中国人的脸面观及其对消费者解读奢侈品广告的影响研究

An Empirical Study on Chinese Face and its Effect on Consumer’s Attitude toward Advertising of Luxury

本研究从心理学视角的面子定义出发,通过运用探索性因子分析、验证性因子分析开发了面子需要量表并探索了其内涵。研究发现,面子需要包涵了以道德型面子需要为主的"脸需要",以及涵盖了能力、地位和社会关系等意义更为广泛的"面需要"。在此基础上,本研究比较了在加入不同面子需要内涵之后的三种广告情境下奢侈品购买意向的差异。结果发现,在广告中加入品牌的正面道德信息,会提高消费者购买该品牌的意向。此外,本研究运用ANOVA分析发现,与"脸需要"相比,"面需要"与奢侈品购买意向的关系表现得更为复杂。在管理启示中,本研究讨论了西方国家奢侈品道德化消费趋势的出现及其对中国市场的启示。

Chinese Face,as a complex social and psychological phenomenon,has attracted much attention of those who are interested in Chinese culture.Available literature is mostly unfolded in two perspectives in sociology,they are: what face is and how face will.However,up till now there is no consensus on 'what face is'.Most of the existing literatures used only qualitative analyses instead of integrating both qualitative and quantitative method.Moreover,in the field of consumer behavior,researches about how Chinese Face affects consumer behavior are not abundant.Therefore,this study tries to solve the following three problems.Firstly,what on earth is face? What are the connotations of Chinese Face? Secondly,what are the dimensions under the concept of Chinese Face? Thirdly,due to China becoming the biggest country of luxury consumption,then how does Chinese Face influence consumer’s attitude toward advertising of luxury?By collecting scenario items in terms of face psychologically,this study explores the connotation of Chinese Face based on grounded-theory method in order to develop Chinese Face scales by EFA and CFA test.Four dimensions of face concept have been found: moral-oriented face need,abilityoriented face need,status-oriented face need,and relationship-oriented face need.In this paper,'LIAN NEED' stands for moral-oriented face need.'MIAN NEED' stands for the rest three dimensions.Moreover,Experimental research is conducted to compare buying conation differences under 3 scenarios of luxury advertising with different face need.It is found that luxury advertising with positive moral information will boost consumer’s buying conation.Moreover,by using ANOVA test,it is also found that the relationship between 'MIAN NEED' and buying conation is much more complicated than that of 'LIAN NEED'.Finally,the trend of moralization of luxury consumption in western countries and its revelation to China market are discussed in managerial implication part.