大学生这一特殊消费群体具有较强的面子意识,其行为意向会受到面子意识的显著影响。通过验证一致性面子意识、独特性面子意识、他人导向性面子意识对特定行为意向的影响差异,弥补了现有文献将面子作为整体构念进行研究的不足,为营销管理实务提供了一定的启示。 College students, a special consumer group, have a strong face awareness and their behavioral intention will be significantly influenced by face awareness. By verifying the difference of face-awareness, unique face-awareness and others-oriented face-awareness on the specific intention of behavior, it makes up for the lack of existing literature to study face as a whole concept and provides some enlightenment for marketing management practice .