of face.Conspicuous consumption has become a significant way for the local business community to enhance social effects and improve social efficiency.

关 键 词：面子文化 面子来源 炫耀性消费 武夷岩茶 

分 类 号：F713.55[经济管理—市场营销] F719.3[经济管理—产业经济] G124[文化科学]