본 연구는 중국인 골프 참여자를 대상으로 과시적 여가소비가 스트레스 해소, 자아존중감과 심 리적 웰빙에 미치는 영향을 검증하고, 이들 변수 간의 관계에서 스트레스 해소와 자아존중감의 매개효과를 규명하는데 그 목적이 있다. 본 연구의 대상자는 중국 북경시, 심천시, 연태시, 연길시의 4개 대도시를 중심 으로 골프 활동에 참여하는 중국인을 대상으로 743부의 설문조사를 실시하였고, 자료처리 한 결과는 다음 과 같다. 골프 참여자의 과시적 여가소비는 스트레스 해소, 자아존중감, 심리적 웰빙에 직접적인 영향을 미 치는 것으로 나타났으며, 골프 참여자의 스트레스 해소, 자아존중감은 심리적 웰빙에 직접적인 영향을 미 치는 것으로 나타났다. 그리고 스트레스 해소와 자아존중감이 과시적 여가소비와 심리적 웰빙을 매개하는 간접효과가 있는 것으로 나타나 모든 가설이 채택되었으며, 스트레스 해소와 자아존중감은 과시적 여가소 비를 부분매개(Partial mediation)로 심리적 웰빙에 정(+)의 영향을 미치는 것으로 나타났다. 향후 연구에 서는 골프 여가활동을 통한 다양한 사회심리학적 요소들과 소비심리와의 관계에 관한 연구도 이루어진다 면 관련 분야의 학문적 발전에 도움을 줄 수 있을 것이다.

The purpose of this study was to determine the relationship between conspicuous consumption tendency, brand attitudes, and purchase intentions of college students regarding eating out by limiting conspicuous consumption tendency among several psychological variables to acquire a more precise and concrete influence factor on consumption behavior to eat out. First, as for sensing other people, pursuing individuality and brand orientation among conspicuous consumption tendency of restaurant costumers had significant effects on brand attitudes, whereas the influence of status symbols and pursuing trend factor on brand attitudes was not verified. Second, as for sensing other people, pursing individuality, pursuing trends, and brand orientation factor among conspicuous consumption tendency had significant effects on purchasing intention. Otherwise, the significant effect relationship between status symbols factor and purchasing intentions was not confirmed. Third, as purchase intentions increased, brand attitudes of consumers increased according to existing research. Thus, this study suggests a more departmentalized marketing strategy method to create profits and enhance competitiveness of food service enterprises, and academic implications suggest fundamental data of relevant studies on conspicuous consumption tendency and purchasing behavior of consumers to eat out

The purpose of this study is to research the conspicuous consumption characteristic expressed in the modern fashion. The conspicuous consumptions are classified with 2 parts as follows as: 1. The motive of conspicuous consumption, 2. The effect of conspicuous consumption. And the motive of conspicuous consumption is 1) conspicuous consumption, 2) conformity consumption, 3) compensatory consumption. The effect of conspicuous consumption is 1) veblen effect, 2) bandwagon effect, 3) snob effect. The veblen effect is caused either by the belief that higher price means higher quality, or by the desire for conspicuous consumption to be seen as buying an expensive, prestige item. The bandwagon effect is people tend to follow the crowd without examining the merits of a particular thing. The snob effect refers to the desire to own unusual, expensive or unique goods. The conspicuous consumption has produced conflicting results of the homogeneous imitation and the different scarcity. Consequently conspicuous consumption characteristic expressed in the modern fashion refers to the conformable imitation and the different scarcity. The conformable imitation is pursuit of first lady look and imitation. The different scarcity refers to the desire to own exclusive or unique goods. The unique value is pursuit of limited edition and art mode.