Study On The Effect Of Face Consciousness On Native Consumers Conspicuous Consumption Behavior

With30years of reform and opening up, China’s economic s trength has beenrapidly increasing, the consumer also significantly enhance the ability of social，andproduction product range is also greatly enriched, consumers are beginning to showopenness and diversified characteristics. Consumer are no longer content with use of theproduct itself, they would prefer to buy goods from a symbolic value to the performanceof their distinctive social status, getting more face to enhance social self-image.Wearing designer, driving fancy cars, living in houses, this series of consumer behaviorshow that consumer face has a very close relationship with showing off psychology in.Conspicuous consumption has become many Chinese people ’s important motivation andperformance of consumption. Currently, conspicuous consumption behavior as a specialconsumer behavior and consumer phenomenon has expanded rapidly in the open country,attracting the attention of the domestic business community and theorists.This paper aims to employ empirical research, to obtain first-hand data throughinterviews and questionnaires way to study local culture on the basis of the backgroundunder the influence of young consumers (mainly referring to the80mass consumergroups) to its the impact and effectiveness of the mechanism conspicuous consumptionbehavior, trying to understand the formation mechanism of conspicuous consumptionbehavior to provide theoretical and empirical evidence. The results show that consumersface view (wants out face to face, and fear) have a significant po sitive impact onconspicuous consumption behavior; reference group influence (informational impactand value expressive impact) of conspicuous consumption behavior has a significantpositive influence; utilitarian concept of reference group influence face, expressivevalue has a significant positive impact, but the effects informational reference group hadno significant impact on; intermediary role of the test results show that face concept forconspicuous consumption behavior influence is by refere nce to the value of theexpression of the affected groups can be achieved.This study has some theoretical and practical significance. From the theoretical side, from the marketing point of view, the Western theory of conspicuous consumption hasbeen placed face down view of the localization of constructs to re-examine, for thecorrect understanding of the behavior of conspicuous consumption on the marketprovides a localized theoretical point of explanation. On the practical sense, studying theconcept of research and reference group face impact on domestic consumer behavior ofconspicuous consumption and mechanism of action, both for businesses to developtargeted marketing strategies, public or government departments to guide the consumerculture, has a practical important value.