The Research On The Influence Factors On Face Consciousness Of Chinese Consumers In Brand Decision-making

Face is the important social behavior which dominates the Chinese social concept. Face consciousness represents Chinese consumers’ desire to earn face, save face, and not fall face in social interactions. There are differences in the desire to face when Chinese consumers make a choice and purchase goods or brands.This article launches research on face consciousness in the process of brand decision by Chinese consumers, based on the perspective of consumer personal trait. The article makes a positive analysis on the relation and influence among consumers’ need for uniqueness, desire for control, susceptibility to interpersonal influence and face consciousness in brand decision-making, and the influence mediated by consumer confidence as well by sampling Chinese consumers. The findings show that consumers’ need for uniqueness, desire for control and susceptibility to interpersonal influence have significant influence on face consciousness, in which consumer confidence is the intermediary variable. Accordingly, China’s culture on social orientation and collectivism makes it clear to some extent to explain the reasons behind this kind of influence.