A Study on Chinese Spring Festival Consumption of New Generation Migrant Workers : A Focus on LIAN and MIANZI Culture

• 영문명: A Study on Chinese Spring Festival Consumption of New Generation Migrant Workers : A Focus on LIAN and MIANZI Culture
• 발행기관: 한국무역연구원
• 저자명: Peng Fan Sang-Soo Park
• 간행물 정보: 『무역연구』제11권 제5호, 29~42쪽, 전체 14쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2015.11.30

영문 초록

Our paper is aimed at understanding consumption patterns of new generation migrant workers during the Chinese spring festival. The purpose of this paper is to investigate the extent to which Chinese face (LIAN and MIANZI) is related to consumption and to examine the mediating role of social alienation. It has been fully proven that Chinese face promotes the consumption of luxury items and gift-giving in the past years. From the perspective of Chinese people, our research focuses on dividing Chinese face into three dimensions: LIAN, Ability-Oriented MIANZI and Relationship-Oriented MIANZI. 252 new generation migrant workers in China were used to test the relationship between Chinese face, social alienation and Chinese spring festival consumption. LIAN, Ability-Oriented MIANZI, Relationship-Oriented MIANZI and social alienation was found to be a positive predictor of Chinese spring festival consumption, and the data were consistent with a model positioning social alienation as a mediator of the LIAN and MIANZI to Chinese spring festival consumption.

목차

I. Introduction

II. Literature Review and Hypotheses

III. Empirical Analysis

IV. Conclusions

키워드

Chinese Face Chinese Spring Festival Consumption Social Alienation