感知面子對行為意向影響的跨文化比較研究

宋曉兵

摘 要：本文在現有研究的基礎上提出消費者感知面子的概念，并在中美兩國消費者的跨文化背景下檢驗了它對行為意向的影響機理。研究結果表明，感知面子對中美兩國消費者的行為意向均具有顯著的正向影響；中國消費者的面子意識正向調節感知面子與行為意向的關系，面子意識高的消費者的感知面子會對行為意向產生更大的影響，美國消費者的面子意識對感知面子與行為意向的關系不具有調節作用；中國消費者的感知面子對行為意向產生直接影響，美國消費者的感知面子通過主觀規范對行為意向產生間接影響。

關鍵詞：感知面子；理性行為理論；跨文化營銷

中圖分類號：F713.50 文獻標識碼：A 文章編號：1003-5192(2012)04-0009-06

A Cross-cultural Study on the Effect of Perceived Face on Behavior Intention

SONG Xiao-bing

(School of Business Management, Dalian University of Technology, Dalian 116024, China)

Abstract:This study introduces a conception named consumer perceived face based on literature review, and tests the mechanism of its effect on behavior intention by gathering data from the consumers in China and US. The results suggest that perceived face has significant positive effect on behavior intention in both Chinese and American consumers. Face consciousness moderates the relationship between perceived face and behavior intention in China, perceived face has more effect on behavior intention for the more face-concerned consumers. While in US, face consciousness is not a moderator to the relationship between perceived face and behavior intention. In China perceived face directly influences behavior intention, while in US perceived face influences behavior intention indirectly through the mediating effect of subjective norms.

Key words:perceived face; theory of reasoned action; cross-cultural marketing

1 引言

面子觀念在東西方文化中普遍存在，盡管它所代表的含義不盡相同，但是都與尊重、榮譽、社會地位和聲望等概念有關，都意指自我在他人面前展示的社會形象［1］。這種面子觀念影響著人們日常生活的方方面面，在消費行為中表現得尤為明顯。東方學者的研究表明，中國消費者為了獲得和維護面子，會花費高價來購買名牌產品［2］，面子將對中國消費者的購買意向產生顯著的正向影響［3］；而西方學者最近的研究結果表明，美國消費者的產品偏好也會受到身份表達［4］、獨特性動機［5］和參照群體［6］等與面子相關概念的影響。

面子作為一種社會資源，它不能夠單方面獲得，而是要通過人際間互動而保持、提升或丟失［7］，現有研究表明它在集體主義文化中會表現得更加明顯［8］。……