This study examines consumer reaction to different luxury advertising information (promotion-focus vs. prevention-focus). Studies examine the relationship between consumers’ face concern and individual regulatory focus, and explore the relationship between face concern and luxury advertising type with a 2 (face concerns) × 2 (advertising information) experiment design.

With the increasingly mature development of China's Internet technology, China's e-commerce has developed, which has given a huge boost to China's economic growth. In recent years, mobile payment has become a bright spot in China's economy, promoting the further development of e-commerce. On the one hand, various e-commerce sales and service platforms in China have greatly developed and with Alibaba as the representative, the annual turnover of e-commerce sales platform has increased year by year. On the other hand, with the implementation of the "one belt and one way" policy, cross-border electricity providers have promoted China's trade with the world and become China's new economic growth point. This paper analyzes the current situation of e-commerce in China and puts forward Suggestions for the further development of e-commerce in China.