Human Ecology Research

  • 제51권4호
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  • Pages.413-424
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  • 2013
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  • 2982-5725(pISSN)
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  • 2982-6608(eISSN)
대한가정학회 (The Korean Home Economics Association)
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체면민감성이 허영심과 소비행동에 미치는 영향

The Influence of Social Face Sensitivity on Vanity and Consumption Behavior

  • Park, Eun Hee (Department of Clothing & Textiles, Kyungbook National University)
  • 투고 : 2012.10.09
  • 심사 : 2013.05.20
  • 발행 : 2013.08.30
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초록

The purpose of this study is to examine the influence of social face sensitivity on vanity and consumption behavior. Questionnaires were administered to 461 college students living in Deagu Metropolitan City and Kyungbook province. Frequency, factor analysis, reliability analysis, regression analysis, and t-test were used for data analysis. Social face sensitivity was categorized into consciousness of being embarrassed, social formality, other consciousness and prestigiousness. Vanity factors were found as physical price, achievement concern, achievement price, and physical concern. Consumption behavior were categorized into 5 factors such as ostentatious consumption, impulsive buying, external information search, brand trust, utilization of internet information and material-oriented. Consciousness of being embarrassed, social formality, and other consciousness, the sub-variables of social face sensitivity had significant effects on achievement concerns and physical concerns. Other consciousness of social face sensitivity had significant effects on all factors of consumption behaviors. There was significant differences in the prestige of social face sensitivity and physical concerns of vanity and ostentatious consumption, impulsive buying, and also in external information search and utilization of internet information of consumer behavior. This indicates that women showed high physical concerns for vanity and ostentatious consumption, impulsive buying, external information search and utilization of internet information of consumption behavior while men care more about prestigiousness of social face sensitivity.

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  4. The Effect of Face Sensitivity on Consumer's Choice of Luxury Product's Logo Size vol.15, pp.7, 2015, https://doi.org/10.5392/JKCA.2015.15.07.500
  5. Difference Age and Price Attitude toward Apparel Products according to College Students' Vanity Typology vol.17, pp.2, 2015, https://doi.org/10.5805/SFTI.2015.17.2.203
  6. 체면 관점에서 본 동서양 소비자들의 소비행동에 관한 고찰: 비교문화 접근방법 vol.10, pp.5, 2013, https://doi.org/10.13106/ijidb.2019.vol10.no5.37