체면민감성이 만족에 미치는 영향에 관한 연구 — 충동구매성향의 매개효과를 중심으로 —

The purpose of this study was to investigate the effects of social face sensitivity on impulse buying tendency and satisfaction. This study was also to investigate the effects on the mediating effects of the impulse buying tendency in the relationship between social face sensitivity and satisfaction. For this purpose, this study was conducted to 266 subjects living in Busan, Korea. And the data was analyzed by SPSS 22 and Amos 25. The results of the study were as follows. First, others conscious social face and formality social face were related to impulse buying tendency. However, shame conscious social face was partially related to impulse buying tendency. Second, suggestion impulse buying and reminder impulse buying had significant effect on satisfaction, however stimulus impulse buying and pure impulse buying had not significant effect on satisfaction. Third, the empirical results showed others conscious social face had significant positive effect on satisfaction. But, formality social face and shame conscious social face have not significant effect on satisfaction. Finally, this study also found the mediating effects of the suggestion impulse buying and reminder impulse buying in the relation between others conscious social face and satisfaction. Based on the empirical results, implications focused on the social face sensitivity, impulse buying tendency and satisfaction were discussed.