| Summary: | 碩士 === 義守大學 === 管理學院管理碩士在職專班 === 100 === From time immemorial, face has been staged in our lives, especially in the traditional Confucian society. No face and be equal to haven’t foothold in the society. In the past, the research of literatures on the Chinese concept of face always focus on the psychology of society, but, there is rarely research of face culture in the psychology and behavior of consumer. Because the influence of group life, the Chinese attach importance to others opinions. Thus, face is very important in the Chinese social life. This research is an exploratory study and we can further explore the face consumer characteristics and the relationship between face and consumption by the attitude of sales staff in the consumer context and Chinese face culture. It can be useful in understanding the consumption situation in the face cultural and business can plain the win-win sale skills in the face culture.
In this research, we investigate the consumption behavior of face culture and it based on focus group interviews and individual depth interviews. From face theory as a starting point, we investigate the influence of buying behavior to face needs by sales staff attitude in store and customer interactions for the situation.
The research results showed that (1) In the case of mutual interests, the sales staff provide more perfect service, so that consumer feel the face the more we can promote purchase intention of consumer. (2) Peer effect due to the attitude of the store sales staff and lead to face consumer issues, thus, the better attitude of sales staff that the consumer feel the face and it can increase the purchase intention. (3) Sales staff praise of the moral character of the consumer to make it face to increase purchase intention of consumer more higher. (4) Under the premise of consumer purchase intentions, the sales staff triggered off consumption situation of lose face, it can increase the purchase intention of consumer. (5) When consumer want to maintain face, it triggered off unplanned purchase easily; but if consumers want to increase the face, they triggered off the conspicuous consumption behavior easily. (6) When consumer believe that lose face by haggling, they won’t take bargain behavior; in other words, they will choose to bargain behavior to bring achievements on increasing face by haggling.
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