Journal of Advanced Technology Convergence (미래기술융합논문지)

Korea Convergence Society (한국융합학회)
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Moderating Effects of Chemyon(Social Face) and Consumption Situation in the Relationship between Self-Presentation and Brand Preference

자기제시와 브랜드 선호도의 관계에서 체면민감성과 사용상황의 조절효과

  • Jeong, Bora (Ansan Office of Education) ;
  • Kim, Mi-Jeong (Gyeyang-gu Mental Health Welfare Center) ;
  • Yoon, Ji-Hyun (Siheung City Branch of JOB Co.) ;
  • Lee, Ju-Hwa (Family Federation for World Peace and Unification) ;
  • Han, Ji-Su (Planning and Finance Team, Ilshinstone Corporation) ;
  • Lee, Seongsoo (Department of Counseling and Industrial Psychology, Sun Moon University)
  • 정보라 (안산교육지원청 WEE센터) ;
  • 김미정 (계양구정신건강복지센터) ;
  • 윤지현 (제이오비 취업지원팀) ;
  • 이주화 (세계평화통일가정연합) ;
  • 한지수 ((주)일신석재 기획재무팀) ;
  • 이성수 (선문대학교 상담.산업심리학과)
  • Received : 2022.09.09
  • Accepted : 2022.09.23
  • Published : 2022.09.30
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Abstract

This paper tried to investigate the moderating effect of chemyon sensitivity and usage situation in the relationship between self-presentation and brand preference. Data were collected from students of universities located in Chungnam. The analysis results can be summarized as follows. First of all, the effect of self-presentation on symbolic brand preference was not significant in both public and private use situations. On the other hand, the effect of self-presentation on functional brand preference was found to be significant in both situations. Second, the main effect of chemyon sensitivity was significant only when it had a negative effect on functional brand preference in public situations, but was not significant in other cases. Third, looking at the interaction effect of self-presentation and chemyon sensitivity, the brand preference did not show significant changes in those with relatively low chemyon sensitivity, regardless of the level of self-presentation, whether in public or private situations. This study is meaningful in that it reveals that chemyon sensitivity affects brand preference through interaction with self-presentation, whether the consumption situation is public or private.

본 논문은 자기제시와 브랜드 선호도의 관계에서 체면민감성과 사용상황의 조절효과를 알아보고자 하였다. 충남지역에 소재한 대학교의 학생들을 대상으로 자료를 수집하였다. 분석결과는 다음과 같이 요약될 수 있다. 우선 공적 사용 상황에서든 사적 사용상황에서든 상징적 브랜드 선호도에 대한 자기제시의 효과는 유의하지 않았다. 반면, 두 가지 상황 모두에서 기능적 브랜드 선호도에 대한 자기제시의 영향은 유의한 것으로 나타났다. 둘째, 체면민감성의 주효과는 공적 상황에서 기능적 브랜드 선호도에 부적인 영향을 미칠 때만 유의할 뿐 다른 경우에는 유의하지 않았다. 셋째, 자기제시와 체면민감성의 상호작용효과를 보면, 공적 상황에서든 사적 상황에서든 체면에 대한 민감성이 상대적으로 낮은 사람들은 자기제시 수준과 무관하게 브랜드 선호도의 변화가 크게 나타나고 있지 않았다. 본 연구는 사용 상황이 공적이든 사적이든 체면민감성은 자기제시와 상호작용을 통하여 브랜드 선호도에 영향을 미침을 밝히고 있다는 점에서 의의를 찾을 수 있다.

Keywords

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