面子消费需要及其’对广告效果的影响——兼论广告代言人的调节作用

Face Consumption Need and Its Effects on Advertising： Advertising Spokesperson as a Moderating Variable

近年来越来越多的学者开始关注“面子”文化对中国消费者的购买行为以及广告解读的影响。在已有研究的基础上，本文进一步探索“面子需要”在消费领域的表现，首次提出“面子消费需要”的概念．采用扎根理论的方法，通过探索性因子分析、验证性因子分析，开发出了具有较好信度和效度的面子消费需要量表，发现在面子消费需要的概念中，人们强调经济能力、消费知识、社交关系的需要，其中，消费知识维度被首次提出，道德性需要的维度被淡化。进一步研究发现，面子消费需要会因广告代言人类型的不同而对购买意愿产生不同的影响，其中，专家类型的广告代言人对“消费知识需要”和购买意向间关系具有调节作用。

Researches about the effects of Chinese ＂face＂ culture on consumer behavior and advertising have recently been increasing. Based on the existing researches, we focus on ＂face need＂ in consumption, develop the concept ＂Face Consumption Need＂ for the first time, and explore its dimensions. During this research, we adopt grounded theory to develop the ＂Face Consumption Need＂ （ FCN ） scale with a good reliability and validity. The results show that in the concept of Face Consumption Need, people concern economic capability, consumption knowledge and social relationship needs The consumption knowledge dimension is firstly proposed while moral-oriented face need is weakened. Further, we found that Face Consumption Need （ FCN ） have different effects on purchase intention due to consumer＇s exposure to different types of spokesperson. Expert-spokesperson in Ads moderates the relationship between FCN and purchase intention