The Paradox of Belonging and Distinction: The Influence of Social Face on Utilitarian and Hedonic Smartphone Use in China

Grounded in face negotiation theory and integrated with uses and gratifications theory and the technology acceptance model, this study explores how social face influences utilitarian and hedonic smartphone use in China. The findings of a survey of 725 smartphone users reveal that face gain positively predicts hedonic smartphone use and exerts a stronger influence on hedonic use than on utilitarian use. While face-loss avoidance did not directly predict utilitarian use, it positively moderates the effect of perceived usefulness on utilitarian smartphone use. These results confirm the dual-mechanism nature of the paradox of belonging and distinction: whereas face gain acts as an explicit engine for social distinction through hedonic play, face-loss avoidance functions as a defensive anchor that reinforces utility to ensure social inclusion in a collectivistic cultural context.