【摘 要】
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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 ne
【机 构】
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School of Business,Sun Yat-Sen University
【出 处】
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香港城市大学,西安交通大学,南卡罗来纳大学
论文部分内容阅读
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.
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