Abstract：In order to explore the general context and the specific connotation of Chinese face, this study focuses on comparing the difference between Reflective Model (RM) and Formative Model (FM) when measuring the construct of Chinese face. Through a series of researches, it is confirmed that RM has better reliability and validity, while FM can explain the connotation of Chinese face more exquisitely. Moreover, this study also explores the different effects of different dimensions of Chinese face on preference of green product. The results show that consumers with stronger morality-oriented face (lian) have greater preference for green products, while consumers with stronger social-oriented face (mian) have greater preference for non-green luxury products.
施卓敏，郑婉怡，邝灶英. 中国人面子观在RM和FM模型中的测量差异及其对绿色产品偏好的影响研究[J]. 管理学报, 2017, 14(8): 1208-.
SHI Zhuomin，ZHENG Wanyi，KUANG Zaoying. The Difference of FACE Measurement between Reflective Model and Formative Model and the FACE Influence on Green Product Preference. Chinese Journal of Management, 2017, 14(8): 1208-.
