사회심리적 특성 체면이 네트워크마케팅 수용자 효과에 미치는 영향

Socio-Psychological Traits Effects of Chemyeon on the Consumers of Network Marketing

Purpose This study was conducted to understand the underlying cause of the negative perception towards network marketing in the Korean market, despite its firm establishment as a means to promote product sales. The research primarily focuses on Chemyeon, the unique socio-psychological traits of Korean consumers that tend to be highly conscious of the social perceptions and “face saving-”, underlying this social phenomenon. Design/Methodology/Approach To this end, an online survey was carried out with 439 male and female respondents aged 20 to 59. Findings The results are as follows: First, being conscious of others had a positive impact on consumer attitude, product attitude, and purchase intention. Second, the tendency to avoid humiliation negatively only affected purchase intention. Research Implications This research is of academic significance in that it is based on the personality and psychological traits of Koreans, which have not been dealt with by previous studies on network marketing. This study demonstrates the need to design strategies based on a proper understanding of the psychological attributes of network marketing consumers, with socio-psychological traits in particular, to successfully vitalize network marketing in Korea.