抑制还是促进？面子意识对社交折扣的双刃剑效应

摘要/Abstract

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。

关键词: 面子意识, 社交折扣, 印象管理, 求人砍价, 帮人砍价

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 coupon, 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.

Key words: concern for face, social coupon, impression management, help-giving in social coupon, help-seeking in social coupon

涂铭, 汪兴东, 丁周瑾, 郭子政. 抑制还是促进？面子意识对社交折扣的双刃剑效应[J]. 管理评论, 2024, 36(6): 157-168.

Tu Ming, Wang Xingdong, Ding Zhoujin, Guo Zizheng. Restrain or Boost? The Double-edged Sword Effect of Concern for Face on Social Coupon[J]. Management Review, 2024, 36(6): 157-168.

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