How Face Influences Consumption - A Comparative Study of American and Chinese Consumers
How Face Influences Consumption - A Comparative Study of American and Chinese Consumers
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DOI：
10.1177/147078530704900207
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发表时间：
2007-01
影响因子：
3
通讯作者：
Julie Juan Li;Chenting Su
中科院分区：
文献类型：
--
作者：
Julie Juan Li;Chenting Su
东亚正在迅速成为世界上最大的名牌奢侈品市场。这项研究提出了面子和面子消费的概念，以解释为什么亚洲消费者在收入相对较低的情况下仍对奢侈品有强烈的胃口。本文将面子的概念与一个密切相关的概念威望区分开来，并考察了面子对美国消费者行为的影响和中国的观点。由于面子的巨大影响力，亚洲消费者认为他们必须购买奢侈品来提升、维护或保全面子。相应地，面子消费具有三个独特的特征：从众、独特性和他向性。一项跨文化调查的结果支持了这三个子维度的存在，并表明中国消费者比美国消费者更容易受到参考群体的影响。此外，与美国同行相比，它们往往更倾向于将产品品牌和价格联系在一起。此外，与美国消费者相比，中国消费者更有可能在其他导向型消费中考虑产品的威望。
East Asia is fast becoming the world’s largest brand-name luxury goods market. This study develops the concept of face and face consumption to explain why Asian consumers possess strong appetites for luxury products despite their relatively low income. This paper distinguishes the concept of face from a closely related construct, prestige, and examines the influence of face on consumer behaviours in the United States and China. Due to the heavy influence of face, Asian consumers believe they must purchase luxury products to enhance, maintain or save face. Accordingly, face consumption has three unique characteristics: conformity, distinctiveness and other-orientation. The results of a cross-cultural survey support the existence of these three subdimensions and show that Chinese consumers are more likely to be influenced by their reference groups than are American consumers. Furthermore, they tend to relate product brands and price to face more heavily than do their US counterparts. In addition, Chinese consumers are more likely to consider the prestige of the products in other-oriented consumption than are their American counterparts.