面子对中国消费者购物行为的影响

Impact of "Face" on Purchasing Behavior of Chinese Consumers

以中国传统文化中的"面子"为研究对象,通过实地调查和统计分析,检验了面子对消费者购物行为的影响作用。结果表明:保护性面子对消费者购物的非金钱支出与金钱支出有显著的正向影响,但这种影响分别被金钱支出、非金钱支出部分中介;消费者购物的金钱支出对非金钱支出有显著的正向影响,但是消费者购物的非金钱支出对金钱支出的影响却是负向的。

Taking the ＂face＂ in Chinese traditional culture as the study object and from on -site investigation and sta- tistical analysis, we have examined the effect of the ＂face＂ on the purchasing behaviors of consumers. The results show that the protective ＂face＂ has a significant positive impact on the non - monetary and monetary expenditures in consumer purchasing, but such an impact is partially intermediated by the monetary and non -monetary expenditure. The mone- tary expenditure in consumer purchasing has a significant positive impact on the non -monetary expense. But the non - monetary expenditure in consumer purchasing has a negative impact on the monetary expenditure.