Research On The Influence Of Face Consciousness On Consumers' Conspicuous Consumption Behavior

Since the reform and opening up,the Chinese economy has maintained steady and rapid development.With the changes and transformation of social conditions,as well as the improvement of residents' living standards and quality,consumers' purchasing power is further strengthened.Their daily purchasing behavior has also become more than just addressing the issue of food and clothing,but focusing more on the social status and reputation of the added value of the product.In the Chinese social and cultural environment,this behavior with conspicuous consumer psychology is closely related to the face consciousness of consumers.The face complex of Chinese consumers is to make the special consumption behavior of conspicuous consumption spread rapidly,and it has attracted the attention of relevant scholars and enterprises in China.The interaction of individual traits and external contexts determines individual behavior.The heterogeneity of individuals leads to the fact that each person's facial ideology is not completely consistent.Therefore,through the method of empirical research,this paper starts from the practical problems of the consumer market,takes the perspective of psychological theory as the starting point,and combines the related research of scholars in the past to explore the different consumption of face-to-face consciousness to consumers.At the same time,because China is a country with a strong collectivist culture,emphasizing the harmonious relationship between individuals and groups,each person's behavior is inevitably more or less influenced by the surrounding reference groups.Therefore,this study introduces the influence of reference group as a regulatory variable between the relationship between face consciousness and conspicuous consumption behavior,and explores the role of different dimensions in regulating the relationship between the two.Through the above analysis,it attempts to provide theoretical and empirical evidence for understanding the process and mechanism of consumers' conspicuous consumption behavior.In this paper,the collected sample data is analyzed and processed by SPSS21.0 and AMOS24.0 analysis software,and the original theoretical hypothesis is demonstrated.The results show that the consumer's consistency face consciousness,difference face consciousness and others' guiding face consciousness are all have a positive impact on its conspicuous consumption behavior,and the degree of influence of differential face consciousness is greater than that of other people's oriented face consciousness than the consistency face consciousness.At the same time,the informational influence and normative influence of the group have a negative adjustment effect on the relationship between the three-dimensionality of face consciousness and conspicuous consumption behavior.