消费者的面子观对品牌消费行为的影响：性别的调节作用

发布时间：2018-11-25 17:45

【摘要】：改革开放30多年来，随着中国大陆市场的大门向全世界打开，国外企业陆续将办事处等分支机构开设在此，，更有一些世界500强企业将公司总部设立在这片极具开发潜力的新兴市场。众多的人口，强大的消费能力，吸引着各类世界级品牌进入国门。但这些国外品牌是否真能吸引中国消费者愿意倾囊而出购买这类品牌产品，值得我们深入研究，品牌消费的发展也将为中国营销学研究领域提供了一个具有理论与实践意义的课题。由于中国社会受传统儒家文化的影响深远，与西方社会相比，中国社会的价值观体系与其存在一定的差异。若运用西方理论对中国消费者行为进行研究，并不能完全解释中国消费者行为的独特性。所以我们需要引入本土化构念，从本土化创新的角度来分析中国消费者行为问题。中国消费者因受等级观念及攀比意识的社会文化因素影响，当其进行品牌消费时更注重品牌产品所蕴含的象征性意义。正是因为消费者对象征性意义的看重，使我们有理由相信面子观这一本土化构念可能是影响中国消费者品牌消费行为的一个重要因素。本文从面子观这一本土化视角对中国消费者的品牌消费行为进行了考察，并将面子观区分为“想要面子”与“怕掉面子”两个维度，从理论上将这两个面子观维度同消费者的品牌购买行为联系起来，然后分析考察了消费者性别在面子观维度影响品牌消费行为过程中的调节效应。对338名消费者调查数据的统计分析表明，中国消费者的“想要面子”与“怕掉面子”观念是其品牌消费行为的前因变量，“怕掉面子”相对于“想要面子”更能驱动消费者的品牌购买行为。调节效应的分析结果显示，对于男性消费者来说，面子观对品牌消费行为的影响要强于女性消费者。论文最后讨论了这些研究发现的理论和实践价值，以及研究的局限和未来研究展望。
[Abstract]:After more than 30 years of reform and opening up, with the opening of the market in mainland China to the whole world, foreign enterprises have opened offices and other branches here one after another. Some of the world's top 500 companies have established their headquarters in this emerging market with great potential. A large number of people, strong consumption capacity, attract all kinds of world-class brands to enter the country. However, whether these foreign brands can really attract Chinese consumers to invest in such brand products is worth our in-depth study. The development of brand consumption will also provide a theoretical and practical significance for the field of marketing research in China. Because the Chinese society is deeply influenced by the traditional Confucian culture, compared with the western society, the value system of the Chinese society is different from the traditional Confucian culture. If we use western theory to study Chinese consumer behavior, we can not completely explain the uniqueness of Chinese consumer behavior. Therefore, we need to introduce localization construction, from the perspective of localization innovation to analyze consumer behavior in China. Because of the influence of social and cultural factors of rank concept and comparison consciousness, Chinese consumers pay more attention to the symbolic meaning of brand products when they consume brands. It is precisely because consumers value symbolism that we have reason to believe that the localization of the concept of face may be an important factor affecting consumer brand consumption behavior in China. This paper investigates the brand consumption behavior of Chinese consumers from the perspective of "face view", and divides it into two dimensions: "want face" and "fear face". In theory, the two dimensions of face are connected with the consumer's brand purchase behavior, and then the adjustment effect of consumer gender in the process of brand consumption is analyzed. The statistical analysis of 338 consumer survey data shows that Chinese consumers'"want face" and "fear face" concept are the former dependent variables of their brand consumption behavior. "fear of face" rather than "want face" can drive consumer brand buying behavior. The result of adjustment effect shows that for male consumers, the influence of face view on brand consumption behavior is stronger than that of female consumers. Finally, the paper discusses the theoretical and practical value of these findings, as well as the limitations of the research and future research prospects.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：C913.3

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