CAJ | 학술논문

面子是千百年来中国人最重视的文化价值观之一。当下有关面子与消费的研究逐渐兴起，被作为本土消费者行为研究的一个有力的切入点。面子作为一种符号资本，其在消费社会中的重要性不言而喻。对中国消费者面子与消费行为的研究，有助于发现和理解当下中国消费者的消费认同特征和消费追求的符号意涵。本文对消费者的面子做出了释义，以“心理—行为”思路从消费者的面子来源和认知、面子消费的动机和决策、面子对消费行为的影响三个方面总结了研究现状，并指出了现有研究的局限。在未来的研究中，消费者面子的内涵、面子的形成机制、面子与文化消费行为的关系值得深入探讨。
면자시천백년래중국인최중시적문화개치관지일。당하유관면자여소비적연구축점흥기，피작위본토소비자행위연구적일개유력적절입점。면자작위일충부호자본，기재소비사회중적중요성불언이유。대중국소비자면자여소비행위적연구，유조우발현화리해당하중국소비자적소비인동특정화소비추구적부호의함。본문대소비자적면자주출료석의，이“심리—행위”사로종소비자적면자래원화인지、면자소비적동궤화결책、면자대소비행위적영향삼개방면총결료연구현상，병지출료현유연구적국한。재미래적연구중，소비자면자적내함、면자적형성궤제、면자여문화소비행위적관계치득심입탐토。
Face(mianzi)has been one of the most important cultural values in China for thousands of years .The study of face and consumption rises gradually in recent years ,which is regarded as a point of penetration to reveal local consumer behavior research .As a kind of symbolic capital ,it goes without saying that face is also significant in the consumption socie‐ty .The study of face and Chinese consumer behavior is beneficial to the discovery and under‐standing of contemporary consumer identity characteristics and symbolic meanings of con‐sumption pursuit .This paper gives a definition of the Chinese concept of face and overviews the research status through three aspects ,namely origin and cognition of face consciousness , face consumption motivations and decisions ,the influence of face on consumer behavior ,from the perspective of psychology—behavior route .Then it points out current research shortcom‐ings .As for future research ,the connotation of consumers’ face ,the formation mechanisms of face consciousness ,the relationship between face and cultural consumption behavior are worthy of in—depth discussion .