Study On The Relationship Between Confucian Values And Face Consumption Behavior

Confucian values are orthodox ideology and mainstream consciousness in Chinese feudal society,which have been in existence for two thousand years in Chinese society,and this traditional culture value has dramatic influence on Chinese ideas and behaviors.So,this research will discuss the influence of Confucian values on face consumption behavior which is very universal in Chinese society bases on classical content of Confucian philosophy,and the marketing inspiration of research conclusion.This research sets "benevolence","propriety","righteousness","faithfulness","loyalty","filial piety","the doctrine of mean" as seven factors of Confucian values,and divides face consumption behavior as "individual face consumption behavior","family face consumption behavior","friends face consumption behavior" and"career face consumption behavior",then discuss the influence of those seven factors on the four dimensions of face consumption value.Self-esteem is the individual's overall evaluation on oneself,and the evaluation situation on oneself will influence its consumption behavior,so this research sets self-esteem as moderator variable,then discusses self-esteem will or not moderate the influence of Confucian values on face consumption behavior.Differences in demographic variables lead to differences in behaviors,so this paper also analyzes the influence of demographic variables on face consumption behavior.Using SPSS 19.0 and AMOS 19.0 for data analysis and hypothesis verification.Results of data analysis show that some factors have influence on face consumption behavior,self-esteem moderates the influence of some Confucian values factors on face consumption behavior,and some factors of demographic variables have influence on face consumption behavior.