여성들의 쇼핑가치가 프리미엄 가격지불의도와 구매의도에 미치는 영향: 세대간 차이와 체면민감성 매개효과

양회창 ( Hoe-chang Yang ),김영이 ( Young-ei Kim ) 한국유통경영학회(구 한국유통정보학회) 2016 유통정보학회지 Vol.19 No.2

Purpose: This study investigated effects of not only social face sensitivity between Y generation and silver generation of women but also women``s shopping values upon hyper market use intention as well as premium paying intention to find out marketing conditions of women customers`` target group. Research Design, Data, and Methodology: The subject was women members of ``P`` Culture Center. The study classified shopping values into hedonic value and practical use value to give model that social face sensitivity could play role at relation between premium paying intention and buying intention. Not only regression but also 3-stage mediating regression was used. Results: This study investigated effects of 50 years old or higher women``s social face sensitivity and shopping values upon premium price paying and use intention of hyper market to find out marketing conditions for buying promotion and premium products sales at hyper markets. Not only practical use value but also hedonic value had positive influence upon social face sensitivity, and social face sensitivity had positive influence upon buying intention and premium paying intention as well. Social face sensitivity was partially mediated between buying intention and hedonic value to have no difference of variables between generations. Conclusion: The study gave implication that preceding shopping value promotion for women customers of hyper markets could stimulate social face desire. The implications were: First, not only practical use value but also hedonic value had close relation with social face sensitivity. Second, social face sensitivity was found to increase buying intention as well as premium price paying intention. Third, social face sensitivity was partially mediated in buying intention and hedonic values. Fourth, the study expected of difference of shopping value, social face sensitivity, premium price paying intention and buying intention between Wine generation and silver generation from age of sixty four.

A Meta-Analysis of the Effect of Face (Chemyon) on Leisure Consumers’ Consumption Behavior

Young-Doo KIM 한국유통과학회 2021 The Journal of Industrial Distribution & Business( Vol.12 No.11

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.

얼굴이모티콘 처리에 대한 역전효과: ERP 연구

박태진,양예은,김정희 한국인지및생물심리학회 2018 한국심리학회지 인지 및 생물 Vol.30 No.2

Emoticons are widely used for various offline and online communication. To investigate whether the perceptual encoding of face emoticon relies on the face-specific configural processing, we examined how stimulus inversion affects the amplitude and peak latency of face-sensitive ERP component N170 which is known to be larger and delayed in response to inverted than to upright human face (N170-face inversion effect; N170-FIE) as well as ERP component P1 which is known to be sensitive to low-level visual features. ERPs were recorded to upright and inverted face emoticons, face photos, and house icons which were surrounded by oval-shaped outline. Participants had to judge the relative height of two gaps on the outline. N170 was enhanced for face emoticons and face photos relative to house icons (face-sensitive N170 effect), and showed no amplitude difference between face emoticons and face photos. N170 amplitude was not affected by inversion for all types of experimental stimuli. N170 was delayed for face photos relative to face emoticons as well as house icons, and showed no latency difference between face emoticons and house icons. The aforesaid latency difference among experimental stimuli were found only for inverted stimuli. For face emoticons and face photos, N170 was delayed for inverted relative to upright faces (N170-FIE), but, no N170 peak latency-related inversion effect was found for house icons. However, the magnitude of inversion effect was largest for face photos, and showed no difference between face emoticons and house icons. The amplitude and peak latency of P1 showed neither face-sensitive effect nor FIE, and only showed the effect of low-level visual differences among experimental stimuli. These findings show that perceptual encoding of upright face emoticons can rely on face-sensitive configural processing mechanisms to a less degree than face photos, but perceptual encoding of inverted face emoticons can rely on object-sensitive perceptual mechanisms like house icons. 이모티콘은 온라인과 오프라인 소통에서 폭넓게 사용되고 있다. 얼굴이모티콘의 지각적 부호화가 얼굴-특수 구성적 처리에 의존하는지 밝히기 위해 자극 역전이 ERP성분 N170과 P1의 진폭과 정점 잠재기에 미치는 영향을 조사하였는데, N170은 얼굴에 민감하고 정위상 바른 얼굴보다 역전된 얼굴에 대해 진폭이 더 크고 잠재기가 더 지연되지만(N170-얼굴역전효과) P1은 저수준 시각적 속성에 민감한 것으로 알려져 있다. 얼굴이모티콘, 얼굴사진, 그리고 집아이콘을 정위상 바르게 또는 역전시켜 제시하고서 자극 윤곽선상 두 개 틈의 상대적 높이를 판단하도록 참가자에게 요구했다. N170과 P1의 평균진폭과 정점 잠재기를 분석한 결과는 다음과 같다. N170 진폭에 있어 얼굴이모티콘은 얼굴사진과 차이가 없었고, 두 얼굴유형 모두 집아이콘보다 더 부적이었으며(얼굴-민감 N170효과), 역전 정위와 바른 정위의 차이(역전효과)가 모든 자극유형에서 관찰되지 않았다. N170 정점 잠재기에 있어 얼굴이모티콘은 얼굴사진보다 더 짧았고 집아이콘과 차이가 없었는데, 이러한 잠재기상 차이는 역전 정위에서만 관찰되었다. N170 정점 잠재기와 관련된 역전효과가 두 얼굴유형 모두에서 관찰되었고(N170-얼굴역전효과) 집아이콘에서는 관찰되지 않았지만, 역전효과의 크기에 있어서는 얼굴사진이 얼굴이모티콘보다 더 컸고 얼굴이모티콘은 집아이콘과 차이가 없었다. P1의 진폭과 정점 잠재기는 얼굴-민감효과나 얼굴역전효과를 보이지 않았으며, 단지 자극들간 저수준 시각적 차이의 효과만을 보였다. 이러한 결과는 얼굴이모티콘의 지각적 부호화가 얼굴-민감 구성적 처리기전에 다소 의존하지만, 구성적 처리가 방해받는 역전 정위의 경우에는 집아이콘과 같이 사물-민감 지각기전에 주로 의존한다는 것을 시사한다.

체면민감성이 허영심과 소비행동에 미치는 영향

박은희 ( Eun Hee Park ) 대한가정학회 2013 Human Ecology Research(HER) Vol.51 No.4

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.

배드민턴 동호회의 조직문화에 따른 체면민감성 연구

신기범(Shin, Ki-Beom),한광령(Han, Kwang-Leoung),조경훈(Cho, Kyung-Hun) 한국체육과학회 2015 한국체육과학회지 Vol.24 No.2

The purpose of this research is to establish the relationship between the organizational culture of badminton clubs and susceptibility for social face. To achieve this purpose, the questionnaire survey was conducted on 450 members of the badminton clubs registered in the badminton association in Jecheon-si, Chungcheongbuk-do. Of the 450 collected questionnaires, the questionnaires that were prepared inappropriately and incompletely were excluded, and the remaining 401 questionnaires were used for this research. The independent t-test and the one-way analysis of variance were conducted on the collected data using the statistical program SPSS 21.0 Version to examine the differences, and the correlation analysis and the multiple regression analysis were conducted to examine causal relationships. The concrete research results derived through this research process are as follows. First, in the differences in organizational culture according to demographic characteristics variables, there are statistically significant differences in relationship-oriented culture, hierarchy-oriented culture, and task-oriented culture according to the participation period. In the differences in susceptibility for social face according to demographic characteristics variables, there are statistically significant differences in others conscious social face and shame conscious social face according to gender, and there are statistically significant differences in others conscious social face according to average monthly household income. There are statistically significant differences in social formality social face according to the participation period. Second, organizational culture has significant effects on shame conscious social face and social formality social face which are the subordinate factors of susceptibility for social face. The hierarchy-oriented culture of organizational culture has positive (+) effects on shame-conscious social face and social formality social face, and task-oriented culture has positive (+) effects on social formality social face.

체면이 영어 의사소통에 미치는 영향

정미애 한국현대언어학회 2013 언어연구 Vol.28 No.4

Jung, Mie Ae. 2013. The Influence of Face on Korean EFL Students`Communication in English. The Journal of Studies in Language 28.4, 767-790. Face is considered as a critical aspect of Korean culture, which exerts powerful influence on individual emotions and sociocultural activities such as intracultural and intercultural communication. However, little empirical research has been carried out on the influence of face on L2 communication. This study aimed to investigate Korean university students` face-sensitivity and its dynamics in interpersonal communication in English as a foreign language. A total of 77 students participated in this study. Data were gathered by means of a questionnaire survey. The results showed that face-sensitivity was positively related to anxiety, while anxiety and face-sensitivity were negatively related to willingness to communicate. More analyses further revealed that face-sensitivity influences anxiety, which, in turn, influences willingness to communicate. Several pedagogical strategies for responding to high face-sensitive students were suggested. (Geumgang University).

중국인들의 체면민감성이 과시소비성향과 와인구매의도에 미치는 영향

서금해 ( Jinhai Xu ),이희승 ( Heeseung Lee ) 관광경영학회 2020 관광경영연구 Vol.100 No.-

As the importance of quality of life due to improved income levels has emerged, it has been argued that China's consumer market is showing a different characteristic than before and is reaching a transition period toward mature consumption in advanced countries. Amid the establishment of a reasonable consumer culture, value-oriented consumption is established among young consumers, while the consumption pattern of luxury purchases is still in the overall society, so a diverse understanding of consumers' consumption patterns is needed. The study wanted to examine wine consumption and purchasing intentions, which represent a significant growth in luxury goods, and the purpose of this study was to find out whether face sensitivity directly influences the propensity of consumption by changing the subject of consumption from the older generation to the millennials. The purpose of the project is to examine whether this propensity to show off consumption has a significant impact on wine purchase intentions and to provide implications. Firstly, a sense of shame, a sense of other people, and a sense of form, which are lower factors of face sensitivity, were all shown to affect personality-seeking consumption in the positive direction. Secondly, a sense of shame, a sense of others, and a sense of formality were all shown to have an effect on trend-seeking consumption in the positive direction. In addition, as a result of examining the impact of face sensitivity on high-price oriented consumption propensity, only the lower factors of shame and other people's consciousness were statistically significant, and the formal consciousness was not significant. Fifth, impact of ostentatious consumption propensity on wine purchasing intentions, only the lower factors, personality-oriented, brand-oriented, and high-price-oriented consumption propensity, were statistically significant, and the trend of trend-seeking consumption was not significant. Lastly, looking at the impact of face-sensitive sensitivity on wine purchasing intentions, other people's consciousness, and formal consciousness were all statistically significant. This is interpreted as the practice and value system of chinese society, influenced by confucianism, has valued face to show off social status, status, authority, formalities or examples in human interrelationships, and that this sense of face continues to consume to show off one's superiority or self-confidence today.

외식산업 종사자의 체면민감성이 직업태도에 미치는 영향

김민주 한국외식경영학회 2011 외식경영연구 Vol.14 No.3

The present study examined the effects of social-face sensitivity on the occupational attitude(career commitment) on the samples of service employees working for food and beverage company. Job satisfaction and self-esteem were chosen as moderating variables influence causality between two variables. Questionnaires were administered to 297 employees. As a result of analyzing into multiple regression analysis, two dimensions of social-face sensitivity negatively related to career commitment. Additionally, hierarchical multiple regression was conducted to verify the interaction effect. The results showed job satisfaction moderated, and self- esteem partially moderated the causality between social-face sensitivity and career commitment. It was implied the group with low level of job satisfaction and self-esteem suffered from negative effects of social-face sensitivity. Based on these results, the implication and limitation of this study were discussed.

Effects of Women's Shopping Values upon Intention to Pay Premium Price and Purchase Intention : Focused on Difference between Generations and Face Sensitivity's Mediating Effect

Hoe-Chang Yang,Young-Ei Kim 한국유통과학회 2015 한국유통과학회 학술대회 논문집 Vol.2015 No.-

Purpose – The purpose of this study was to investigate face sensitivity's role of effects of shopping values cognized by women upon intention to pay the premium price as well as intention of use of hyper market, and difference of the variables cognized by wine generation and silver generation, and to find out marketing conditions of target group of hyper markets. Research Design, Data, and Methodology – This study classified shopping value into hedonic value and utilitarian value to give model of face sensitivity at relation between intention to pay the premium price and purchasing intention. The subject of questionnaire was women members at 'A' culture center. Regression and 3-stage mediating regression were used. Results – Not only hedonic value but also utilitarian value had positive influence upon face sensitivity, and face sensitivity had positive influence upon intention to pay the premium price and purchasing intention. The face sensitivity partially mediated between hedonic value and purchasing intention, and variables had no difference of generation. Conclusion – Hyper market needed to stimulate consumers' face desire and to promote shopping values being original.

저비용항공사에 대한 사회적가치와 사회적위험이 태도에 미치는 영향 - 체면민감성의 조절효과를 중심으로 -

우정훈 ( Jeong-hoon Woo ),김문섭 ( Moon-seop Kim ) 한국항공경영학회 2020 한국항공경영학회지 Vol.18 No.6

저비용항공사들은 항공업계의 치열한 경쟁속에서 고객의 최종 선택을 얻기 위해 부단히 노력해왔다. 저비용항공사들은 저렴한 가격, 취항지와 운항시각의 다양성 등을 통해 꾸준한 성장세를 보였으나, 2020년에는 COVID-19로 인해 엄청난 영업손실을 기록할 정도로 위기에 처해 있다. 본 연구는 저비용항공사가 추구해야 할 지각된가치 중 사회적가치와, 해소해야 할 지각된위험 중 사회적위험에 대해 분석하고, 그것들이 태도에 미치는 영향을 살펴보고자 하였다. 더 나아가 심리적 요소인 ‘체면민감성’의 조절효과에 대해서도 분석하였다. 본 연구는 실제로 저비용항공사를 이용했거나 이용할 예정인 고객들을 대상으로 한 설문조사를 통해 실증 분석을 하였는데, 사회적가치는 태도에 정(+)의 영향을 미쳤고, 사회적위험은 태도에 부(-)의 영향을 미친 것을 확인하였다. 또한 체면민감성은 사회적가치와 태도 사이에서 조절효과를 보이는 것으로 나타났다. 이러한 연구는 다양한 학문적 의의가 있다. 우선, 이미 다양한 마케팅 분야에서 실증된 지각된가치, 지각된위험과 태도와의 관계를 항공서비스 분야에 적용하였다. 또한 사회적가치와 사회적위험이 태도에 미치는 영향을 종합적으로 살펴보면서 그것에 대한 연구를 풍부하게 하였다. 또 타인 지향적 변수인 사회적가치, 사회적위험, 체면민감성의 관계를 밝히면서 타인을 의식하는 변수들에 대한 연구를 풍부하게 했다. 본 연구는 저비용항공사에게 다양한 실무적 시사점을 부여한다. 저비용항공사는 고객이 지각하는 사회적위험을 불식시키고, 저비용항공사에 대한 선택은 합리적이라는 점을 강조하여 사회적 가치를 향상시키는 마케팅커뮤니케이션 전략을 실행할 필요가 있다. 또한 체면민감성이 높은 고객 집단은 사회적가치가 태도에 미치는 영향이 크기 때문에 사회적가치를 향상시키는 마케팅 전략을 적극적으로 수행해야 한다. Low-cost carriers have been working tirelessly to obtain the final choice of customers amid fierce competition in the aviation industry. Low-cost carriers have shown steady growth through low prices, variety of destinations and flight times, but are in crisis to record huge operating losses due to COVID-19 in 2020. The purpose of this study was to analyze social values among perceived values to be pursued by low-cost carriers and social risks among perceived risks to be resolved, and to examine their effects on attitudes. Furthermore, the modulating effect of ‘face sensitivity’, a psychological factor, was also analyzed. This study conducted an empirical analysis through a survey of customers who actually used or plan to use lowcost airlines. Social value had a positive (+) effect on attitude, and social risk had a negative (-) effect on attitude. It was confirmed that it was crazy. In addition, face sensitivity was found to have a moderating effect between social value and attitude. These studies have various academic significance. First, the relationship between perceived value, perceived risk and attitude, which has already been demonstrated in various marketing fields, was applied to the aviation service field. It also enriched research on social values and social risks by comprehensively examining the influence of them on attitudes. In addition, research on variables that are conscious of others was enriched by clarifying the relationship between social value, social risk, and face sensitivity, which are otheroriented variables. This study gives various practical implications for low-cost carriers. Low-cost carriers need to implement a marketing communication strategy that improves social value by emphasizing that the social risks perceived by customers are eliminated and the choice of low-cost airlines is reasonable. In addition, the customer group with high face sensitivity needs to actively implement marketing strategies to improve social value because social value has a great influence on attitudes.