关键词: 面子, 社会化媒体, 口碑, 口碑传播意愿, 网络口碑

Abstract:

Electronic word of mouth(EWOM) is consumers’ reviews of products, service, which includes positive Word of Mouth（WOM） and negative WOM. Prior studies of western scholars believe that people like to diffuse more negative WOM than positive WOM. In China, Mianzi is a psychological experience in interpersonal communication, which is the individual social dignity gained from others or the public image recognized by others. Chinese people pay great attention to their Mianzi, and want to gain Mianzi and fear to lose Mianzi when they communicate with others. In order to create a good self image, Chinese people tend to do face work. We do two experiments to study the influence of Mianzi on social medial users’ EWOM. The conclusions are: (1) Mianzi psychology has power influence on WOM spread behavior. In order to gain their Mianzi, chinese people like to diffuse positive WOM and reject diffusing negative WOM;(2)Mianzi has a greater impact on the WOM when Chinese people buy high-end brand product, and has little impact when Chinese people buy low-end brand product.

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