中文摘要：

为了更好了解＂面子＂的一般性内涵和情景性内涵,重点研究了反映性测量模型（RM）和形成性测量模型（FM）在测量＂面子＂构念上的差异,以及不同测量模型的稳定性和对＂面子＂变量的解释能力。通过系列研究,证实了面子的反应性测量模型具有较好的信效度和稳定性;而形成性测量模型能更好地解释面子的文化内涵。同时,以此为基础进一步探索了＂面子＂内涵对绿色消费行为的影响,结果发现,道德型面子观较强的消费者具有积极的亲社会消费动机,从而对绿色产品产生更强的偏好;而社会型面子观较强的消费者则对不具有亲社会属性的奢侈品产生了更强的偏好。

英文摘要：

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.