产品普及率对双维度感知面子的影响:自我建构的调节作用研究

The Effects of Product Popularity on Two-dimensional Perceived Face:The Moderating Role of Self-construal

本研究基于社会心理学现有研究,将消费者感知面子划分为获得面子与保护面子两个不同的维度,研究了社会群体中产品的普及率对于这两个感知面子维度的影响,并重点探查了消费者的自我建构在其中的调节作用。跨国消费者调研与实验室实验的结果都表明,自我建构对产品普及率与感知面子的两个维度之间的关系起到了不同的调节作用:对于获得面子来说,在独立自我的消费者中产品普及率对获得面子具有负向影响,而在依赖自我的消费者中产品普及率对获得面子具有正向影响;对于保护面子来说,在独立自我和依赖自我的消费者中,产品普及率对保护面子都具有正向影响,在依赖自我消费者中这种正向影响更加显著。

This research identifies gaining face and protecting face as two dimensions of consumers＇ perceived face based on the current researches of social psychology. We examined the effects of product popularity in a social group on the two dimensions of perceived face and the moderating role of consumers＇ self-construal. The results of a cross cultural consumer survey and a lab experiment show that selfconstrual has different moderating effects on the relationships between product popularity and the two dimensions of perceived face. As for gaining face,self-construal determines the valence of the effect of product popularity. Product popularity has negative effect on gaining face in independent consumers,while it has positive effect in interdependent consumers. As for protecting face,self-construal determines the strength of the effect of product popularity. Product popularity has positive effect on protecting face in both independent and interdependent consumers. Its effect is more robust in the interdependent consumers.