Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of the Face Sensitivity on Conspicuous Consumption and Purchase Intention - Focused on Luxury Restaurants -

고급레스토랑 이용고객의 체면민감성이 과시소비성향과 구매의도에 미치는 영향

  • Jin, Yang Ho (Department of Foodservice and Culinary Management, Kyonggi University) ;
  • Kim, Ye Young (Department of Foodservice and Culinary Management, Kyonggi University) ;
  • An, Sang Hoon (Department of Foodservice and Culinary Management, Kyonggi University)
  • 진양호 (경기대학교 외식조리관리학과) ;
  • 김예영 (경기대학교 외식조리관리학과) ;
  • 안상훈 (경기대학교 외식조리관리학과)
  • Received : 2016.03.28
  • Accepted : 2016.04.26
  • Published : 2016.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study carried out empirical analysis of the effect on conspicuous consumption and purchase intention by social face sensitivity of customers who have eaten at luxury restaurants. Adult male and female customers aged 20~60 years who lived in Seoul and who had experience eating at luxury restaurants were selected as survey participants. The results of this study are as follow. First, social face sensitivity factor had a significant effect on preference for famous brands and seeking fashion. On the other hand, among social face sensitivity factors, shame consciousness had a significant effect on other-oriented conspicuous consumption. Thus, the hypothesis was partially accepted. Second, among social face sensitivity factors, other-conscious social face had a significant effect on purchase intention. Thus, the hypothesis was partially accepted. Third, preference for famous brand and seeking fashion had a significant effect on purchase intention. However, other-oriented conspicuous consumption tendency had no effect on purchase intention. Thus, the hypothesis was partially accepted. If studies on various consumption sentiment variables continue to be made, these may be usefully utilized for establishing marketing strategies of companies.

Keywords

References

  1. Belk RW. 1988. Possessions and the extended self. J. Consum. Res., 1(2):155-172
  2. Cha YR. 2002. An analysis of psycho-social characteristics and consuming behaviors of the Korean affluent. Doctoral degree thesis, Chung-Ang University, Korea, pp 145-146
  3. Cho EA, Kim MS. 2004. Adolescents' attitude toward and purchasing behavior for the Imported Luxuries and the Famous Brand Clothing as Determined by Conspicuous Consumption. J. Korean Soc. Cloth. & Text., 28(1):76-87
  4. Choi HH, Cheon HS. 2014. The effects of self-construal, price frame and characteristic of innovativeness (INV) on purchase intention of innovative product. Korean J. Consum. Advert. Psychol., 15(1):1-39 https://doi.org/10.21074/kjlcap.2014.15.1.1
  5. Choi SC, Kim KB. 2000. The internal structure of the Korean social face (Chemyon, 體面). Korean J. Soc. Personal. Psychol., 14(1):185-202
  6. Choi YH, Park KA. 2007. A Study on relationships between corporate culture marketing and corporate image. J. Honam University Res., 28(1):141-162
  7. Choi JK. 2009. The consuming trend of customers in the food service industry. J. Int. Tour. Res., 2(2):127-142
  8. Chung MS, Kim HJ. 2009. The effects of social-face sensitivity, conspicuous consumption and preference of fashion luxury goods on purchasing behavior of fashion counterfeits. Res. J. Costume Cult., 17(2):189-202 https://doi.org/10.29049/rjcc.2009.17.2.189
  9. Goffman E. 1955. On face-work: An analysis of ritual elements in social interaction. Psychiatry, Medline, 18:213-231
  10. Hu HC. 1944. The Chinese concepts of face. Am. Anthropol., America, 46(1):45-64 https://doi.org/10.1525/aa.1944.46.1.02a00040
  11. Kim MJ, Jung HS, Yoon HH. 2007. A study on the relationships between food-related lifestyle of undergraduates and the restaurant selection attribute. J. Korean Soc. Food Cult., 22(2):210-217
  12. Kim HS, Jung GY, Hyung KA. 2013. The structural relationship between social face sensitivity and conspicuous consumption, shopping styles among golf club consumers. Korean Soc. Golf Stud., 7(1):1-10
  13. Lee YG, Lee NS. 1999. The propensity of conspicuous consumption of college students and its determinants. J. Korean Home Econ. Assoc., 37(5):19-29
  14. Lee CW, Kim HC. 2006. An analysis of influences of Chemyon (Social-Face) sensitivity, social anxiety and self-esteem on uncertainty avoidance tendency. Korean J. Soc. Personality Psychol., 20(3):17-30
  15. Lee HJ, Lee SM. 2011. Effects origin of the wine on the product evaluation and purchase intention. J. Korea Contents Assoc., 11(2):446-456 https://doi.org/10.5392/JKCA.2011.11.2.446
  16. Lee BK. 2012. The effect of conspicuous consumption by golf consumers' Chemyeon on luxury goods and luxury brands purchasing intention. Korea J. Sports Sci., 21(4): 635-644
  17. Lee SH, Lee HR. 2013. The effect of social face sensitivity of hetel employee on job satisfaction: Focused on the mediating effects of self-esteem. J. Foodserv Manag., 16(6):29-52
  18. Lee HR, Lee DW, Kang JW. 2015. The effect of social-face sensitivity on conspicuous consumption: Focusing on a comparative study of Korea and China Tourists. J. Tour. Sci., 39(4):149-164
  19. Na JG. 2007. Understanding foodservice industry. Baeksan Publishing, Seoul, p 238
  20. Oliver C. 1991. Strategic response to institutional process. Acad. Manag. Rev., 16(1):145-179 https://doi.org/10.5465/AMR.1991.4279002
  21. Park SY, Kim SA. 2007. The effect Chemyon sensitivity on wedding beauty consumption behavior. Fashion & Text. Res. J., 9(6):589-594
  22. Park JH, Kim JE. 2009. The effect of family restaurant brand identity on the purchase intention of consumer. J. Korean Soc. Food Cult., 24(3):245-255
  23. Park SH. 2013. Effects of the golfing subculture characteristics of golf participants on their social face sensitivity and symbolic consumption propensities. Doctoral degree thesis, Hanyang University, Seoul, Korea, pp 1-20
  24. Park HJ, Park SH. 2014. The effects of beauty involvement on self-satisfaction by conspicuous consumption tendency groups. Fashion & Text. Res. J., 16(1):137-144 https://doi.org/10.5805/SFTI.2014.16.1.137
  25. Rue HS. 2013. A study on types and characteristics of luxury restaurant's customers. Doctoral degree thesis, Kyonggi University, Seoul, Korea, pp 10-14
  26. Smith A. 1937. An inquiry into nature and causes of the wealth of nations. Hackett Public Co. Inc., United Kingdom, pp 8-11
  27. Sohn SH. 2006. The modern food consumption phenomena and it's meaning in context of consumption culture. J. Korean Soc. Food Cult., 21(3):241-246
  28. Veblen T. 1899. The theory of the leisure class. A. M. Kelley, bookseller, New york, USA, pp 35-36
  29. Vonk R. 1999. Impression formation and impression management:Motives, traits and likeability inferred from selfpromoting and self-deprecating behavior. Soc. Cogn., 17(4):390-412 https://doi.org/10.1521/soco.1999.17.4.390