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The Effect of Social-Face Sensitivity on Conspicuous Consumption: Focusing on a Comparative Study of Korea and China Tourists

Lee, Hyung-ryong 1 Lee duk won 2 Kang, Jaewan 1

1세종대학교
2송호대학교

Accredited

ABSTRACT

The purpose of this study is to analyze the effect of social-face sensitivity on conspicuous consumption. It particularly tested the comparative study of Korea and China tourists on those relationships. By doing so, this study provides implication regarding effective tourism marketing. For empirical survey, total 400 customers, each 200 customers of each Korean and Chinese nationality, were selected as a target, and total 354 questionnaire sheet were used for the survey after deleting 10 insincere or defected sheet from total 344 questionnaire sheet collected. The results were summarized as follows. First it showed that other consciousness and shame consciousness of social-face sensitivity had positive effects on conspicuous consumption. Second Formality consciousness had negative effects on conspicuous consumption. Third, nationality(comparative of Korea and China tourists) played moderating roles in the relationship between all aspects of social-face sensitivity excepting formality consciousness, and conspicuous consumption. Overall findings provide new insights into consumers' psychology behavior and suggest several implications for tourism marketing.

Citation status

* References for papers published after 2022 are currently being built.