스포츠의류 소비 대학생의 체면민감성이 상표의존성향 및 충동구매에 미치는 영향

The purpose of this study was to investigate the effect of face sensitivity on brand dependence and impulse purchase in university students who consume sports apparel. The subjects of the study were college students attending universities located in Seoul, Chungcheongnam-do, and Jeollabuk-do, and data from 241 people were used for the final analysis. The statistical method for hypothesis testing was regression analysis. the results are as follow. First, social formal face and other-conscious face of university students consuming sports apparel had a positive effect on brand dependence. However, self-destructive face did not affect brand dependence. Second, the self-destructive face of university students who consumed sports apparel had a positive effect on impulse purchase. However, social formality and others consciousness did not affect impulse purchase. Third, university students' brand dependence on sports apparel consumption had a positive effect on impulse purchase. These results suggest that university students are often driven by face when consuming sports apparel.