Restrain or Boost? The Double-edged Sword Effect of Concern for Face on Social Coupon

Abstract

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

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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