- E-ISSN2233-5382
- KCI
E-ISSN : 2233-5382
A Meta-Analysis of the Effect of Face (Chemyon) on Leisure Consumers’ Consumption Behavior
Abstract
Purpose: Despite the fact that face (i.e. Chemyon) is deeply-rooted in Korean culture and significantly affects the behavior of Korean people, the effect of face on leisure consumers' consumption behavior has only reported mixed findings, that is, significant and/or insignificant face effects have been reported. It is necessary to integrate prior research findings, and comprehensively examine the effect of face on leisure consumers' consumption behavior. The purpose of this study was to investigate the effect (i.e. effect size, and moderating variables) of face on leisure consumers' consumption behavior through meta-analysis. Research design, data and methodology: Among 1,019 face-related academic studies, retrieved from the academic research information services (RISS), 34 studies and 300 cases examining the effect of face on leisure consumers' consumption behavior were finally included for meta-analysis. Face measured as face sensitivity and/or a face sensitivity sub-component (shame-consciousness, formality-consciousness, and other-consciousness) were integrated in the meta-analysis. Leisure consumers' consumption behavior was classified as antecedents of purchase (overall conspicuous consumption tendency, overall symbolic consumption tendency, personality, high price, high quality, brand seeking, fashion seeking, enjoyment, other person (interpersonal) consideration, position, reference group, and attitude), purchase (purchase intention, unplanned purchase, purchase, and expenditure), and post-purchase (satisfaction, repurchase, and post-purchase). The data used in the meta-analysis was comprised of correlation coefficients, and the meta-analysis was performed using the R-program. Results: The overall mean effect size of face on leisure consumers' consumption behavior was .248. It was found that the effect size was the largest in the order of shame-consciousness face, formality-consciousness face, and other-consciousness face. Among the types of leisure consumers' consumption behavior categorized as dependent variables, the effect size was found to be largest in the order of position, attitude, reference group, post-purchase behavior, brand seeking, personality, trend seeking, etc. In addition, it was found that the leisure types moderated the effect size of face on leisure consumers' consumption behavior. The effect size was found to be largest in the order of skin diving, baseball, various leisure participation, dance, gambling, golf, etc. Conclusions: Face moderately or significantly influence leisure consumers' consumption behavior.
- keywords
- Face (Chemyon), Face Sensitivity, Leisure, Consumer Behavior, Meta-Analysis
Reference
An, D. S., Kim, Y. W., & Yoon, Y. S. (2016). The Effect of Face Consciousness on Flow Experience and Leisure Benefit among Waters Leisure Sports Participants. The Korean Journal of Physical Education, 55(6), 571-582.
Bae, H. G. (2017). Socio-Psychological Characteristics (Chemyon, Nunchi) of Korean and the Study on Wine Consumption Patterns. Journal of Foodservice Management Society of Korea, 20(1), 199-213.
Bae, J. S., & Lee, K. Y. (2020). A Meta-Analysis on the Influence of Model of Goal-Directed Behavior in Leisure. Journal of Sport and Leisure Studies, 82, 323-331.
Borenstein, M., Hedges, L. V., Higgins, J. P., & Rothstein, H. R. (2009). Introduction to Meta-Analysis. UK: John Wiley & Sons, Ltd.
Brown, P., & Levinson, S. (1987). Politeness: Some Universals in Language Use. UK: Cambridge University Press.
Byun, H., Cho, K. M., & Bae, J. S. (2018). Analysis of Influence of Servicescape in Sports Facility Field through Meta-Analysis. Korean Society for Sport Management, 23(4), 17-33.
Cha, Y. R., & Kim, K. B. (2004). An Analysis of the Relationship among Self-Esteem, Susceptibility for Chemyon, and Consuming Behaviors Based on Chemyon of the Korean Elderly Affluent. Journal of Media Economics & Culture, 2(2), 85-117.
Chen, L. H., Loverio, J. P., Mei-jung, S. W., Naipeng, T. B., & Shen, C. C. (2021). The Role of Face(mien-tzu) in Chinese Tourists’ Destination Choice and Behaviors. Journal of Hospitality and Tourism Management, 48, 500-508.
Chick, G. (2009). Culture as a Variable in the Study of Leisure. Leisure Science, 31(3), 305-310.
Choi, H. Y. (2014). The Influence of Dance Sport Participants Social Attitudes on Face Sensitivity and Symbolic Consumption. Korean Journal of Sports Science, 23(3), 147-161.
Choi, J., Lee, J. H., Jung, A. L., & Kim, T. H. (2018). The Effects of Social-Face Sensitivity on Purchasing Satisfaction and Brand Attitude of Baseball Products Consumers. Korean Journal of Sports Science, 27(2), 585-596.
Choi, S. C., & Kim, K. B. (2000). The Internal Structure of the Korean Social Face. The Korean Journal of Social and Personality Psychology, 14(1), 185-202.
Choi, Y. R., & Lee, J. H. (2011). The Effects of Consciousness of Social Position and Dignity of Participants in Leisure Sports on Conspicuous Leisure Consumption. The Korean Journal of Physical Education, 50(4), 1-11.
Cohn, L. D., & Becker, B. J. (2003). How Meta-Analysis Increases Statistical Power. Psychological Methods, 8(3), 243-253.
Du, J., Fan, X., & Feng, T. (2010). An Experimental Investigation of the Role of Face in Service Failure and Recovery Encounters. Journal of Consumer Marketing, 27(7), 584-593.
Egger, M., Smith, G. D., Schneider, M., & Minder, C. (1997). Bias in Meta-Analysis Detected by a Simple, Graphical Test. BMJ, 315, 629-634.
Glass, G. V. (1976). Primary, Secondary and Meta-Analysis of Research. Educational Research, 5(10), 3-8.
Glass, G. V. (1977). Integrating Findings: The Meta-Analysis of Research. Review of Research in Education, 5(1), 351-379.
Goffman, E. (1955). On Facework: An Analysis of Ritual Elements in Social Interaction. Psychiatry: Journal for the Study of Interpersonal Processes, 18(3), 213-231.
Gwak, J. S., & Kim, D. G. (2020). The Effect of Face Consciousness on Makeup Behaviors: Focused upon Mediating Effect of Physical Concern and Conditional Effect of Self-Appearance Recognition. Journal of the Korean Society of Cosmetology, 26(5), 1091-199.
Han, K. W., & Cho, M. J. (2020). The Relationships of Golfer’s Psychological Entitlement on Reputation Sensitivity and Conspicuous Consumption. Journal of Golf Studies, 14(3), 261-273.
Han, W. J. (2005). Testing ‘Ethnicity’ and ‘Marginality’ Theories on Korean American’ Leisure Participation. Korean Journal of Leisure, Recreation &Park, 29, 397-410.
Ho, D. Y. (1976). On the Concept of Face. American Journal of Sociology, 81(4), 867-884.
Hu, H. C. (1944). The Chinese Concept of “Face”. American Anthropologist, 46(1), 45-64.
Hudson, S., Walker, G. J., Simpson, B., & Hinch, T. (2013). The Influence of Ethnicity and Self-Construal on Leisure Constraints. Leisure Science, 35(2), 145-166.
Hwang, S. D. (2020). Meta-Analysis Using R (2nd ed.). Seoul: Hakjisa.
Ito, E., Walker, G. J., Liu, H., & Mitas, O. (2017). A Cross-Cultural/National Study of Canadian, Chinese, and Japanese University Students’ Leisure Satisfaction and Subjective Well-Being. Leisure Science, 39(2), 186-204.
Jeong, K. H., & Jeon, I. K. (2020). The Effect of Golf Participants of Social Face Sensitivity on Symbolic Consumption and Conspicuous Consumption. Journal of Golf Studies, 14(1), 49-65.
Jeong, K. H., Choi, J. I., & Jeon, I. K. (2019). Impulse Buying and Golf Items: Difference between Propensity for Conspicuous Consumption and Decency Sensitivity According to the Degree of Golf Participants’ Impulse Buying Tendency. Journal of Golf Studies, 13(3), 79-95.
Jin, Y. H., Kim, Y. Y., & An, S. H. (2016). The Effects of Face Sensitivity on Conspicuous Consumption and Purchase Intention – Focused on Luxury Restaurants -. Journal of Koreans Society of Food Culture, 31(2), 170-177.
Jo, S. C., Ryu, G. Y., & Cha, J. B. (2019). Meta-Analysis of Determinants of Medical Tourism Choice: Focusing on Korea Medical Tourism Research. Journal of Tourism Sciences, 43(5), 107-125.
Jung, J. H., Han, J. S., & Kim, G. W. (2015). The Relationship Among Face-Sensitivity of Hotel Customers, Hotel Selection Attribute and Customer Satisfaction. Journal of Tourism and Leisure Research, 27(7), 131-149.
K·indicator (2021). Culture·Leisure Expenditure Rate. Retrieved from August 31, 2021, from https://www.index.go.kr
Kang, J. H., Song, J. M., & Kim, S. B. (2014). Relationship Between Social-Face Sensitivity and Self-Esteem and Conspicuous Consumption Among Scuba Participants. Journal of Sport and Leisure Studies, 58(1), 253-367.
Kim, A. R., & Lee, B. K. (2019). Structural Relationship among Social-Face Sensitivity of Golf Goods Consumers, Brand Dependency, and Purchase Intentions of New Product Replacement. Korean Journal of Sports Science, 28(6), 539-550.
Kim, B. S., Jang, M. S., & Kang, H. S. (2020). A Meta-Study on Investigating Foreign Tourists’ Needs for Activating Inbound Tourism: Based on Inbound Tourism Research from 2000 to 2019. Journal of Hospitality and Tourism Studies, 22(2), 13-34.
Kim, D. K., Jeong, K. H., & Jeon, I. K. (2020). A Study on the Effect of Social Face Sensitivity on Impulse Buying Tendency: Focusing on the Mediating Effect of Conspicuous Consumption. Korean Journal of Sports Science, 29(4), 525-538.
Kim, E., Jung, D., & Lee, J. (2020). The Moderating Effect of Leisure Recognition on the Relationship between Satisfaction with Public Leisure Facilities and Satisfaction with Leisure Policy: Findings from the national Leisure Activity Survey (2018). Journal of Tourism Studies, 24(2), 591-616.
Kim, H. S., & Lee, S. H. (2011). A Study on Connections between Satisfaction According to the Purchase Routes of a Golf Club and Social Face Sensitivity. Korean Journal of Sports Science, 20(5), 409-421.
Kim, H. S., Jung, G. Y., & Hyung, K. (2013). The Structural Relationship between Social Face Sensitivity and Conspicuous Consumption, Shopping Styles among Golf Club Consumers. Journal of Golf Studies, 7(1), 1-10.
Kim, J. H., & Kim, J. T. (2021). Meta-Analysis of Mental Well-Being of People with Disabilities Participating in Physical Activity. The Korean Journal of Physical Education, 60(4), 85-99.
Kim, J. S., & Koo, J. Y. (2000). An Empirical Validity of the Confusion Behavior-Intention Model on the Exercise Behavior in Korea. The Korean Journal of Physical Education, 39(2), 236-245.
Kim, J. W., & Lim, W. K. (2020). Longitudinal Analysis of the Effects of Various Leisure Activities of the Elderly on Quality of Life, Korean Journal of Leisure, Recreation, & Park, 44(4), 11-24.
Kim, J. Y., & Cho, M. H. (2017). The Effect of Service Failure on Face Loss and Complaint Behavior: focused on Full Service Restaurant. Journal of Foodservice Management Society of Korea, 20(1), 63-85.
Kim, J. Y., & Nam, S. H. (1998). The Concept and Dynamics of Face: Implications for Organizational Behavior in Asia. Organization Science, 9(4), 522-534.
Ko, I. T., & Kim, D. K. (2021). The Effect of Face Sensitivity on the Intention of Repurchase of Golf Consumers: Focusing on Mediating Effect of Conspicuous Consumption and Moderating Effect of Involvement. Journal of Tourism Sciences, 37(5), 197-218.
Ko, J. B., & Han, B. S. (2013). A Study on the Effects of Materialism and Face on Outdoor Leisure Consumption. Journal of Golf Studies, 15(1), 99-111.
Kwak, M. S., & Won, D. (2014). The Relationship Between Decision Factors for Sports Viewing and Sport Consumer Behaviors - A Meta-Analysis -. Korean Society for Sport Management, 19(3), 47-67.
Kwon, W. S., Kim, Y. J., & Lee, G. M. (2016). A Meta-Analysis of the Effects of Emotional Labor on the Related Outcomes of Hospitality Employees: Focusing on Domestic Research. Journal of Tourism Sciences, 40(9), 51-68.
Lee, B. K., & Lee, B. S. (2021). The Effect of Their Social Face Sensitivity by Camping Goods Consumers on Luxury Brand Preference and Luxury Brand Purchase Intention. Korean Journal of Sports Science, 30(2), 601-611.
Lee, B. K. (2014). Structural Relationship between Golf Customer of Social-Face Sensitivity and Luxury Brand Goods, Purchasing Intention. Journal of Tourism and Leisure Research, 26(1), 339-356.
Lee, B. K. (2017). The Effects of Social-Face Sensitivity on Reference Group Following Consumption, Unplanned Upward Consumption and Replacement Purchase Decisions of New Product in Golf Consumers. Journal of Tourism and Leisure Research, 29(2), 361-376.
Lee, J. H., & Kim, J. H. (2017). The Effect of Need for Uniqueness and Social-Face Sensitivity on Conspicuous Consumption – Focusing on Golf Apparel Consumers. Korean Journal of Sports Science, 26(5), 593-605.
Lee, M. H., & Lee, H. R. (2013). A Study on Moderating Effects of Gender and Golf Ability in the Relationship Between Chemyon Sensitivity and Propensity to Consume by Golf Participants. Korean Journal of Hospitality & Tourism, 22(5), 61-82.
Li, M. (2014). Cross-Cultural Tourist Research: A Meta-Analysis. Journal of Hospitality & Tourism Research, 38(1), 40-77.
Lim, T. S. (1994). The Structure of Che-myon and the Determinants of Che-myon Needs. Korean Journal of Journalism & Communication Studies, 32, 205-247.
Lipsey, M. W. (2019). Identifying Potentially Interesting Variables and Analysis Opportunities. In H. Cooper, L. V. Hedges, & J. C. Valentine (Eds.). The Handbook of Research Synthesis and Meta-Analysis (pp.141-151) (3rd ed.) N.Y.: Russell Sage Foundation.
Liu, M. Q., & Lee, B. H. (2020). A Study on the Effect of Social Face Sensitivity on Satisfaction – Focusing on the Mediating Effect of Impulse Buying Tendency -. Management & Information Systems Review, 39(1), 15-34.
Manfredo, M. J., Driver, B. L., & Tarrant, M. A. (1996). Measuring Leisure Motivation; A Meta-Analysis of the Recreation Experience Preference Scales. Journal of Leisure Research, 28(3), 188-213.
Min, B. H. & Kim, J. Y. (2018). The Types of Visual Metaphors in Advertisements of High-tech Products and the Persuasion Effect that Social-face Sensitivity has on the Participation Behavior and Citizenship Behavior of Consumers. Journal of Advanced Research in Dynamical and Control Systems, 14-special issue, 86-97.
Ministry of Culture, Sports, and Tourism (2021). 2020 National Leisure Activity Survey. Retrieved from August 31, 2021, from https//www.mcst.go.kr
Mo, J. H. (2021). The Effects of Psychological Motivation of Semi-Permanent Makeup Customers on Satisfaction and Recommendation Intention – A Focus on Moderating Effects of Face Sensitivity. Journal of the Korean Society Design Culture, 27(1), 169-181.
Mun, J. L., & Kwon, M. H. (2015). The Effect of Position Awareness of Golfers on Reputation Sensitivity and Golf Consumption Type. Journal of the Korean Society for Wellness, 10(4), 25-38.
Na, K., & Son, Y. (2018). The Contextual Process of Consumer’ Face Consciousness, Self-Efficacy and Superstitious Belief on Casino Gambling Intention. Journal of the Korean Data Analysis Society, 20(2), 909-921.
Nam, S. B. (2012). The Mediating Effect of Dignity Sensitivity on the Relationship between Self-Esteem and Propensity for Conspicuous Consumption of Sports Participants. Korean Journal of Sports Science, 21(3), 533-546.
Oh, H. K., & Chung, K. Y. (2014). Core Deterrent Factors of Hoteliers’ Turn-over Intention by Meta-Analysis: Application of Hedges-Olkin Effect Size Model. Korean Journal of Hospitality & Tourism, 23(6), 209-235.
Paris, C. M., Musa, G., & Thirumoorthi, T. (2015). A Comparison between Asian and Australasia Backpackers Using Cultural Consensus Analysis. Current Issue in Tourism, 18(2), 175-195.
Park, J. C., & Joung, S. H. (2020). A Meta-Analysis on the Effect of Consumer Education. Consumer Policy and Education Review, 16(1), 163-184.
Park, S. Y., & Kim, S. A. (2007). The Effect Chemyon Sensitivity on Wedding Beauty Consumption Behavior. Journal of the Korean Society of Clothing and Textiles, 9(6), 589-594.
Redding, S. G., & Ng, M. (1983). The Role of “Face” in the Organizational Perceptions of Chinese Managers. International Studies of Management & Organization, 13(3), 92-123.
Shelby, L. B., & Vaske, J. J. (2008). Understanding Meta-Analysis: A Review of the Methodological Literature. Leisure Science, 30(2), 96-110.
Sirgy, M. J. (2010). Toward a Quality-of-Life Theory of Leisure Travel Satisfaction. Journal of Travel Research, 49(2), 246-260.
Smith, M. L., & Glass, G. V. (1977). Meta-Analysis of Psychotherapy Outcome studies. American Psychologist, 32(9), 752-760.
Suh, M. S., & Lee, S. B. (2018). How Do Consumer’s Face Types Influence Viewing Satisfaction and Behavioral Intentions When Viewing Cultural and Artistic Content?: Focused on the Adjustment Effect of Perceived Value. Journal of Arts Management and Policy, 48, 103-136.
Wang, X., & Walker, G. J. (2011). The Effect of Face Concerns on University Students’ Leisure Travel: A Cross-Cultural Comparison. Journal of Leisure Research, 43(1), 133-147.
Washburne, R. F. (1978). Black Under-Participation in Wildland Recreation: Alternative Explanations. Leisure Science, 1(2), 175-189
Wiese, C. W., Kuykendala, L., & Tay, L. (2018). Get Active? A Meta-Analysis of Leisure-Time Physical Activity and Subjective Well-Being. Journal of Positive Psychology, 13(1), 57-66.
Yang, J. I. (2019). The Relationship of Customers Social-Face sensitivity with Customers Choice of Airline, Customer Satisfaction, and Repurchase Intention: Focusing on Major Airlines. Journal of Tourism Enhancement, 7(3), 123-143.
Yi, J. S., Jung, H. S., & Yoon, H. H. (2020). The Effect of Social-Face Sensitivity on Participation Behavior and Citizenship Behavior of Customer in Coffee Shop. Journal of Foodservice Management Society of Korea, 23(2), 7-30.
Yoo, J. A., & Kim, Y. H. (2020). A Meta-Analysis of Online Game Effects. Journal of Future Oriented Youth Society, 17(3), 77-105.
Yoon, D. G., & Jang, B. J. (2010). A Study on Leisure Satisfaction, Life Satisfaction, Quality of Life (Psychological Well-Being) of the Resort Hotel Customer. Korean Journal of Business Administration, 23(3), 1537-1553.
Yu, K. K. (2018). Structural Model Analysis on the Social-Face Sensitivity, Conspicuous Consumption and Post-Purchase Behavior of the Golf Goods Customers. Korean Journal of Sports Science, 27(4), 465-477.
Yu, M. C. (2003). On the Universality of Face Evidence from Chinese Compliment Response Behavior. Journal of Pragmatics, 35(10-11), 1679-1710.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations