An Empirical Analysis of Face Concept and Social Relationship Quality Influencing College Students Bandwagon Consumption
In colleges, bandwagon consumption is very serious due to the aspects of social, family and personal.From the face concept and social relationship quality, this paper explores the college students influencing factors of bandwagon consumption the empirical research shows that the self-face has significantly influenced the college students bandwagon consumption, but the others face has not significantly influenced it;the relational liking and the perceived relational similarity have a significant positive impact on the college students bandwagon consumption.The empirical research also shows that the relational liking has a significant positive impact on the others face, but it has not significantly influenced the self-face;the perceived relational similarity has not significantly impacted the self-face and the others face.
Face concept Social relationship quality Bandwagon consumption Empirical analysis
LEI Qi
School of Business, Jiujiang University, Jiujiang, Jiangxi, P.R.China, 332005
国际会议
北京
英文
238-243
2014-06-28（万方平台首次上网日期，不代表论文的发表时间）