Relationship Between Narcissism, Self-esteem and Youth Consumption Behavior

Abstract

AbstractThe purpose of this study is to confirm the effect of youths’ narcissism and self-esteem on compensatory consumption behavior. To this end, a survey was conducted on 550 youths living in Seoul and Gyeonggi-do, Korea, and 528 data were used for analysis. The results of the study are as follows. First, the narcissism of youths who participated in this study was 3.13 points, the self-esteem was 3.48 points, and the compensatory consumption behavior was 3.14 points. Second, as a result of regression analysis, narcissism and self-esteem had a statistically significant effect on youths’ compensatory consumption behavior. Third, as a result of confirming the effects of demographic and social background variables, self-esteem, self-directed narcissism, and others’ dependent narcissism on rational consumption behavior through hierarchical regression analysis, self-esteem and self-directed narcissism had a significant effect on rational consumption behavior. Finally, as a result of confirming the effect of related variables on irrational consumption behavior, it was confirmed that the dependent narcissism of others had an effect on irrational consumption behavior. Through these research results, the significance and limitations of this study were presented and discussions for subsequent studies were presented.KeywordsNarcissismSelf-esteemRational consumption behaviorIrrational consumption behavior