中国文化背景下权力感对送礼行为的影响:关系取向的调节作用

被引：5

作者：

江红艳 ^{[1
]}

许梦梦 ^{[1
]}

陈红 ^{[1
]}

孙配贞 ^{[2
]}

机构：

[1] 中国矿业大学管理学院

[2] 不详

来源：

管理评论 | 2019年 / 31卷 / 03期

基金：

国家自然科学基金重点项目;

关键词：

权力感; 送礼行为; 关系取向; 感知愉悦; 感知回馈;

D O I：

10.14120/j.cnki.cn11-5057/f.2019.03.015

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

前人研究发现个体的权力感会增强或减弱消费者的送礼行为。本文试图解决以往研究中的分歧,基于情境聚焦理论考察中国文化背景下关系取向如何调节权力感对送礼行为的影响及其内在作用机制。通过两个研究发现:公共关系取向下,高(vs.低)权力感消费者更倾向于开展送礼行为;交换关系取向下,高(vs.低)权力感消费者较少倾向于开展送礼行为。而且,送礼感知(即感知愉悦和感知回馈)在不同关系取向下权力感对送礼行为的影响中发挥中介作用。本文从情境聚焦理论的视角辨析了权力感对送礼行为发挥影响的边界作用条件,整合了不同文献证据间的对立观点,具有重要的理论贡献。同时,本研究对中国文化背景下送礼消费的营销宣传和广告策划都具有实践意义。

引用

页码：166 / 177

页数：12

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