CAJ | 학술논문

面子意识是一个内涵丰富且复杂的社会心理概念，它时常支配和调节着人们的各种社会行为，反映出中国人一种典型的社会心理。文章将其作为一个多维度构念进行探究，分析其对消费者购物决策风格的影响，考察代际和性别对其影响的调节作用。研究发现，面子意识包括德、才、美、睦、赞5个维度，消费者购物决策风格的八因子模型在本研究中也得到了支持。从总体上看，面子意识对消费者追求完美、重视品牌、新颖时尚、购物享乐和习惯忠诚等5种购物决策风格都有显著的正向影响作用，代际和性别在二者关系上也表现出一定的调节作用。文章最后讨论了研究的意义和局限性。
면자의식시일개내함봉부차복잡적사회심리개념，타시상지배화조절착인문적각충사회행위，반영출중국인일충전형적사회심리。문장장기작위일개다유도구념진행탐구，분석기대소비자구물결책풍격적영향，고찰대제화성별대기영향적조절작용。연구발현，면자의식포괄덕、재、미、목、찬5개유도，소비자구물결책풍격적팔인자모형재본연구중야득도료지지。종총체상간，면자의식대소비자추구완미、중시품패、신영시상、구물향악화습관충성등5충구물결책풍격도유현저적정향영향작용，대제화성별재이자관계상야표현출일정적조절작용。문장최후토론료연구적의의화국한성。
Face consciousness is a social-psychological concept with rich and complex implications, which often dominate and regulate a variety of social behaviors, reflecting typical social-psychological characteristics of the Chinese people. In this study, we ex- plore the multi-dimensional construct of face consciousness, analyze their impact on consumer decision-making style, and examine the moderating role of generation and gender differences. The study found that face consciousness is a multi-dimensional concept including morality, competence, beauty, harmony, and praise. And the 8-factor model of consumer decision-making styles is also conformed in this study. Overall, face consciousness has significant positive effect on the consumer decision-making styles of perfectionism, high-quality consciousness, brand consciousness, novelty-fashion conscious, recreational, hedonistic, and habitual, brand-loyalty, modera- ted by the generation difference and gender to some extent. Finally, we discuss the implications and limitations of this study.