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受儒家文化的影响,面子问题在中国社会根植已久,它影响、支配、调节着人们日常生活的方方面面。当下,面子已被引入到营销学领域,并用来解释一些西方消费理论无法解释的本土化消费现象。通过对前人研究成果的梳理,概括了消费者面子的含义,从面子如何影响消费行为、消费如何获得面子2个方面提出了两者关系的整饰模型,指出了现有研究的局限,并对后续研究做出了展望。
Influenced by the Confucian culture, the issue of face has been rooted in Chinese society for a long time. It affects, dominates and regulates all aspects of people’s daily life. Nowadays, face has been introduced into the field of marketing, and used to explain some of the local consumer phenomenon can not be explained by Western consumption theory. Through summarizing the research results of the predecessors, this paper summarizes the meaning of the consumer face, proposes the finishing model of the relationship between how the face affects the consumer behavior and how the consumer obtains the face, points out the limitations of the existing research and Future research is made.