• Journal of Advanced Technology Convergence
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• v.1 no.1
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• pp.15-24
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• 2022

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.

• Fashion & Textile Research Journal
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• v.9 no.6
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• pp.589-594
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• 2007

The purpose of this study was to investigate the effect of Chemyon(social-face) on wedding consumption behavior. To perform this study, the questionnaires were administered to 305 women in seoul and the data were analyzed by Frequency, Factor Analysis, and Multiple Regression Analysis. In the result of factors analysis, Chemyon factors were divided into being formal, being conscious of other people, and being ashamed. Consumption behaviors were divided into pursuit of high quality, pursuit of individuality, pursuit of actual profit, and pursuit of fashion. In the result of this study, the more people give an account of formality, the more they behave pursuit of high quality and the less they behave pursuit of individuality and fashion. The more they make much importance of being conscious of other people, the more they pursue consumption of individuality and fashion. Also the more high consumption of fashion, the less they have being conscious of other people. Therefore we can find through this study that Chemyon has an influence on wedding-beauty consumption behavior.

• The Journal of Industrial Distribution & Business
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• v.12 no.11
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• pp.17-31
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• 2021

Purpose: Despite the fact that face (i.e. Chemyon) is deeply-rooted in Korean culture and significantly affects the behavior of Korean people, the effect of face on leisure consumers' consumption behavior has only reported mixed findings, that is, significant and/or insignificant face effects have been reported. It is necessary to integrate prior research findings, and comprehensively examine the effect of face on leisure consumers' consumption behavior. The purpose of this study was to investigate the effect (i.e. effect size, and moderating variables) of face on leisure consumers' consumption behavior through meta-analysis. Research design, data and methodology: Among 1,019 face-related academic studies, retrieved from the academic research information services (RISS), 34 studies and 300 cases examining the effect of face on leisure consumers' consumption behavior were finally included for meta-analysis. Face measured as face sensitivity and/or a face sensitivity sub-component (shame-consciousness, formality-consciousness, and other-consciousness) were integrated in the meta-analysis. Leisure consumers' consumption behavior was classified as antecedents of purchase (overall conspicuous consumption tendency, overall symbolic consumption tendency, personality, high price, high quality, brand seeking, fashion seeking, enjoyment, other person (interpersonal) consideration, position, reference group, and attitude), purchase (purchase intention, unplanned purchase, purchase, and expenditure), and post-purchase (satisfaction, repurchase, and post-purchase). The data used in the meta-analysis was comprised of correlation coefficients, and the meta-analysis was performed using the R-program. Results: The overall mean effect size of face on leisure consumers' consumption behavior was .248. It was found that the effect size was the largest in the order of shame-consciousness face, formality-consciousness face, and other-consciousness face. Among the types of leisure consumers' consumption behavior categorized as dependent variables, the effect size was found to be largest in the order of position, attitude, reference group, post-purchase behavior, brand seeking, personality, trend seeking, etc. In addition, it was found that the leisure types moderated the effect size of face on leisure consumers' consumption behavior. The effect size was found to be largest in the order of skin diving, baseball, various leisure participation, dance, gambling, golf, etc. Conclusions: Face moderately or significantly influence leisure consumers' consumption behavior.