The Influence of Face on Online Purchases: Evidence From China

被引：3
|
作者：
Sun, Gong [1 ]
Shen, Famei [2 ]
Ma, Xinyi [3 ]
机构：
[1] Changshu Inst Technol, Business Sch, Changshu, Jiangsu, Peoples R China
[2] Xian Jiaotong Liverpool Univ, Int Business Sch Suzhou, Suzhou, Peoples R China
[3] Cent Univ Finance & Econ, Business Sch, Beijing, Peoples R China
来源：
FRONTIERS IN PSYCHOLOGY | 2021年 / 12卷
关键词：
face; online purchases; materialism; price consciousness; China; LUXURY CONSUMPTION; PRICE CONSCIOUSNESS; CONSUMER PERCEPTIONS; MODERATING ROLE; MATERIALISM; VALUES; CULTURE; SCALE; MEDIATOR; LIFE;
D O I：
10.3389/fpsyg.2021.788063
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
This study examines the influence of an indigenous concept - face on online purchases in China. Specifically, we test the mediating role of materialism and the moderating role of price consciousness. We conduct a survey of 315 Chinese consumers. The results demonstrate that consumers tend to make online purchases to satisfy some facets of their materialistic needs and then gain face, especially for those highly conscious of price. The current research can help both scholars and practitioners better understand Chinese consumers and their decision-making processes. Implications, limitations, and directions for future research are also provided.
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页数：8
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