Chinese Face: MIANZI and LIAN: And Their Influence on Chinese Consumer Behavior

As a complex social and psychological phenomenon, MIANZI, Known as Chinese face, has attracted much attention in the field of sociology and psychology. But in the field of marketing, research on how MIANZI (FACE) affecting consumer behavior is not abundant. Moreover, research on the connotations of sub-dimension of MIANZI (FACE), that is, LIAN and MIAN as well as their influences on consumer behavior is seldom seen. By using open-ended and close-ended questionnaire and focus group interview, this study extracts hundreds of scenario sentences of LIAN and MIAN, initially forming a preliminary scale with 14 positive items and 20 negative items concerning with LIAN and MIAN. Studies validate the discrepancy between "FACE"(MIANZI) and "LIAN". Moreover, the discrepancy between "FACE"(MIANZI) and "LIAN" also appears in consumer perception about product category and Country-of-Origin Image. In respect to product category buying behavior, in which automobile ranks the first place affected by face, followed by cosmetics, milk is the least-affected in this study; In addition, there is significant discrepancy in the cognition of LIAN and MIAN on Country of Origin Image. As for automobile buying behavior, Buying German car is regarded as the most face-earning behavior; Buying Japanese car is regarded as LIAN-losing (shameful) but face-earning (graceful) behavior; Buying Chinese car is somehow considered as purchase of no-face but having- LIAN.