抑制还是促进?面子意识对社交折扣的双刃剑效应  

Restrain or Boost?The Double-edged Sword Effect of Concern for Face on Social Coupon

作　　者：涂铭[1] 汪兴东[2] 丁周瑾 郭子政 Tu Ming;Wang Xingdong;Ding Zhoujin;Guo Zizheng(College of Economics&Management,Huazhong Agricultural University,Wuhan 430070;School of Economics and Management,Jiangxi Agricultural University,Nanchang 330045;School of Economics and Management,Wuhan University,Wuhan 430061)

机构地区：[1]华中农业大学经济管理学院,武汉430070 [2]江西农业大学经济管理学院,南昌330045 [3]武汉大学经济与管理学院,武汉430061

出　　处：《管理评论》2024年第6期157-168,共12页Management Review

基　　金：国家自然科学基金项目(71702063,72264012);教育部人文社会科学研究青年基金项目(17YJC630140)。

摘　　要：现有文献普遍认为面子意识对传统线下折扣行为有消极影响,但对于如何影响社交折扣却鲜有涉及。本文从印象管理视角,通过三个研究揭示了面子意识对社交折扣的双刃剑效应。研究结果表明:(1)面子意识会促进帮人砍价,自我提升在其中起中介作用。(2)面子意识会抑制求人砍价,受评忧虑在其中起中介作用。(3)折扣形式在上述关系中起调节作用,相对于互助型折扣,求助型折扣会增强面子意识对自我提升的正向影响,进而促进帮人砍价;相对于求助型折扣,互助型折扣会削弱面子意识对受评忧虑的正向影响,进而削弱面子意识对求人砍价的抑制作用。Existing studies mainly discuss the negative relationship between concern for face and traditional offline discount participation,but neglect the impact on social coupon.This paper explores the double-edged sword effect of concern for face on social coupon behaviors from the perspective of impression management.Through three studies,we examine the influence of concern for face on help-giving and help-seeking in social coupon through different impression management motives in the conditions of different social coupon types(seek-help vs.mutual-help).The results show that concern for face increases consumers’help-giving intention in social coupon through self-enhancement and inhibit consumers’help-seeking intention in social coupon through evaluation apprehension.Specifically,on the one hand,compared with mutual-help social coupon,seek-help social coupon enhances the positive influence of concern for face on self-enhancement,and thus increases the help-giving intention in social coupon.On the other hand,compared with mutual-help social coupon,seek-help social coupon increases the positive effect of concern for face on evaluation apprehension,and thus decreases consumers’help-seeking intention in social coupon.The results of this paper reveal theoretical foundation for understanding social coupon and provide managerial implication for marketing practice of social coupon.

关 键 词：面子意识 社交折扣 印象管理 求人砍价 帮人砍价 

分 类 号：C912.3[经济管理]