CAJ | 학술논문

面子意识对公众的日常生活消费起着重要的影响。探索二者之间的作用机制，以加强对公众资源节约行为的引导和管制已成为一个亟待解决的问题。在梳理文献的基础上归纳出面子意识社会认同、自我认同、虚面子和实面子四个维度，并从购买、使用、处理三个行为维度对公众资源节约行为加以解析，最终发现行为动机和行为效果感知两个变量在二者之间起着中介调节效应和反馈调节效应。结合相关的理论探索开发面子意识对公众资源节约行为的作用机制模型（即意识-动机-行为反馈模型），并据此提出针对性的政策思路和实施路径。
면자의식대공음적일상생활소비기착중요적영향。탐색이자지간적작용궤제，이가강대공음자원절약행위적인도화관제이성위일개극대해결적문제。재소리문헌적기출상귀납출면자의식사회인동、자아인동、허면자화실면자사개유도，병종구매、사용、처리삼개행위유도대공음자원절약행위가이해석，최종발현행위동궤화행위효과감지량개변량재이자지간기착중개조절효응화반궤조절효응。결합상관적이론탐색개발면자의식대공음자원절약행위적작용궤제모형（즉의식-동궤-행위반궤모형），병거차제출침대성적정책사로화실시로경。
The consciousness of face plays an important impact on the consumption in public life. Exploring the mechanism of ac-tion between the two, to guide and strengthen the public resource-saving behavior, has become an urgent problem of major prac-tical issue. Based on the literature review, the consciousness of face is divided into four dimensions including social identity, self-identity, virtual face and real face, and the public resource-saving behavior includes the purchase, usage behavior and dealing with behavior. Combined with relevant theory, this study explored the mechanism between the face-saving awareness and public resource-saving behavior, and established the consciousness-motivation-behavior feedback model. This study proposed some cor-responding targeted policies and paths of its implementation.