| 面子意识、地位消费倾向与炫耀性消费行为——理论关系模型及实证检验 |
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| 引用本文： | 袁少锋,高英,郑玉香.面子意识、地位消费倾向与炫耀性消费行为——理论关系模型及实证检验[J].财经论丛,2009(5). |
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| 作者姓名： | 袁少锋 高英 郑玉香 |
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| 作者单位： | 1. 辽宁大学工商管理学院,辽宁,沈阳,110036
2. 南开大学商学院,天津,300071 |
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| 基金项目： | 国家自然科学基金资助项目 |
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| 摘 要： | 本文针对国内营销学领域关于炫耀性消费行为形成机理缺乏深入研究的现状,提出了面子意识、地位消费倾向与炫耀性消费行为间的理论关系模型,并通过调查国内消费者对中高档名牌商品的消费观念和态度来检验此模型的有效性.研究发现,面子意识同炫耀性消费行为的四个维度呈显著正相关,对地位消费倾向有显著正向影响,但地位消费倾向对炫耀性消费行为的影响总体不太明显,只对物质享乐主义和群体归属交流两个维度有较弱的负向影响.
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| 关 键 词： | 面子意识 地位消费倾向 炫耀性消费行为 |
Face Consciousness,Status Consumption Tendency and Conspicuous Consumption Behavior——Theoretical Relationship Model and Empirical Research |
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| YUAN Shao-feng,GAO Ying,ZHENG Yu-xiang.Face Consciousness,Status Consumption Tendency and Conspicuous Consumption Behavior——Theoretical Relationship Model and Empirical Research[J].Collected Essays On Finance and Economics,2009(5). |
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| Authors: | YUAN Shao-feng GAO Ying ZHENG Yu-xiang |
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| Institution: | YUAN Shao-feng1,GAO Ying1,ZHENG Yu-xiang2(1.School of Business Administration,Liaoning University,Shenyang 110036,China,2.School of Business,Nankai University,Tianjin 300071,China) |
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| Abstract: | The paper develops and tests the relationship model among face consciousness,status consumption tendency and CCB.Results show that face consciousness is positively correlated with four scales of CCB;face consciousness also has a positive correlation with status consumption tendency.There is no obvious relationship between status consumption tendency and CCB.Status tendency has less negative impact on materialistic hedonism and communication of belonging to a group. |
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| Keywords: | face consciousness status consumption tendency conspicuous consumption behavior |
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