| 面子与消费——基于结构方程模型的实证分析 |
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| 引用本文： | 姜彩芬. 面子与消费——基于结构方程模型的实证分析[J]. 广州大学学报(社会科学版), 2009, 8(10): 55-60 |
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| 作者姓名： | 姜彩芬 |
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| 作者单位： | 广州大学商学院,广东,广州,510006 |
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| 摘 要： | 面子是一个非常本土化的概念,国内外学者一致认为面子文化深刻影响了中国人的日常生活和消费行为。在文献和定性访谈的基础上提出面子是一种符号资源,探讨面子与消费之间的关系,通过提出有创新性的概念模型,进一步分析面子观念、消费态度、消费取向、消费目的与消费水平之间的关系。研究结果表明,在市场化程度越来越高的条件下,人们不仅在争夺经济资源、社会资源,也在争夺符号资源。
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| 关 键 词： | 面子 符号 消费 |
Mianzi and consumption:an empirical study based on SEM |
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| JIANG Caifen. Mianzi and consumption:an empirical study based on SEM[J]. Journal of Guangzhou University(Social Science Edition), 2009, 8(10): 55-60 |
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| Authors: | JIANG Caifen |
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| Affiliation: | JIANG Caifen ( Business School, Guangzhou University, Guangzhou, Guangdong 510006, China) |
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| Abstract: | As a localized concept, ＇mianzi＇/face culture affects Chinese people＇s daily life and consumption behavior deeply. Based on literature study and qualitative research, this paper advances that mianzi/face is a kind of symbolic resource and puts forward a structural equation model. Then the author discusses the relationship between face, consumption attitude, consumption guidance （self-oriented or others-oriented）, consumption purpose and consumption level. Research findings show that pushed by market-driven economy, people are vying for symbol resources as well as economic and social resources. |
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| Keywords: | mianzi/face symbol consumption |
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