Abstract
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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
