Abstract
The purpose of this study was to investigate the effect of social face sensitivity of golf participants on impulse buying tendency. For the purpose of study, 300 survey samples were distributed to golf participants, and 283 samples were put to actual analysis. Then data processing, SPSS 25.0 Version was used to perform frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and structural equation model analysis. The study results are as follows. First, social face sensitivity was found to have an impact on impulse buying tendency. Second, social face sensitivity was not found to have an impact on conspicuous consumption. Third, impulse buying tendency was found to have an impact on conspicuous consumption. Finally, impulse buying tendency was concluded to have a mediation effect on social face sensitivity and conspicuous consumption. If golf brand stores to recognize the importance of advertising impact and components of stores, it can be a positive factor to make a profit.
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