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In construction, the involvement of complex human interactions and incompatible interests among negotiating parties would pose as an obstacle in any negotiation process. The purpose of this paper is to examine the role of face in governing the behaviour of negotiating parties.

This paper identified the generic types of face-saving tactics used by construction negotiators, investigated the tactic-outcome relationships and examined the effects of face-inducement factors on these relationships with the use of moderated multiple regression (MMR).

A taxonomy of face-saving tactics has been developed by employing the technique of principal component of factor analysis. The results suggest that the use of face-saving tactics in construction negotiation would statistically result in an achievement of mutual agreement, maintenance of harmony and avoidance of offending situations. The MMR models finally affirm that some tactic-outcome relationships would significantly depend on the face-inducement factors.

This research highlights the usefulness of face-saving tactics in construction negotiation.

The findings revealed that these tactics can help facilitate the achievement of mutual agreement, maintain harmony and avoid offending situations. In this connection, an awareness of the proper use of face-saving tactics is worth-noticing in order to have successful dealings in negotiating project disputes.

In construction, there are some distinct features which may influence the use of face-saving tactics and the behaviour of project dispute negotiators. The findings of this research would provide an insight into promoting proactive and collaborative project dispute resolution.

This study examines the predictors of Korean consumers’ behavioral intention to buy imported and domestic products, based on Lee’s revised Fishbein model. The revised model incorporated two salient Confucian concepts – face saving and group conformity. There were two phases to the study, qualitative (focus group interviews) and empirical (experimental survey design). From the focus group data, parallel self‐report mail survey instruments were developed and sent to Korean students studying temporarily at a large midwestern university in the USA. Instruments were randomly assigned to subjects using a between‐subject experimental design. Findings indicate that there is a positive relationship between Korean consumers’ attitudes toward a product and their product evaluation. Further, there is a positive relationship between their attitudes and their intention to buy either domestic or imported products. The components of cultural pressure, face saving and group conformity have a weaker influence on attitudes than product evaluation, and they are significant predictors for domestic products but not for imported products. Finally, managerial implications and marketing strategies are discussed for multinational and domestic marketers.

This paper examines the role of cultural values measured as collectivism, face-saving, and conflict-avoidance, in predicting employee voice behavior. Using data (n = 198) collected from automotive-industry employees in the United States (US) and Korea, several interesting findings emerged. First, and most notably, for a “leaver” who chooses the exit option, culture does not matter, such that none of the three cultural values have a significant association with the exit option across countries. Second, for a “stayer,” who chooses the voice, loyalty, or neglect option, culture does matter in that cultural-specific values, such as collectivism, face-saving, and conflict-avoidance were found to affect employees nonexit options in the Korean sample, but not in the U.S. sample. The results of this study suggest that these three cultural values guide and predict employee voice behavior. Additionally, the results of this study confirm that job alternatives are a significant predictor of the exit option across cultures. This study therefore presents strong empirical evidence of the effect of culture on employee voice behavior and increases our understanding of employee voice behavior across cultures.

This study aims to investigate how psychological motivations influence the knowledge-sharing intention of employees and how these effects are moderated by traditional Chinese culture.

A questionnaire survey was conducted in China to test the research model. The target samples comprised MBA students who have enough practical experience, as well as considerable academic experience.

The results suggest that anticipated reciprocal relationships, anticipated extrinsic rewards and sense of self-worth exert different effects on knowledge-sharing intention. In addition, traditional Chinese culture plays different roles in the relationships among these three psychological motivations and knowledge-sharing intention. Specifically, guanxi orientation positively moderates the effect of anticipated reciprocal relationships and negatively moderates the effect of sense of self-worth. Face gaining negatively moderates the effect of anticipated reciprocal relationships and positively moderates the effect of sense of self-worth. Face saving negatively moderates the effect of anticipated reciprocal relationships and sense of self-worth.

A few studies in extant knowledge management (KM) literature provided insights into how traditional Chinese culture could directly affect knowledge sharing. The authors depart from these studies by integrating these characteristic indigenous concepts (i.e. face and guanxi orientation) into this study. The authors offer an indigenous cultural view of how these indigenous concepts truly influence an individual’s psychological states and inclination in KM literature. Through this approach, the results confirm that these cultural factors do play an important role during the formation of knowledge-sharing intention and reveals several important research findings.

The purpose of this article is to assist US apparel firms to successfully market in China. It aims to accurately predict Chinese consumers' purchase intentions toward a US brand. For this purpose, it proposes a composite model incorporating two behavioral intention models, Lee's model and decomposed Ajzen's model, and empirically tests the composite model.

A total of 747 consumer data were collected in three cities of China, Shanghai, Beijing, and Guangzhou, utilizing a series of mall intercept method at two levels of shopping malls in each city.

Among the proposed direct paths to purchase intention (PI), attitude toward the US brand apparel was the most important in explaining contemporary Chinese consumers' purchase intentions, followed by external perceived behavioral control (PBC) and subjective norm (SN). Two Confucian values, face saving and group conformity, did not directly affect PI at all, and face saving only influenced PI indirectly through the increase of attitude toward US brand apparel. Among external PBC (one's controllability toward a purchase) and internal PBC (one's self‐efficacy), only external PBC led to PI.

By examining the two aspects of PBC, the study validated the importance of consumers' resource controllability (i.e. external PBC) in Chinese purchase behaviors in the midst of rapid socioeconomic changes. This approach advances previous studies that primarily viewed PBC as one dimension.

The paper is one of earliest endeavors to consider the decomposed PBC in a composite model. Also, the paper provides early proof that external PBC is more important than internal PBC in purchase contexts.

This paper aims to investigate the impact of brand equity on Chinese consumers’ affective attitudes toward luxury brands and their behavioral intentions by applying the cognitive-affective model. The interaction effect between face saving and consumer’s affective attitude on luxury consumption is also examined.

A field survey was conducted using a sample of 248 luxury consumers in three Chinese cities.

Brand equity was found positively to predict Chinese consumers’ affective attitudes and their willingness to pay a premium price for a luxury brand. Moreover, consumers who highly value face saving were found to be more willing to pay a premium price, even though they hold a less positive attitude toward the brand.

The use of cross-sectional survey data with young Chinese consumers in first-tier cities may limit the generalizability of the findings as well as precluding the making of causal inferences.

Global luxury marketers who plan to enter the China market can utilize marketing strategies to create prestigious value and appeal to consumers who seek for social approval and status.

Previous published studies of brand equity and luxury consumption have primarily emphasized Western markets. These findings advance our understanding of luxury purchase intention among young Chinese consumers, for whom the need for social acceptance acts as a crucial motivator in luxury consumption. The results contribute to amplifying the brand equity concept by taking cultural context into consideration.

The paper aims to further extend our understanding by assessing the extent to which two prominent cultural values in East Asia i.e. face saving and group orientation drive consumers’ perceptions of luxury goods across four East Asian markets.

A multi‐methods research approach was adopted consisting of: an expert panel of close to 70 participants, group discussions with five extended East Asian families, personal interviews with eight East Asian scholars, a pilot test with over 50 East Asian graduate students and a multi‐market survey of 443 consumer respondents in Beijing, Tokyo, Singapore and Hanoi.

The authors extend previous conceptual studies by empirically investigating the impact of these two cultural values on the perception of luxury among East Asian societies. Specifically the study reveals that across all four markets face saving has the strongest influence on the conspicuous and hedonistic dimensions of luxury, group orientation meanwhile is the strongest predictor of the quality, extended self and exclusivity dimensions of luxury. Collectively these two cultural values significantly influence East Asian perceptions of luxury. Overall, the findings reiterate the importance of understanding different cultural values and their influence across different East Asian societies.

The findings have important implications for managers of western luxury branded goods that are seeking to penetrate East Asian markets or seek to serve East Asian consumers. Specifically, to assist with developing suitable brand positioning, products, services, communications and pricing strategies.

This study contributes to our understanding of the subject by exploring the impact of face saving and group orientation on the perception of luxury goods across four East Asian countries. Several directions for future research are suggested.

Online ratings and reviews have recently emerged as mechanisms to facilitate accountability and transparency in the provision of goods and services. The purpose of this paper is to examine the nature and outcome of the accountability that online ratings and reviews create in the sharing economy.

The study draws on 30 face-to-face and Skype interviews with Airbnb guests and hosts as well as on secondary materials, including content from Airbnb data analytic reports.

The authors demonstrate that face-saving practices widely condition user ratings and comments. Face saving occurs when individuals attempt to preserve their own identity and the identity of others during a social interaction. At Airbnb, the authors find that reviewers adopt three distinct face-saving strategies: the use of private reviewing channels, the creation of tactful reviews and refraining from reviewing entirely. The authors also find that users are sceptical of rating metrics and public comments and draw upon a wide range of alternative sources, such as private messaging and other publicly available resources, in their decision making.

This paper highlights the overwhelmingly positive character of Airbnb ratings and reviews. It proposes the concept of crowdbased accountability as a limited, partial form of assurance for sharing economy users. Guests and hosts alike prioritise face-saving practices over reviewer responsibilities to provide authentic, reliable accounts to the public. Consequently, reviewers effectively remove the risk of sanctions for those in the network who underperform.

This study aims to understand Indian consumers' purchase behaviors of foreign brand goods as a way to help US companies to explore India's market potential. To this end, the study seeks to propose an integrated behavioral intention model incorporating the two modified Fishbein models (Lee's modified Fishbein model and Ajzen's theory of planned behavior) and empirically test the model.

Data from a total of 210 usable surveys were collected from Indian college students at four universities in Bangalore, India.

The results revealed that attitude toward foreign brand jeans and perceived behavioral control (PBC) had greater influence on Indian consumers' purchase intentions toward foreign brand jeans than did normative influences (i.e. subjective norm and face saving).

Generalization of the findings is cautioned because findings may vary by regions and by demographic backgrounds.

Since attitude toward foreign brand jeans and PBC were the first and second significant factors influencing purchase intention, US companies need to create a positive attitude toward US brand goods, and should target consumers with resources (i.e. time and money).

This study is one of the first research attempts to integrate two behavioral intention models to study the purchase intention of Indian consumers toward foreign brand goods.

This study aims to explain the influence of four socio-psychological variables: social comparison orientation, face saving (FS), status consumption (STC) and frugality (FGL) on consumers’ value perception toward ride-sharing services – one of the most widely used collaborative consumption models. Furthermore, it assesses how perceived value affects consumers’ intention to use (IU) the ride-sharing services and intentions to substitute ride-sharing services for using a personally owned car. It also assesses the moderating effect of psychographics on the relationship between consumers’ perception and behavioral intention.

A structured questionnaire was developed using existing scales adapted from the literature to test the hypothesized relationships. The data for the study were collected from 489 users of ride-sharing services in India. Structural equation modelling was performed to test the proposed model using AMOS 18 and moderation analysis was performed using PROCESS MACRO.

The findings of the study suggest that social comparison, FS, STC and FGL have a significant influence on consumers’ value (utilitarian and hedonic) perception. Furthermore, the results supported the effect of consumers’ value perception on their IU the ride-sharing services as well as their intention to substitute ride-sharing services for using a personally owned car. Lastly, the results also evidenced the moderating role of psychographic variables.

Very few studies have examined the role of psychographics in the adoption of collaborative consumption services. The paper attempts to fill this gap. It assesses the effect of four relevant consumer traits on perceived value in the ride-sharing services context. Furthermore, it expands the understanding of the role of psychographics by measuring their moderating effects apart from direct effects. The results of the study bear important implications for academicians, policymakers and marketers.