명품소비동기가 청소년의 자아존중감에 미치는 영향 : 고등학생을 중심으로

Abstract

The Effects of Luxury Consumption Motivation on Adolescents’ Self-esteem : Focusing on High School Students Mun Seok-ho Adivor : Prof. Jongchel Park Ph.D Major in Technology and Home-economics Education Graduate School of Education. Chosun University As of last year, Korea's luxury consumption spending topped the world, leading a positive response to luxury consumption. In this regard, consumption behavior is emerging from various classes, and especially among teenagers, the proportion of buying luxury goods has begun to emerge. Therefore, we would like to investigate the propensity of teenagers to consume luxury goods and find out what it has to do with teenagers' self-esteem. The model is designed to determine how youth self-esteem affects as a dependent variable by placing six sub-items of luxury consumption propensity as independent variables, and the sample was secured through an online survey of 210 humanities high schools. The analysis method used the SPSS 29.0.1.0 program to perform frequency analysis and technical statistics to identify demographic characteristics. To solve the research problem, the level difference between youth self-esteem and luxury consumption propensity due to demographic characteristics was analyzed through T-test and One-way ANOVA. It analyzed the impact through correlation analysis and multiple regression analysis between youth self-esteem and luxury consumption propensity. As a result of analyzing demographic characteristics, the monthly allowance level was more than 50,000 won and less than 100,000 won, followed by less than 50,000 won and more than 100,000 won and less than 150,000 won. 87.6% of students did not work part-time, and the majority did not. As for the experience of consuming luxury goods over the past year, many students have never purchased them, and 34.8 percent buying them more than once. over the past year, the average consymption of luxury goods has been less than 200,000 won. As for the items oyrcgased, clothing, accessores and cosmetics were the most common. There are many Internet and department stores as purchasing channels, and information collection was getting information abcout luxury goods through SNS. The impact of demographic characteristics on adolescents’self-respect was statistically noted by the level of monthly allowance. Un addition, the impact of demographic characteristics on the consumption propensity of luxury goods was different for each sub-item. First of all, the monthly allowance level was statistically significant for quality-oriented cases, and the experience of purchasing luxury goods was statistically significant for flaunting purposes. in the case of expanding Jaagwa and pursuing Kaesong Industries, statisitical attention was paid to their monthly allowance and their experience in purchasing luxury goods over the past year. In the case of pleasure purchase intentions, statistical attention was paid to the level of monthly allowance, experience in purchasing luxury goods over the past year, and average expenditure on luxury goods. As a result of analyzing youth self-respect and luxury consumption propensity multiple regression, it was judged that the regression model was suitable for a significant level, and only the sub-items of purchasing intentions and pursuit of Kaesong fit a significant level.An increase in purchasing intentions by 1 increases self-respect to 0.169, and an increase in the pursuit of individuality by 1 increases self-respect to 0.157. As a result of a multiple regression analysis of meaningful items in demographic characteristics, consumption propensity of luxury goods, and self-respect among teenagers, statistical attention was not paid.This means that demographic characteristics have less influence on the self-esteem of teenagers, which is an independent variable, and the self-esteem of teenagers. In this study, the need to address the limitations of the sample object and devise further expanded measures was raised.It will also be an opportunity to utilize items related to consumption tail along with various consumption tendencies.