The Empirical Study on the Rural Resident's Face Influencing the Renqing Consumption

摘要

In China's rural society, the residents pay great attentions on face and renqing, expecting to add to or get back the face through renqing consumption, consequently, those who have stronger face ideas spend higher on renqing consumption. Through empirical study, this paper indicates that the ego face has outstanding positive impact on both reciprocal and utilitarian renqing consumption; others face has positive significant impact on reciprocal renqing consumption, and has no significant impact on utilitarian. The conclusion of this paper enriches the research fruits of the local consumer behavior and sociology.