한국인의 체면중시문화가 명품태도에 미치는 영향에 관한 연구

A Study on Relationship between Korean’s Traditional Trait and Attitude for Luxury Goods

Korean has a great tendency to save his or her face. Although this aspect doesn’t belong to only Korean, Korean demonstrates this trait strongly. In Korea, there are traditional ritual ceremonies such as ceremonies of coming-of-age, marriage, funeral, and ancestor worship and they consider those ceremony occasions as very important. Moreover, social positional grade of rank like the two upper classes of old Korea made people pretend to be noble and sensitive to other people around themselves. This old custom could influence Korean people’s way of life, especially, consumer-action. This deep rooted custom also could influence consumption life considerably. Now a day in particular, many consumers have a great concern about purchasing luxury brands and this koreans’ aspect to save their face has effects on buying luxury brands and taking favorable attitudes toward luxury brands. In this study Korean’s aspects are subdivided and made clear. These factors are as following: dispositions for formalism, self-defense, intention of status, intention of first class. These factors will conform to the traits of luxury goods. One of the features of the luxury goods is ‘signal effect.’ By purchasing luxury goods, people could show their economic and social status. In this point of view, we , Korean people could get benefits of showing off and satisfying themselves Through this study, we can understand the consumer behaviors of Korean who consider ritual ceremonies and saving face as essential and are influenced by this culture. on another hand, we intend to check the effects on buying luxury brands.