The Influence Of Price Comparison On Consumer Perceived Face

Face is an important concept influencing everyday behavior of Chinese,and this influential action is strengthening along with the developing economy in China and the improving living standard of Chinese.Some enterprises have already added the factor of face in their marketing strategy, but the study of face's influencing factor is deficient. Which factor will influence consumers'face on earth? What marketing strategy that enterprises adopting will increase consumers'face?We try to resolve the above questions on the base of relevant former research. First, we proposed the concept of consumer perceived face on the base of reviewing relevant theories and researches in the fields of face.We proposed that price comparison have main effect on perceived face based on the review of relevant studies on product price, and examined the moderating effect of product category. Then; we adopted theory of society comparison and examined the main effect in different society comparison situations. At last, we reviewed materialism and interpersonal influence and examined their moderating effect on the main effect.We tested our research hypothesizes through performing experiments and collecting data. We found that price comparison impact consumers' perceived face positively and significantly, and this impact is moderated by product category. There are differences of the effect of price comparison on perceived face between downward parallel and upward comparison situations. Parallel comparison is the most significant and there are no clear differences between downward and upward comparison situations.The effect of price comparison on perceived face is moderated by materialism and interpersonal influence.At the end of this paper, we discussed the implications, contributions and limits of our research. Then we gave some advices on future research.