中国面子文化对炫耀性消费的影响分析——基于“80后”群体的实证研究

Analysis of the Effect of the Chinese Face Consciousness Culture Impacting on Conspicuous Consumptions——Empirical Researches Based on 80’s Group

"面子意识"是中国消费者突出的本土化特征,渗透在我们日常生活的点滴之中。虽然实践界以此为切入点展开营销早已存在,但是学术界对于面子与消费关系的相关实证研究仍然较少。该研究以80后为调查样本,采用调查问卷的方法,探讨了面子意识对炫耀性消费的影响作用,同时,从性别、户籍来源和是否是独生子女三方面分析其面子意识的差异性,具有一定的理论价值和管理借鉴意义。

The "face consciousness" is the vivid local distinction of Chinese consumers; it has been penetrated into various aspects of our daily life. Although entrepreneurs have already launched their marketing plan in this way, academics did little empirical researches about the relations between consumers and the face consciousness. In this paper, we investigate 80’s samples by using the questionnaire method, and probe into the effect of face consciousness impacting on conspicuous consumptions. Meanwhile, we analysis the difference of the face consciousness of 80’s from three angles, as gender, household registration and whether he’s the only child in family. This study makes some theoretical value and management reference.