摘要
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 traditional confucian culture,the dilemma of face has long been recognize as one of the major dynamics in Chinese society. It affects,dominance,regulate all aspects of people’s daily life. The present,face has been introduced into the marketing field,and used to explain some consuming phenomenon within localization that the western consumption theory fails to explain. This article summarizes the connotation of face and put forward grooming model through two aspects,face how to influence consumer behavior and consumer how to obtain face. Finally,it points out current research shortcomings and pilots on the trends of research on face in the future.
出处
《山西科技》
2016年第6期175-177,181,共4页
Shanxi Science and Technology
关键词
面子
面子感知
面子消费
face
face perception
face consumption
