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面子作为中国人最为常见的一种文化现象,影响着中国人生活的方方面面。随着互联网的不断发展,人们在网络上花费的时间和消费的金钱也越来越多。作为一个虚拟的世界,网络世界无论是交流方式还是社会线索上都与现实世界存在着明显的差异。但同时,由于在网络使用的过程中,对于不同网站的网络使用者都有着唯一的身份象征,因而,为了维护自身在这虚拟世界中的自我形象,网络使用者可能会存在与现实生活中类似的面子意识。首先,本研究探索了网络面子意识所存在的维度及其具体的内涵。结果发现,网络面子意识包括三个维度:网络影响力,网络身份和网络关系。其次,本研究验证了网络面子意识对网络口碑传播意愿的正向影响关系;同时发现在不同关系强度的网站类型下,这一影响关系存在着显著差异。具体来说,在陌生的关系类型下,网络面子意识对口碑传播意愿起到积极的影响,而在熟悉的关系类型下,这一影响关系反而不显著。由此,验证了关系类型在网络面子意识对口碑传播意愿的影响关系中起调节作用。最后,本研究就网络与现实世界中的面子意识之间的关系和差异进行了对比和讨论。
As the most common cultural phenomenon in China, face affects all aspects of Chinese life. As the Internet continues to evolve, people spend more time and money on the Internet. As a virtual world, there is a clear difference between the online world and the real world both in terms of communication mode and social clues. However, in the process of using the Internet, the users of different websites have unique identities. Therefore, in order to maintain their own self-image in the virtual world, the network users may have something similar to the real life Face awareness. First of all, this study explores the dimensions and specific connotations of network face-awareness. The result shows that the network face-saving includes three dimensions: network influence, network identity and network relationship. Second, the study verifies the positive influence of the network face-to-face subconsciousness on the WOM’s willingness to spread, and at the same time, it finds that there is a significant difference in the relationship between the different types of website. Specifically, under unfamiliar types of relationships, network face-to-face subconsciousness has a positive impact on WOM intent, whereas under the familiar type of relationship, the impact relationship is not significant. From this, it is verified that the relationship type plays a mediating role in the influence of the network subconsciousness on the WOM effect. Finally, the present study compares and discusses the relationships and differences between face-awareness in the real world and the Internet.