Face Consciousness, Long-term Orientation And Consumer Decision-making Styles In The Chinese Society

This thesis's purpose is to use empirical study to find how consumer'face consciousness and long-term orientation influence the decision-making style. At first, this thesis analyzed that both face consciousness and long-term orientations are the popular cultural values in Chinese customer's mind and present the origin of face consciousness and long-term orientation. And then it discusses and makes some correlation test hypothesis about how customers'face consciousness and long-term orientation and their transactional effect influence the three kind of decision-making style (brand preference, fashion preference and price preference).What's more, the thesis describe the field work of the relevant questions survey and introduce the source of the questionnaire, processing of the data and the methods to solve the problems. After that, the thesis tries to analyze the data to prove whether the hypotheses are true by means of regression analysis. The data comes from relevant questionnaire survey. The thesis makes some conclusions. The conclusions are as follow. Face consciousness enjoys correlation with all three kind of decision-making style. Both brand preference and fashion preference have positive correlation with face consciousness and price preference has a negative one. Long-term orientation only has a positive correlation with brand preference. Transactional effect between face consciousness and long-term orientation has correlation with brand preference and fashion preference. Finally thesis shows how to apply the conclusions to run business and marketing. Compared with other research, this thesis pays more attention on the data analysis and uses mathematics way to prove the results. This thesis also emphasize the transactional effect between face consciousness and long-term orientation.