中文摘要：

在中国的脸是一个著名的词，但是仍然缺乏一个精确、权威的定义。除在西方的文化的社会标准的对应物涵义以外，中国脸也是强烈与 situational 上下文连接的文化构造。为了探索一般上下文和汉语的特定的涵义，面对，当测量汉语的构造时，这篇论文集中于比较反射模型和构词的模型之间的差别脸。我们发现 RM 以脸测量比 FM 更可靠、稳定，但是低于在解释中国脸的涵义的 FM。而且，我们也为生态的产品在消费者偏爱上探索中国脸的不同尺寸的效果。这研究不仅在中国脸上充实存在研究，而且探险地在这个区域回答一个争论问题。而且，在这研究的调查结果也为在中国造一个 environmentally 友好的社会提供理论支持。

英文摘要：

Face in China is a well-known word but still lacks a precise and authoritative definition. Other than the counterpart connotation of social norms in western culture, Chinese face is also a cultural construct strongly connected with situational context. In order to explore the general context and the specific connotation of Chinese face, this paper focuses on comparing the difference between Reflective Models and Formative Models when measuring the construct of Chinese face. We find that RM is more reliable and stable than FM in terms of face measurement, but is inferior to FM in explaining the connotations of Chinese face. Moreover, we also explore the effects of different dimensions of Chinese face on consumer preference for ecological products. This study not only enriches the existing research on Chinese face, but also exploratively answers a controversial problem in this area. Furthermore, the findings in this study also provide theoretical support for building an environmentally-friendly society in China.