The Influence of Face on Online Purchases: Evidence From China

Gong Sun; Famei Shen; Xinyi Ma

doi:10.3389/fpsyg.2021.788063

The Influence of Face on Online Purchases: Evidence From China

Gong Sun, Famei Shen^*, Xinyi Ma

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

3 Citations (Scopus)

Abstract

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.

Original language	English
Article number	788063
Journal	Frontiers in Psychology
Volume	12
DOIs	https://doi.org/10.3389/fpsyg.2021.788063
Publication status	Published - 3 Nov 2021
Externally published	Yes

Keywords

China
face
materialism
online purchases
price consciousness

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10.3389/fpsyg.2021.788063

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title = "The Influence of Face on Online Purchases: Evidence From China",

abstract = "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.",

keywords = "China, face, materialism, online purchases, price consciousness",

author = "Gong Sun and Famei Shen and Xinyi Ma",

note = "Funding Information: The authors acknowledge the financial support from “New Staff Research Fund” from Changshu Institute of Technology. Publisher Copyright: {\textcopyright} Copyright {\textcopyright} 2021 Sun, Shen and Ma.",

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N2 - 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.

AB - 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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KW - materialism

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The Influence of Face on Online Purchases: Evidence From China

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Keywords

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