Work

The Influence of Face on Online Purchases: Evidence From China

Year: 2021

Type: article

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.

Source: Frontiers in Psychology

DOI: 10.3389/fpsyg.2021.788063

Authors: Gong Sun, Famei Shen, Xinyi Ma

Institutions: Suzhou University of Technology, Xi’an Jiaotong-Liverpool University, Central University of Finance and Economics

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $2,950

Funder: Changshu Institute of Technology