This study focuses on the concept of “face,” which is regarded as an important concept that shapes Chinese behavior in daily life, and clarifies the relationship between face and consumer behavior in the Chinese market. Based on various discussions in the literature, the framework of face, as it relates to consumer behavior, is defined as the psychological satisfaction obtained from the results of an individual’s image management. The purpose of image management is to extract a desired response or evaluation from others, and can be achieved through consumption. Chinese people tend to have strong face consciousness. Based on the framework of face’s influence mechanism discussed in his study, the amount of face perception as a positive impact on purchase intention.