밀레니얼 세대의 나르시시즘과 물질주의가 럭셔리 제품의 보상적 소비에 미치는 영향 -자기통제감의 조절효과를 중심으로- = The Effects of Narcissism and Materialism on the Compensatory Consumption of Luxury Products in the Millennial Generation -With a Focused on the Moderating Effect of Self-Control-

다국어 초록 (Multilingual Abstract)

The millennial generation, which has emerged as one of the strongest influence and consumption power, pursues happiness of the present centering on “I”; consumes luxury products for themselves. The purpose of this study was to evaluate how the narcissism and materialism of the millennial generation affect the compensatory consumption of luxury products in negative situations and the moderating effect of self-control. This study included 315 millennial males and females living in Seoul and Gyeonggi area. Frequency analysis, reliability analysis, multiple regression analysis, and hierarchical regression analysis were conducted using SPSS 25.0 statistical program. Based on our findings, narcissism and materialism had a statistically significant effect on compensatory consumption under positive situations. However, while materialism had a statistically significant effect on compensatory consumption under negative situations, narcissism did not have a statistically significant effect on compensatory consumption under negative situations. Notably, self-control had a moderating effect in the influence of materialism on compensatory consumption under negative situations; narcissism did not. This study holds academic significance as the concept of compensatory consumption and self-control can be applied to the apparel study. Moreover, this study provides practically significant ideas on compensatory consumption and therefore marketing of luxury brands, based on consumers’ characteristics.

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