品牌声誉对消费者感知面子的影响研究
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摘要
随着经济的发展以及人们生活水平的提高,消费者在进行消费的时候已经不再仅仅局限于产品的使用价值和基本功能,越来越多的人会通过一些消费习惯或者产品品牌来满足他们心理上的需求。消费者希望能够通过消费特定的产品或者品牌来提升他们的自我形象或者公众形象,展示他们的个性、获得更多的面子等等。随之而产生的“面子消费”也逐渐走进人们的视野。那么,品牌声誉会对消费者的感知面子产生什么样的影响呢?本文将以此为主要研究问题,通过实证研究探索二者之间的关系。
本研究首先对品牌声誉、消费者感知面子的相关文献进行回顾和总结,在此基础上以实验法为主要研究方法,从消费者个性、品牌形象与群体形象一致性以及感知面子的维度三个方面对二者关系进行探讨。研究一主要探讨消费者个性对品牌声誉与消费者感知面子之间关系的调节作用,通过实证检验得出面子意识、自我监控对品牌声誉与感知面子的关系具有调节作用；研究二主要从品牌形象与群体形象一致性的角度出发,验证消费者消费品牌与成员群体之间一致性程度对品牌声誉与感知面子之间关系的调节作用；研究三主要从感知面子的两个维度出发,探查品牌声誉对这两个维度的影响。
最后,本研究在所得结论的基础上指出了本研究的局限性,并对其在理论上的贡献和实际操作中的意义进行探讨和总结,最终通过本研究提出对未来相关方面研究的展望。
With the economic fast growing and the living standard dramatic improvement, consumers not only make choices depending on the utility and basic value of the products, but also satisfy their psychological need through certain consuming habit or brands, which they expect to improve their personal or public image, show their personality and light up their face.Followed comes the'Face Economy'.Some people would wonder what effect has the brand reputation exerted on consumer perception of face? So this research is aimed to answer this question and to explore the relationship.
Firstly, on the basis of literature review and summarization of the brand reputation, consumer perception of face, this study explore their relationship from the aspect of consumers personality, the consistency of brand image and community image, and the three dimensions of face perception.
StudyⅠexplore the regulatory role consumer personality played in the relationship between brand reputation and consumer perception of face, and confirmed that the face awareness and self-monitoring play a moderate role in the relationship between brand reputation and perception of the face.
StudyⅡ, mainly on the basis of the consistency between brand image and group image, testify the regulatory role that the consistency of consumer brands with avoid consumer groups and affiliated groups played in the between the brand reputation and perception of face relationship.The results verify that the consistency of brand image with group image is more effective than that with avoid group.
StudyⅢon the basis of the two dimensions of the perception of face, study the brand reputation's effect on the two dimensions.
Finally, the study concludes the limitations and summarizes theoretical and practical contributions and point out the relevant further research outlook in the end.
本研究首先对品牌声誉、消费者感知面子的相关文献进行回顾和总结,在此基础上以实验法为主要研究方法,从消费者个性、品牌形象与群体形象一致性以及感知面子的维度三个方面对二者关系进行探讨。研究一主要探讨消费者个性对品牌声誉与消费者感知面子之间关系的调节作用,通过实证检验得出面子意识、自我监控对品牌声誉与感知面子的关系具有调节作用；研究二主要从品牌形象与群体形象一致性的角度出发,验证消费者消费品牌与成员群体之间一致性程度对品牌声誉与感知面子之间关系的调节作用；研究三主要从感知面子的两个维度出发,探查品牌声誉对这两个维度的影响。
最后,本研究在所得结论的基础上指出了本研究的局限性,并对其在理论上的贡献和实际操作中的意义进行探讨和总结,最终通过本研究提出对未来相关方面研究的展望。
With the economic fast growing and the living standard dramatic improvement, consumers not only make choices depending on the utility and basic value of the products, but also satisfy their psychological need through certain consuming habit or brands, which they expect to improve their personal or public image, show their personality and light up their face.Followed comes the'Face Economy'.Some people would wonder what effect has the brand reputation exerted on consumer perception of face? So this research is aimed to answer this question and to explore the relationship.
Firstly, on the basis of literature review and summarization of the brand reputation, consumer perception of face, this study explore their relationship from the aspect of consumers personality, the consistency of brand image and community image, and the three dimensions of face perception.
StudyⅠexplore the regulatory role consumer personality played in the relationship between brand reputation and consumer perception of face, and confirmed that the face awareness and self-monitoring play a moderate role in the relationship between brand reputation and perception of the face.
StudyⅡ, mainly on the basis of the consistency between brand image and group image, testify the regulatory role that the consistency of consumer brands with avoid consumer groups and affiliated groups played in the between the brand reputation and perception of face relationship.The results verify that the consistency of brand image with group image is more effective than that with avoid group.
StudyⅢon the basis of the two dimensions of the perception of face, study the brand reputation's effect on the two dimensions.
Finally, the study concludes the limitations and summarizes theoretical and practical contributions and point out the relevant further research outlook in the end.
引文
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[46]杜伟强,于春玲,赵平.参照群体类型与自我-品牌联系[J].心理学报,2009,141(12),156-166.
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[2]Li,J J,Su C. How face influences consumption:A comparative study of American and Chinese consumers [J].International Journal of Market Research,2007,49(2) 237-256.
[3]杜建刚,范秀成.补救后满意中的面子与情绪机制研究.2007年JMS中国营销科学学术年会论文集[C],上海：[出版者不详],2007.
[4]Hu H C.(胡先晋).The Chinese concept of "face"[J].American Anthropologist, 1944,46:45-64.
[5]Goffman.On face-work:An analysis of ritual elements in social interaction[J]. Psychiatry,1955,18:213-231.
[6]Ho D Y F.(何友晖).On the concept of face [J].American Journal of Sociology, 1976,81:867-884.
[7]Brown P, Levinson S C. Politeness:Some universals in language usage [M].London: Cambridge University Press,1978.
[8]陈之昭.面子问题之研究.台湾大学心理学研究所硕士论文[D],台北：台湾大学心理学研究所,1982.
[9]翟学伟.中国人的脸面观：有关其向度的若干假设[J].文化、心病及疗法,1994,338-348.
[10]乐国安.当前中国人际关系研究[M].天津：南开大学出版社,2002.
[11]Cheng C Y.(成中英).The concept of face and its Confucian roots [J].Journal of Chinese Philosophy,1986,13:329-348.
[12]Spencer-Oatey, Helen.Managing rapport in talk:Using rapport sensitive incidents to explore the motivational concerns underlying the management of relations [J].Journal of Pragmatics,2002(34):21-39.
[13]Brown B R,Garland H. The effects of incompetency, audience acquaintance-ship, and anticipated evaluative feedback on face-saving behavior[J].Journal of Experimental Social Psychology,1971,7:490-502.
[14]朱瑞玲.有关面子的心理与行为现象之实证研究[D].台北：台湾大学心理学研究所,1983.
[15]Wong N Y, Ahuvia A C. Personal Taste and Family Face:Luxury Consumption in Confucian and Western Societies[J].Psychology and Marketing,1998,15(5):423-441.
[16]Bao Y,Zhou K Z,Su C. Face Consciousness and Risk Aversion:Do They Affect Consumer Decision-Making?[J].Psychology and Marketing,2003,20(8):733-755.
[17]Leung T K P,Chan R Y. Face, favour and positioning-a Chinese power game[J]. European Journal of Marketing,2003,37(6):1575-1598.
[18]杜建刚,范秀成.基于面子和情绪视角的顾客抱怨倾向机制研究.2007年JMS中国营销科学博士生论坛论文集[C],上海：[出版者不详],2007.
[19]陈艺妮,金晓彤.中国文化价值观对礼品馈赠行为的影响研究.2008年JMS中国营销科学学术年会论文集[C],西安：[出版者不详],2008.
[20]Aaker, Keller. Consumer evaluations of brand extensions [J].Journal of Marketing, 1990,54(1):27-41.
[21]Herbig,Mllewicz J. The relationship of reputation and credibility to brand success [J].Journal of Consumer Marketing,1993,10 (3):18-24.
[22]Selnes F.Effects of supplier reliability and benevolence in business marketing [J].Journal of Business Research,2000,49(3):259-271.
[23]Fomburn C J. Reputation:realizing value or form the corporate image [M].Boston: Harvard Business School Press,1996.
[24]Shenkar,Yuchtman-Yaar E. Reputation, image, Prestige and goodwill:a interdisciplinary approach to organizational standing [J].Human Relation,1997,59 (11):1361-1381.
[25]Chernatony L D.Brand management through narrowing the gap between brand identity and brand reputation[J].Journal of Marketing Management,1993,5(1):157-179.
[26]Fombrun C J. Who's tops and Who Decides? The Social Construction of Corporate Reputations [D].School of Business of New York University,1996.
[27]Bhat B,Bowonder B. Innovation as an Enhancer of Brand Personality:Globalization Experience of Titan Industry [J].Creativity and Innovation Management,2001, (1):26-39.
[28]Tsai T S.A comparative study of the effects of the global brand and the local brand on consumer behavior-the fried chicken fast food restaurant[D].Department of Business Administration Chaoyang University of Technology,2005.
[29]Luis M B Cabral.Introduction to industrial organization [M].The MIT Press,2000.
[30]Brady,Arlo. How to generate sustainable brand value from responsibility [J]. Journal of brand management,2003,10(4),279-289.
[31]李国峰,邹鹏,陈涛.产品伤害危机管理对品牌声誉与品牌忠诚关系的影响研究[J].中国软科学,2008(1)：108-134.
[32]Stmabuagh S A. National brands vie for the consumer nod [J].After market Business,1994,104(3):22-36.
[33]Roach D E.Wherry R J. The use of hierarchical factor analysis in the cetermination of corporate image dimensions[J]. Educational and Psychological Measurement,1972,32(1):31-44.
[34]J Milewicz,P Herbig.A Quantitative Analysis of the Relative Efficiency Between Overt and Covert Market Signals [J].Journal of Promotion Management,1997(2):221-234.
[35]Valarie A, Zeithaml.Consumer Perceptions of Price,Quality,and Value:A Means-End Model and Synthesis of Evidence[J].The Journal of Marketing,1988,52(3):2-22.
[36]Allen M Weiss, Erin Anderson, Deborah J. Maclnnis.Reputation Management As a Motivation for Sales Structure Decisions[J].Journal of Marketing,1999(10),57-74.
[37]Carl Shapiro. Premiums for High Quality Products as Returns to Reputations.The Quarterly Journal of Economics[J].1983,98(4):659-680.
[38]Jennifer L Aaker.Dimensions of Brand Personality [J].Journal of Marketing research,1997,34(3):347-356.
[39]Rosenberg, Morris.Conceiving the Self [M].New York:Basic Books,1979.
[40]Sirgy. Testing a Self-Concept Model Using a Tangible Product[J].Proceedings of the American Psychological Association-Consumer Psychology Division,1981, 89(17):46-63.
[41]曹高举,消费者自我概念、生活方式与选购产品品牌个性关系的研究[D].浙江：浙江大学,2005.
[42]胡左浩,黄飞华,赵平.消费者选择的Multinomial Logit模型及其应用——以我国轿车市场为例[J].中国管理科学,2007(1)：12-18.
[43]Escalas J E,Bettman J R. You are w hat they eat:The influence of reference groups on consumer connections to brands [J].Journal of Consumer Psychology,2003, 13:339-348.
[44]Susan Fournier. Consumers and Their Brands:Developing Relationship Theory in Consumer Research Susan Fournier [J].The Journal of Consumer Research,1998, 24(4):343-373.
[45]Escalas J E,Bettman J R. Self-construal,reference groups,and brand meaning[J]. Journal of Consumer Research,2003,32:378-389.
[46]杜伟强,于春玲,赵平.参照群体类型与自我-品牌联系[J].心理学报,2009,141(12),156-166.
[47]姜凌,王成璋,姜楠.奢侈与大众：参照群体影响下的自我-品牌联系[J].商业经济与管理,2009,9：73-80.
[48]李东进,吴波,王大海.中国消费者购买意向模型—对Fishbein合理行为模型的修正.2008年JMS中国营销科学学术年会论文集[C],西安[出版者不详],2008.
[49]Haksin Chan,Lisa C Wan, Leo Y M Sin. The Contrasting Effects of Culture on Consumer Tolerance:Interpersonal Face and Impersonal Fate [J].Journal of consumer research,2009(36),292-304.
[50]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,2009,5：81-86.
[51]Mark Snyder. Self-monitoring of expressive behavior[J].Journal of personality and psychology,1974,30(4):526-537.
[52]Richard C, Becherer, Lawrence M Richard.Self-Monitoring as a Moderating Variable in Consumer Behavior[J].The Journal of Consumer Research,1978,5(3):159-162.
[53]Debono K G, Packer. Understanding Consumer Decision-making Proeesses:The Role of Form and Fuction Product Evaluation [J].Journal of Applied Social Psychology, 1991(20):1383-1395.
[54]KG DeBono, Rubin. Country of origin and perceptions of product quality:An individual difference perspective[J].Basic and Applied Social Psychology,1995(6):27-40.
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