ABSTRACT

The purpose of this study were to examine the influence cultural psychological factors on ritualized consumption in Korean. And It focused on Chemyon(Social face), Nunchi and Pinggye characteristics in Korean. In this study, the factors of ritualization in gift behavior were tested through a questionnaire survey to 351 Korean. The data was analyzed with SPSS/PC windows 13.0 version, and Amos program(i.e. exploratory factor analysis, confirmatory factor analysis and path analysis). The study results are as follows. First, Influence cultural psychological factors on ritualized consumption related to Chemyon and Nunchi. Second, Self-display Chemyon and Other-shamed Chemyon related to ritualized consumption. Third, Affective oriented and Relationship-oriented Nunchi Characteristics related to ritualized consumption, internal and external ritual factors impacts on ritualized consumption. Lastly, Ritualization has a positive impact on long-term involvement and opinion leadership. It is important for marketers to develop promotion message which emphasize expected benefits of ritual behavior.

KEYWORD

Chemyon, Nunchi, Ritualization, Ritualized consumption

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