A Study on the Influence of Face Consciousness on Sichuan Wine Purchase Intention

Regulatory Effect of Reference Group Influence


  • Yan Liu
  • Yijun Chen




Face awareness, Reference to group influence, Sichuan wine, Purchase intention.


This paper studies the influence of consumers' face awareness on their purchase intention of Sichuan wine, and analyzes the regulatory role of reference groups in face awareness and consumers' purchase intention of Sichuan wine.Through empirical research, it is found that the three dimensions of face awareness, namely consistency, difference and others' orientation, have a positive impact on Sichuan wine purchase intention, and the two dimensions of reference group impact, namely informational impact and normative impact, have a negative regulatory effect on face awareness and consumers' Sichuan wine purchase intention.


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How to Cite

Liu, Y., & Chen, Y. (2022). A Study on the Influence of Face Consciousness on Sichuan Wine Purchase Intention: Regulatory Effect of Reference Group Influence. Frontiers in Business, Economics and Management, 7(1), 142–148. https://doi.org/10.54097/fbem.v7i1.3962