The Effect of Consumers’ Face Sensitivity and Conspicuous Consumption Propensity on Beauty Consumption Value

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.