명품소비동기가 청소년의 자아존중감에 미치는 영향: 명품소비동기 유형 고찰을 중심으로 = The Effects of Luxury Consumption Motivation on Adolescents’ Self-esteem: Focus on the Type of Luxury Consumption Motivation

다국어 초록 (Multilingual Abstract)

As today's society becomes more prosperous, adolescents tend to easily purchase what they want to purchase. Therefore, in this study, the relationship between the behavior of purchasing luxury goods and the self-esteem of adolescents was studied. To this end, an online survey was conducted on 210 high school students to examine the relationship between these sub-motivation tendencies and adolescents' self-esteem after classifying the types of motivation into extension, pleasure, personality, quality, and show-off motivation.
Based on the analysis of demographic characteristics, information on gender, grade, monthly allowance level, part-time job presence/absence, monthly salary level of part-time job, experience in purchasing luxury goods over the past year, average expenditure on luxury goods over the past year, luxury purchase route, and luxury information collection route were collected. Regarding these demographic characteristics, it was found that the level of monthly allowance had a significant effect on self-esteem. In addition, the degree of influence on demographic characteristics and luxury consumption motivation differed according to the type of motivation. In other words, it was found that the level of allowance for one month had a significant effect on the factor of focusing on quality, and the experience of purchasing luxury goods over the past year had an effect on the factor of pursuing display. In addition, it was found that the level of allowance for one month, the experience of purchasing luxury goods over the past year, and the average expenditure of luxury goods were highly related to the factors of the extended ego, the pleasure-seeking factor, and the purchase intention factor. In addition, it was found that the level of allowance for one month and the experience of purchasing luxury goods over the past year had a significant relationship with the factor of pursuing personality. In addition, as a result of multiple regression analysis between luxury consumption motivation and adolescents' self-esteem, it was found that the factor of pursuing personality among luxury consumption motivation had a significant effect on the self-esteem of adolescents.