The Pursuit Of Personality Or Conformity:Research On The Impact Of Face Consciousness On Consumer’s Need For Uniqueness

Chinese people loving face, doing things afraid to lose face, the face has a broad and profound impact to the Chinese consumers’ behavior. This paper used Zhang Xinan’ face classification method, divided Chinese consumers’ face consciousness into "desire to gain face" and "fear of losing face", and studied its influence mechanism on Consumers’ need for uniqueness. The results show that:through the promotion of independent self-construction, desire to gain face increased consumers’ need for uniqueness; through the promotion of consumers’ susceptibility to normative influence, fear of losing face increased consumers’ need for uniqueness. In addition, this paper also found that, through the promotion of independent self-construction, desire to gain face has a positive influence on consumers’ susceptibility to normative influence.In the theoretical aspect, our study provided a new perspective to correct understand the Chinese consumers’ face consciousness and Chinese consumers’ need for uniqueness, and provided beneficial complement and perfection on the aspect of face research. In the aspect of management practice, our study provided meaningful countermeasures and suggestions on consumers how to properly to obtain face, enterprises how to use consumers’ face consciousness to develop targeted marketing strategies and government how to use consumers’ face psychology to guide people’s spending trend.The full text altogether includes six parts. The first chapter is the introduction, mainly elaborated the research background, research significance, research content, research methods, and the technical route of this paper. The second chapter is literature review, reviewed the research of face, self-construction, consumers’ susceptibility to normative influence and consumers’ need for uniqueness, and gived comments on previous studies. The third chapter is research framework and research hypothesis, on the basis of existing research results and related theories, proposed this paper’s theoretical model and hypothesis. The fourth chapter is research design and research methods. First, referencing the existing English and Chinese maturity scale, we designed initial questionnaire. Then, through the pre-survey modified the initial questionnaire and formed this study’s formal questionnaire. Finally, we used the formal questionnaire to collect data. The fifth chapter is data processing and analysis. Using SPSS 19.0 and AMOS software, adopting structural equation model analysis method, we processed and analyzed the collected data, including reliability analysis and validity analysis, structural model analysis and hypothesis verification. Finally is conclusion. We summarized and discussed the results of this study, provided some targeted countermeasures and suggestions for consumers, enterprises and government, and analyzed the shortcomings of this study and pointed out the future research prospects.