This study primarily employs the theoretical framework of “self-concept” from consumer psychology and behavior research to systematically explore the differential impacts on purchase intentions between Chinese and Japanese consumers through literature analysis, case studies, and comparative research methods. The findings reveal that “face culture”, driven by luxury consumption and conspicuous consumption, significantly influences Chinese consumers’ purchase intentions. To enhance social status and gain recognition, Chinese consumers often align their self-concept with product images by purchasing high-end brands. In contrast, Japanese consumers are deeply influenced by “shame culture”, exhibiting stable and strong purchase intentions in areas such as personal image management and cosmetics consumption. Driven by group orientation and collectivist values, Japanese consumers are more prone to conformist consumption tendencies. Theoretically, this study deepens the understanding of the cultural dimensions of purchase intentions among Chinese and Japanese consumers, while also providing new perspectives and methodological insights for cross-cultural consumer behavior research.