中国文化背景下权力感对送礼行为的影响:关系取向的调节作用

前人研究发现个体的权力感会增强或减弱消费者的送礼行为。本文试图解决以往研究中的分歧,基于情境聚焦理论考察中国文化背景下关系取向如何调节权力感对送礼行为的影响及其内在作用机制。通过两个研究发现:公共关系取向下,高(vs.低)权力感消费者更倾向于开展送礼行为;交换关系取向下,高(vs.低)权力感消费者较少倾向于开展送礼行为。而且,送礼感知(即感知愉悦和感知回馈)在不同关系取向下权力感对送礼行为的影响中发挥中介作用。本文从情境聚焦理论的视角辨析了权力感对送礼行为发挥影响的边界作用条件,整合了不同文献证据间的对立观点,具有重要的理论贡献。同时,本研究对中国文化背景下送礼消费的营销宣传和广告策划都具有实践意义。

The Impact of Power on Gift-giving Behavior under Chinese Culture Background:The Moderating Role of Relationship Orientation

Previous studies have documented that power could either increase or decrease the tendency of gift-giving behavior. The current research seeks to resolve these conflicting views and examines the impact of power on gift-giving behavior and the moderating mechanism of relationship orientation under Chinese culture background based on Situated Focus Theory. Our findings from two studies demonstrate that under communal orientation condition,individuals with high( vs. low) power are more inclined to exert gift-giving behavior,and under exchange orientation condition,individuals with high( vs. low) power tend to exert less gift-giving behavior. Moreover,these effects are driven by gift-giving perceptions( i.e.,pleasure perception and obligation perception) under different relationship orientations.From the perspective of Situated Focus Theory,we make significant theoretical contributions by clarifying the boundary condition of the effect of power on gift-giving behavior,and integrating the opposing viewpoints from different literature. Meanwhile,our study can provide practical implications for the marketing publicity and advertisement designing of gift consumption in the context of Chinese culture.