中国人的面子观与消费者炫耀性奢侈品购买行为研究

Research on Chinese Face Value and Consumers' Conducts of Ostentatiously Purchasing Luxuries

中国人干事情讲面子是民间生活的传统,从而产生了广泛的面子需要,主要包括能力型面子需要、地位型面子需要和关系型面子需要。现阶段我国奢侈品购买的特征表现为炫耀性、奢侈性和盲目性。中西方文化背景的不同,消费者的奢侈品购买行为也存在较大的差异。中国人的面子观对炫耀性奢侈品购买有显著的正影响。奢侈品营销应根据"面子观"的文化特征,采取具有针对性的营销策略。

Valuing one＇ s face whenever doing things is the tradition of folk life, so the need of face saving came broadly to life. Face saving includes the ability need, status need and relationship need. At present stage, China＇ s luxury consuming is features by flaunt, luxury and blindness purchasing. The cultural background differs between the West and the East, so is true to the conducts of the consumers in purchasing the luxuries. The Chinese tradition of face saving has a striking impact on the ostentatiously luxury purchasing. Luxury marketing should be based on the cultural traits of ＂face value＂ to adopt targeted marketing strategies