Luxury Consumption of Chinese People for Gaining Face or Protecting Face:Moderating Effect of Individual Regulatory Focus

摘要：

　　Based on previous research,face in China has a close relationship with luxury consumption.However,empirical researches in this area are not abundant.This study focuses on the sub-dimensions of face need,that is,”LIAN NEED” and ”MIAN NEED” as well as their influences on luxury buying intention of Chinese people.We found that consumers with different level of ”LIAN NEED” and ”MIAN NEED” have different luxury consumption purposes.Consumers with higher ”LIAN NEED” tend to buy luxuries that delivers the ”protective face orientation”(PFO)value,while consumers with higher ”MIAN NEED” tend to buy luxuries that delivers the ”acquisitive face orientation”(AFO)value.Moreover,consumers” regulatory focus moderates the relationship between their face need and luxury buying intention.Specifically,for consumers with high ”LIAN NEED”,prevention-focus oriented consumers are more likely to purchase luxury goods that deliver PFO value than promotion-focus oriented consumers; For consumers with high ”MIAN NEED”,promotion-focus oriented consumers are more likely to purchase luxury goods that deliver AFO value than prevention-focus oriented consumers.

关键词： Face Need Luxury Regulatory Focus

作者: Zhuomin Shi Liansheng Lai

作者单位: School of Business,Sun Yat-Sen University

会议类型: 国内会议

会议名称: China Marketing International Conference 2015 (2015中国市场营销国际学术年会)

会议地点: 西安

会议语种:英文

页码: 299-314

在线出版日期: 2015-07-24（万方平台首次上网日期，不代表论文的发表时间）