캠핑 장비 소비자의 체면민감성이 명품선호도 및 명품구매의도에 미치는 영향

Abstract

The purpose of this study was to structurally identify the influence of face-sensitive consumers on camping equipment"s preference for luxury goods and intention to purchase luxury goods. The subjects of the study were campers with experience in camping activities and purchasing camping equipment, and 204 people were used for the final statistical analysis. Statistical analysis was conducted as a confirmatory factor analysis and a structural equation model analysis, and the results were as follows: First, it has been shown that the face sensitivity of consumers of camping equipment does not affect the preference of luxury goods. Second, it has been shown that consumers" sensitivity to face of camping equipment does not affect their intention to purchase luxury goods. Third, consumers" preference for luxury goods in camping equipment has a positive effect on their intention to purchase luxury goods. These results can be interpreted as that consumers of camping equipment prefer or do not purchase luxury equipment due to their face sensitivity, but consumers who tend to prefer luxury goods are more likely to purchase luxury goods.