Research On The Influencing Factors Of Funding Amount Of Wedding "Fenziqian"

The Chinese phenomenon of wedding wine is not only a ritual of interpersonal communication,but also a carrier form of emotional communication.In order to improve the social atmosphere and reduce the burden of people’s social living expenses,the Politburo meeting of the CPC Central Committee also specially discussed and proposed to control some bad habits such as bad marriage habits.In Chinese history,give out "Fenziqian" was originally a fundraising behavior in the circle of relatives and friends.Today,it has increasingly evolved into a cumbersome form of social interaction or a ritual that has to be held for the sake of "Mian zi",increasing the economic burden of urban and rural residents and causing economic and social pressure on families,especially young people.At the same time,there is a lot of waste and even corruption.This paper selects this common social phenomenon that lacks theoretical research as the research object,explores the motivation and influencing factors of "Fenziqian",and explains its internal mechanism from a theoretical point of view.In order to provide a theoretical basis for the country to formulate relevant policies to change customs in practice.Based on social network theory,social exchange theory and "Mian zi" theory,from the aspect of emotional expression,this paper studies the influence of intimacy,trust and dependence,and sense of responsibility on the amount of "Fenziqian" and explores the mediating role of trust and dependence and sense of responsibility.From the aspect of social norms,this paper studies the anchoring effect(the impact of anchoring level on the amount of funds),and explores the moderating effect of want of "Mian zi" and fear of losing "Mian zi".This paper conducts a questionnaire survey on 755 members of the public who have experience in "Fenziqian",and uses quantitative tools and software to conduct reliability,validity tests,correlation analysis and regression analysis on the collected data.Based on the empirical results,the following conclusions are drawn:(1)The degree of intimacy between the invitee and the wedding sponsor has a positive impact on the amount of "Fenziqian",trust and dependence,sense of responsibility play a mediating role between them,and both play a chain mediation role;(2)The amount of "Fenziqian" is not completely determined by sponsor themselves.They often follow the potential standards in the social circle.The anchoring level positively affects "Fenziqian" amount.The anchoring effect is stronger than the influence of intimacy,"Fenziqian" has the momentum to transform from emotional expression to custom.(3)Fear of losing "Mian zi" positively moderates the impact of anchoring level on the amount of "Fenziqian",which affects the anchoring effect of"Fenziqian" amount to a certain extent,but want of "Mian zi" has no significant moderating effect.This article applies social network theory to the research on traditional Chinese custom of "Fenziqian",and innovatively explains the antecedent and mediating mechanism of "Fenziqian";It proves the influence of fear of losing "Mian zi" on the anchoring effect of "Fenziqian";It makes up for the lack of pure logical reasoning in the existing literature.The article is only based on the perspective of investors,and does not explore from the perspective of sponsors;it only analyzes Chinese samples,and has no explanatory power for "Fenziqian" in other cultural backgrounds.