A Study on Chinese Spring Festival Consumption of New Generation Migrant Workers : A Focus on LIAN and MIANZI Culture

Our paper is aimed at understanding consumption patterns of new generation migrant workers during the Chinese spring festival. The purpose of this paper is to investigate the extent to which Chinese face (LIAN and MIANZI) is related to consumption and to examine the mediating role of social alienation. It has been fully proven that Chinese face promotes the consumption of luxury items and gift-giving in the past years. From the perspective of Chinese people, our research focuses on dividing Chinese face into three dimensions: LIAN, Ability-Oriented MIANZI and Relationship-Oriented MIANZI. 252 new generation migrant workers in China were used to test the relationship between Chinese face, social alienation and Chinese spring festival consumption. LIAN, Ability-Oriented MIANZI, Relationship- Oriented MIANZI and social alienation was found to be a positive predictor of Chinese spring festival consumption, and the data were consistent with a model positioning social alienation as a mediator of the LIAN and MIANZI to Chinese spring festival consumption. KCI Citation Count: 3