This study attempted to examine the modulating effect of face consciousness between golf wear brand assets and purchase satisfaction. A total of 300 people, 150 users of three golf courses in Seoul and Gyeonggi-do and 150 users of golf practice courses in the metropolitan area, were surveyed. Among the collected questionnaires, 283 copies were used as the final valid sample after excluding 17 copies that showed unfaithful answers. The survey questionnaires were used to collect the data. The collected material was carried out by using Spss 24.0 and Amos 24.0 version. The questionnaires for the brand assets scale had been developed by Keller(1993), Kwon(2012), Kim(2010), Ro & Han(2011), and purchase satisfaction had been developed by Lee(2000), Lee, Lee, Park, Park(2007), Choi(2017). and face consciousness had been developed by Kim(2001), Lee(1990), Choi(1999), Jin & Kang(2010). From the analyses of the data, the study reached the following conclusions : First, the research theory I was adopted. Specifically, brand awareness negatively affected purchase satisfaction, and brand image and perceived quality were found to have a positive effect on purchase satisfaction, and brand image was found to have the most influence on purchase satisfaction. Therefore, research hypothesis I-1, research hypothesis I-2, and research hypothesis I-3 were adopted. Second, the research theory I was partially adopted. In the relationship between golf wear brand assets, which is the research hypothesis II, on purchase satisfaction, there was a moderating effect of face consciousness. In other words, research hypothesis II-1 and research hypothesis II-3 were rejected.