Abstract
The purpose of this study is to analyze the effect of consumers' face sensitivity and conspicuous consumption propensity on beauty consumption value. For data collection, 330 copies were distributed from April 20 to May 30, 2022, centered on consumers in Seoul, Gyeonggi, and Incheon, and a total of 312 copies were used. For statistical processing, SPSS 25.0 program was used. Frequency analysis was performed to understand demographic characteristics, factor analysis and reliability analysis were performed to understand the validity of the measurement tool, and correlation analysis and regression analysis were performed. As a result of the analysis, the social formality and the sense of shame of face sensitivity showed a positive (+) effect on the functional value of beauty consumption, and the selfishness and the sense of shame showed a positive (+) effect on the social value. In addition, individuality pursuit, brand orientation, and high price orientation of the conspicuous consumption tendency showed a positive (+) effect on functional value, and the individuality pursuit and high price orientation group showed a positive (+) effect on social value. Therefore, I hope that a healthy consumption culture that focuses on consumption value will be formed, and that it will provide an opportunity to inspire rational consumption awareness.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.