The Influence Of Product Coverage On Consumer Perceived Face Research

As an important concept in Chinese people's daily lives, it affect the Chinese culture as well as the daily consumption. This study focus on Chinese "Face" concept and find our study question from the people's daily consumption behavior, that is, how does the product coverage affect on consumers'perception of the face? At the same time, based on the previous study about consumption behavior, we found Consumers'Need for Uniqueness and Self-Construal important affect on consumption psychology and behavior, and we get them as two moderator of this study.We use the experiments to verify our assumptions and divide into two experiments. Experiment One is to inspect the main effect of Product Coverage on Face and the moderator of NFU. The result suggests that Product Coverage has significantly main effect on Save Face, but Consumers'Need for Uniqueness don't has interaction effect. However, the interaction effect of CNFU in the main effect Product Coverage to Gain Face. When CNFU very high, the effect of Product Coverage to Gain Face is negative and the effect is positive when CNFU is very low. Experiment Two is to inspect the moderator of Self-Construal and the result suggests that the significant interaction of Self-Construal in the main effect Product Coverage on Save Face. When consumers'Self-Construal is independent, the positive effect of Product Coverage on Save Face is stronger than those is dependent. Moreover, the interaction of Self-Construal in the main effect Product Coverage on Gain Face is also significant. When consumers'Self-Construal is independent, the effect of Product Coverage to Gain Face is negative, but the effect is positive when consumers' Self-Construal is dependent.This study find how does the Product Coverage, NFU and Self-Construal impact on consumers' perceived face and our major innovations are (1) To introduce face antecedents of consumer characteristics variables model, not only successfully made the people around them on the face of the impact, and key extracted from the product coverage of this face antecedents. At the same time, trait antecedent variable into the face of consumer research, and discovery features a variety of consumer, its antecedents and influence mechanism of face are different. (2) the study on control method of self-construct successful introduction to the study on the model, validation has to face for the first time consumer manipulation could greatly enriched the theoretical meaning and marketing practice. However, there are still some limitations this study, future research can be targeted for development, such as different reference group, its product coverage on the sensing face of impact; the cause and effect mechanisms of group perceived save face and group perceived and so on.