|
|
|
| The Difference of FACE Measurement between Reflective Model and Formative Model and the FACE Influence on Green Product Preference |
| SHI Zhuomin，ZHENG Wanyi，KUANG Zaoying |
| Sun Yat-sen University, Guangzhou, China |
|
|
|
|
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.
|
|
Received: 09 October 2016
|
|
|
|
|
|
|
