The Influence Of Face Consciousness On Consumer Behavior Research From Embeddedness Perspective

The rapid development of market economic and the western consumerism culture and the combination of Chinese traditional culture makes Chinese social structure and peoples?values change,great changes have taken place in the psychological and behavior since reform and opening up.Such changes can be discovered by researching face consumption.Face is a part of traditional culture and consumption is people main behavior under the market economy and consumption culture idea.The change of social structure as a big research background can be reflected by the change of social status leaded to social stratification and social comparison and social identity.Face and face consciousness can be viewed as the need for face.Face consumption is the need of face by consuming and by mainly consumption stratification and consumption comparison and consumption identity to get social status.Face and face consumption and social status have a close relationship accordingly.Face consumption is also a way of social interaction and interpersonal interaction,it also illustrates the face and face consumption has a close relationship with interpersonal relationships.This study in order to fully reflect the face of consumer behavior,to divide face consumption into three dimensions that include conspicuous consumption and human consumption and comparison consumption according to the theory of social comparison and consumption comparison and social interaction.Conspicuous consumption is consistent with the downward social comparison,human consumption is consistent with the parallel social comparison and parallel social interaction,comparison consumption is consistent with upward social comparison.From what has been discussed above,face and status and guan xi and conspicuous and comparison have close relationship with consumption.In order to analyze this relationship clearly,this study by means of embedding theory from the perspective of embeddability to analyze the relationship between these variables and by need motivation theory model for the model theoretical basis to structured relationship between these variables.Face consciousness as the independent variable of this study is regarded as a kind of need and status consumption tendency as the intermediary variable of this study is as the motivation and purpose of face consumption and face consumption as the dependent variable and relationship styles as the adjustable variable.Embedded in this study is viewed as social embeddedness,divide socialembedded into subjective embeddedness and objective embeddedness according to subjectivity and objectivity,subjective embeddedness is consistent with cognitive embeddability and objective embeddedness is consistent with culture embeddability and relationship embeddability.Subjective embeddedness is as autonomy.So the embeddedness in this study is a kind of generalized embeddedness,this is the unity of the subjective embeddedness and objective embeddedness and this is the unity of the embeddedness and autonomy.This embedding can correctly interpret the human behavior in real world and moderate socialization of people.Otherwise it will lead to the extreme cognition of excessive socialization and insufficient socialization.Face is consistent with social culture and social behavior and consumption is consistent with economical behavior.Face consumption is both social behavior and economical behavior.Face consumption can reflect the relationship of face and consumption and consumption is embedded in the face.Face consumption is embedded in the social culture and social status and social relationship.Face and status and guan xi and human are each embedded and can be unified as social symbolic resources.The relationship embeddedness of face consumption can reflect that guan xi style can be adjustable function in the process of face consciousness influence consumption behavior.The social embeddedness of face consumption and need motivation behavior theory can show that status consumption tendency can be intermediary role in the process of face consciousness influence consumption behavior.This study come up with assumption according to the theory and model at last.Send the questionnaire and collect data to test the assumption and get the conclusion and give some advice for marketing management of enterprise and marketing mix according to the conclusion.