抑制还是促进?面子意识对社交折扣的双刃剑效应
Restrain or Boost?The Double-edged Sword Effect of Concern for Face on Social Coupon
涂铭 1汪兴东 2丁周瑾 1郭子政3
作者信息
- 1. 华中农业大学经济管理学院,武汉 430070
- 2. 江西农业大学经济管理学院,南昌 330045
- 3. 武汉大学经济与管理学院,武汉 430061
- 折叠
摘要
现有文献普遍认为面子意识对传统线下折扣行为有消极影响,但对于如何影响社交折扣却鲜有涉及.本文从印象管理视角,通过三个研究揭示了面子意识对社交折扣的双刃剑效应.研究结果表明:(1)面子意识会促进帮人砍价,自我提升在其中起中介作用.(2)面子意识会抑制求人砍价,受评忧虑在其中起中介作用.(3)折扣形式在上述关系中起调节作用,相对于互助型折扣,求助型折扣会增强面子意识对自我提升的正向影响,进而促进帮人砍价;相对于求助型折扣,互助型折扣会削弱面子意识对受评忧虑的正向影响,进而削弱面子意识对求人砍价的抑制作用.
Abstract
Existing studies mainly discuss the negative relationship between concern for face and traditional offline discount participation,but neglect the impact on social coupon.This paper explores the double-edged sword effect of concern for face on social coupon behaviors from the perspective of impression management.Through three studies,we examine the influence of concern for face on help-giving and help-seeking in social coupon through different impression management motives in the conditions of different social coupon types(seek-help vs.mutual-help).The results show that concern for face increases consumers'help-giving intention in social coupon through self-enhancement and inhibit consumers'help-seeking intention in social coupon through evaluation apprehension.Specifically,on the one hand,compared with mutual-help social coupon,seek-help social coupon enhances the positive influence of concern for face on self-enhancement,and thus increases the help-giving intention in social coupon.On the other hand,compared with mutual-help social cou-pon,seek-help social coupon increases the positive effect of concern for face on evaluation apprehension,and thus decreases consumers'help-seeking intention in social coupon.The results of this paper reveal theoretical foundation for understanding social coupon and provide managerial implication for marketing practice of social coupon.
关键词
面子意识/社交折扣/印象管理/求人砍价/帮人砍价Key words
concern for face/social coupon/impression management/help-giving in social coupon/help-seeking in social coupon引用本文复制引用
基金项目
国家自然科学基金项目(71702063)
国家自然科学基金项目(72264012)
教育部人文社会科学研究青年基金项目(17YJC630140)
出版年
2024
NETL
NSTL
万方数据