Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
권호 표지
DOI QR코드

DOI QR Code

Influences of Social-Face Sensitivity and SNS Social Capital on Ethical Consumption in Korea

체면 민감성과 SNS 사회자본이 윤리적 소비에 미치는 영향에 관한 연구

  • Choi, Yun-Woo (Department of Advertising & Public Relations, Hanyang University) ;
  • Han, Sangpil (Department of Advertising & Public Relations, Hanyang University)
  • 최윤우 (한양대학교 광고홍보학과) ;
  • 한상필 (한양대학교 광고홍보학과)
  • Received : 2021.08.31
  • Accepted : 2021.11.20
  • Published : 2021.11.28
Download PDF
⟨ Previous Next ⟩

Abstract

The main purpose of this study is to investigate the effects of social-face sensitivity and SNS social capital on ethical consumption in Korea. Online survey was conducted on 313 adults randomly sampled across the country. The results show that formality had relatively strong positive effect on ethical consumption. But, shame-consciousness had negative effect on ethical consumption. Secondly, the more bridging social capital on SNS, the higher ethical consumption. Lastly, it turned out that Twitter users have more positive ethical consumption than Instagram users. This study revealed for the first time the fact that social-face sensitivity could be a significant predictor of ethical consumption.

본 연구는 한국인의 소비에 영향을 미치는 문화변수로서 체면 민감성과 빠른 속도로 발전하는 SNS 상의 사회적 자본을 중심으로 윤리적 소비에 영향을 미치는 요인들을 분석하였다. 이를 위해 최근 6개월간 SNS를 사용한 경험이 있는 성인 313명을 대상으로 온라인 서베이를 실시하고, 수집된 자료를 기반으로 위계적 회귀분석을 수행하였다. 연구 결과, 형식의식성 체면은 윤리적 소비에 정적인 영향을, 반대로 창피의식성 체면은 부적 영향을 미쳤으며, 높은 연결적 사회자본이 윤리적 소비에 긍정적으로 작용하는 것으로 나타났다. 그리고 트위터 이용자들이 인스타그램 이용자들에 비해 윤리적 소비 지수가 더 높았다. 본 연구는 체면 민감성과 윤리적 소비 간의 관계를 실증적으로 탐색한 첫 연구로서, 문화심리적 변수로서 체면 민감성이 윤리적 소비에 유의미한 영향변수일 수 있다는 가능성을 발견했다는 점에서 학문적 의의가 있다.

Keywords

References

  1. S. J. Han, Y. Wang & C. H. Jin. (2020). The Effect of Cultural Values on Ethical Consumption Behavior and Consumer Happiness: Focused on Chinese Consumer. Kookmin Social Science Revies, 32(2), 27-52. https://doi.org/10.54711/KSSR.32.2.02
  2. H. R. Kim. (2018). The effects of social face sensitivity and self-esteem on conspicuous consumption and college life satisfaction - A study of university students in the Daejeon area. International Journal of Tourism and Hospitality Research, 32(8), 193-204. https://doi.org/10.21298/ijthr.2018.08.32.8.193
  3. W. J. Lee. (2009. 2. 27). From health to environment, and now towards Society... Evolving 'Good Consumption'. Hangyoreh. http://www.hani.co.kr/arti/economy/heri_review/341285.html
  4. C. L. Lee & M. K. Cha. (2020). Is it Enough to Have an 'Ethical Product' Label?: the Effects of Brand Reputation and Perceived Ethicality on Ethical Consumers'Choice. Journal of the Korea contents association, 20(3), 527-541. https://doi.org/10.5392/JKCA.2020.20.03.527
  5. J. Hainmueller, M. J. Hiscox & S. Sequeira. (2015). Consumer Demand for Fair Trade: Evidence from a Multistore Field Experiment. The Review of Economics and Statistics, 97(2), 242-256. https://doi.org/10.1162/REST_a_00467
  6. Y. S. Park et al. (2018). A Study on the Effects of Consumer's Ethical Consumption and Social Trust Levels on the Performance of Cause-Related Marketing. The Journal of the Korea Contents Association, 18(8), 544-560. https://doi.org/10.5392/JKCA.2018.18.08.544
  7. Y. S. et al. (2018). A Study on the Effects of Consumer's Ethical Consumption and Social Trust Levels on the Performance of Cause-Related Marketing. The Journal of the Korea Contents Association, 18(8), 544-560. https://doi.org/10.5392/JKCA.2018.18.08.544
  8. S. K. Lee & D. Y. Kim. (2021). A Convergence Study on the Perception and Purchasing Behavior of Environmentally Friendly Consumers: A Case Study on the Consumer Activities in Gwangju Metropolitan City. Journal of The Korea Convergence Society, 12(5), 173-183. DOI : 10.15207/JKCS.2021.12.5.173
  9. Y. G. Hong & I. S. Song. (2012). A Case Study of Ethical Consumer in Korea. Journal of Consumption Culture, 13(2), 1-25. https://doi.org/10.17053/JCC.2010.13.2.001
  10. H. M. Lee. (2016). Does ethical consumption extend the civic engagement sphere? Exploring the link between ethical consumption and civic engagement in terms of Person and Thing orientations among ethical Korean consumers. Journal of Consumer Studies, 27(1), 153-182.
  11. Y. C. Kim et al. (2012). A Study on 'Sharing behavior'in Social Network Service and Its Influencing Factors. Korean Journal of Journalism and Communication Studies, 56(3), 28-50.
  12. M. S. Chun, A. R. Koh & S. G. Lee. (2006). The Effect of Cultural Tendency on Clothing Consumption Behavior, The Korean Journal of Consumer and Advertising Psychology, 7(2), 277-300.
  13. Y. D. Kim. (2019). An Investigation of Chemyon on Consumption Behavior of Asian and Western Consumers: Cross-Cultural Comparative Approach. International Journal of Industrial Distribution & Business, 10(5), 37-47.
  14. C. W. Lee & H. C. Kim. (2006). An Analysis of Influences of Chemyon(Social-Face) Sensitivity, Social Anxiety and Self-esteem on Uncertainty Avoidance Tendency. Korean Journal of Social and Personality Psychology, 20(3), 17-30.
  15. J. C. Lee. (2010). The impact of the shopping style, face-sensitivity and Innovation-nature of the consumers to the preference on the second brand. Master's dissertation. Chungang University, Seoul.
  16. Y. H. Kim. (2005). (A)multilevel analysis of symbolic consumption behaviors in Korean society : based on socio-demographical, individual and social approaches. Doctor's dissertation. Chungang University, Seoul.
  17. M. B. You & H. I. Shim. (2011). Developing a Scale for Measuring Face Sensitivity Perceived by Korean Public Servants. Korean Public Administration Review, 45(3), 335-365.
  18. S. H. Park. (2013). Subculture Characteristics of Golf Participants on their Social Face Sensitivity and Symbolic Consumption Propensities. Hanyang University.
  19. S. H. Park. (2013). Effect of the Golfing Subculture Characteristics of Golf Participants on their Social Face Sensitivity and Symbolic Consumption Propensities. Doctor's dissertation. Hanyang University, Seoul.
  20. H. D. Kim. (2020). The Impact of SNS Advertising Attribute on Advertising Likeability and Purchase Intention: A Comparison of Difference According to Use Motive and Use Intensity of SNS. Journal of The Korea Convergence Society, 11(11), 155-163. DOI : 10.15207/JKCS.2020.11.11.155
  21. S. W. Lee, Y. Y. Choi & H. W. Lee. (2019). The Relation between Social Networking Sites and Depression by Gender: Mediating effects of Collective Identity, Perceived Social Support, and Negative Comparison. Journal of The Korea Convergence Society, 10(8), 205-215. DOI : 10.15207/JKCS.2019.10.8.205
  22. M. Burke, R. Kraut, & C. Marlow. (2011). Social capital on facebook: differentiating uses and users. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, 571-580.
  23. Koroleva et al. (2011). It's all about networking! Empirical investigation of social capital formation on social network sites. 32nd International Conference on Information Systems, Shanghai.
  24. N.B. Ellison, C. Steinfield & C. Lampe. (2007). The Benefits of Facebook "Friends:"Social Capital and College Students'Use of Online Social Network Sites. Journal of Computer-Mediated Communication. (Journal of Computer-Mediated Communication, 12(4), 1143-1168.
  25. H. T. Lee. (2014). The Factors of Forming Social Capital in Social Network Services and the Relationship between Social Capital and the Propensity of Consumer Needs. Journal of Consumption Culture, 17(3), 105-130. https://doi.org/10.17053/JCC.2014.17.3.006
  26. J. S. Kim. (2018). Consumption Value and Social Capital of SNS on Consumers' Satisfaction and Continuous Use Intention. Master's dissertation. Konkuk University, Seoul.
  27. O. M. Freestone & P. J. McGoldrick. (2008). Motivation of the Ethical Consumer. Journal of Business Ethics, 79, 445-467. https://doi.org/10.1007/s10551-007-9409-1
  28. M. H. Kim & J. E. Kim. (2020). Effects of Ethical Consumption Motives, Ethical Consumption on Participation Intention on Fair Tourism. Journal of Tourism Management Research, 24(6), 99-112 https://doi.org/10.18604/tmro.2020.24.6.5
  29. N. S. Yun. (2017). Analysis of the differences between Korea and the U.S. in the effect of cultural dimensions on ethical consumption motives. Food Service Industry Journal, 13(4), 151-165.