Dan Wang
School of Business, Chizhou University
Sigen Song*
School of Economics and Management, Shanghai Institute of Technology
Fanny Fong Yee Chan
Department of Marketing, The Hang Seng University of Hong Kong
Linyan Feng
School of Business Administration, Anhui University of Finance and Economics
Abstract
Purpose – Expenditures on beauty, fitness and body shaping by females have increased significantly in recent years. Most previous studies examined this from the psychological perspective of self-acceptance and self-liking. However, this phenomenon may also have social implications. This study aims to provide a profound understanding of the social environment for female professionals as well as actionable insights for the government and social institutions.
Design/methodology/approach – A research model was developed based on impression management and social identity theories incorporating impression management motives, impression construction consumption and social identity. A survey study of 419 Chinese female professionals was conducted to test the research model.
Findings – This study surveyed 419 Chinese female professionals and found that impression management motives significantly drove female professionals to spend on their faces and bodies for impression construction, which in turn contributed to the enhancement of their social identities in three dimensions: relational identity, public identity and collective identity.
Originality/value – In a male-dominated society, it has become a norm that females should be cautious about their facial appearance and body shape. Females are often forced to consume to attain physical attractiveness and to construct a favorable social image. This study shows that consumption for impression construction has become a frequently used strategy for impression management and identifies key areas of societal concern.
Keywords：Female professionals, Impression construction, Consumption, Social identity
摘要
研究目的——近年来，女性在美容、健身和塑身方面的支出大幅增加。之前的多数研究依据心理学理论从自我接纳和悦己来考察这一点。然而，这一现象也可能具有社会影响。本研究旨在为女性专业人员提供对社会环境的深刻理解，并为政府和社会机构提供可操作的见解。
研究设计/方法/方法——基于印象管理和社会认同理论，结合印象管理动机、印象构建消费和社会认同，开发了一个研究模型。对419名中国职业女性进行了一项调查研究，以检验这一研究模型。
研究结果——这项研究问卷调查了419名中国女性专业人员，发现印象管理动机显著推动职业女性在面容和塑形上花费并以此来进行印象构建，这反过来有助于增强她们在三个维度上的社会认同：关系认同、公共认同和集体认同。
原创价值——在男性普遍主导的社会中，女性应该保持较好的容貌和体型已经成为一种常态。女性通常被迫为保持形体吸引力和建立受欢迎的社会形象而进行消费。这项研究表明印象构建消费已成为印象管理的常用策略，也界定了社会应给予关注的关键点。
关键词：职业女性，印象构建，消费，社会认同
引用/Citation
Wang, D., Song, S.*, Chan, F.F.Y., and Feng, L. (2023), The impact of impression construction consumption on social identity: a study on Chinese female professionals, Journal of Social Marketing, Vol. 13 No. 2, pp. 194-217. https://doi.org/10.1108/JSOCM-03-2022-0066.
* Corresponding author