한·중 여대생의 체면민감성, 허영심 및 과시적 소비성향이 패션명품 브랜드 태도에 미치는 영향

The Effects of Chemyon(social-face) Sensitivity, Vanity and Conspicuous Consumption on Brand Attitude toward Fashion Luxury Goods of Korean and Chinese Female University Students

The purpose of this study was to investigate the influences of chemyon(social-face) sensitivity, vanity and conspicuous consumption on attitude toward luxury fashion brand of Korean and Chinese female university students in age of twenties. For data collection, a survey was conducted from July 24 to August 24, 2014 to 285 female college students in Seoul and Kwangju, Korea, and to 292 female college students in Beijing and Weihai, China. The SPSS 21.0 was used and descriptive statistical analysis, frequency analysis, factor analysis, reliability analysis, regression analysis, crosstabulation, path analysis, and Sobel-test were conducted. The results were as follows: First, chemyon sensitivity divided into three factors: self-conscious low esteem, social-formality, self-conscious shame and it positively influenced on brand attitude toward fashion luxury goods. Second, vanity was divided into two factors: achievement-concern, achievement-view and it exerted positive effects on brand attitude toward fashion luxury goods. Third, conspicuous consumption had positive effects on brand attitude toward fashion luxury goods for both Chinese and Korean students.