숨은 소비 의도의 영향 요인: 아이덴티티 목적 관련성과 사회적 반사용 압력의 매개효과를 중심으로

Consumers have a desire to show off their ideal identity. When a product or a brand that they purchase represents their own self image positively, the view of others wouldn't be a problem, but when their image is represented negatively, the view of others would become an important object to avoid. Consumers used to purchase certain goods as a means to achieve their own goals. Since instrumental consumption is closely related to attainment of one's own consuming purpose, it is hard for consumers to stop such consuming behavior even when it may be feared of being blamed by others. That is why they struggle to achieve the goal by forcibly consuming. The hidden consumption is a type of instrumental consumption, having a characteristic of intentional invisibility. It is assumed in this study that if instrumental consumption to achieve one's own goal is to be blamed by others, consumers would intentionally hide themselves and consume secretly. When the use of a particular product can achieve the identity goal of a consumer, the product then becomes a means to achieve the goal and is relevant to the identity goal. The present study places a focus on the congruity between products and consumers as a factor affecting the identity goal relevance. If, from the symbolic viewpoint of a product the significance embedded in the product matches the self-image of a consumer, and from the functional viewpoint of the product the function of using the product is lined together with consumer’s expectation, the goal relevance between the product and the consumer's identity is increased and hidden consumption intention may thus be promoted. Therefore, efforts are made in the present study to investigate such factors that affect the identity goal relevance as self-image congruity, functional congruity, and convenience congruity of a product. On the other hand, the degree of social acceptance of products that consumers use is also an important factor. The reference group usually exercises normative social influence on an individual and puts social pressure on him to conform to expectations of the society. Due to the opinion difference of using the product between consumers the value of using the product are not co-shared and others may evaluate the using of products negatively, consumers may be put under social pressure. This can increase the hidden consumption intention of the product. In this context, a research was made to examine the absence of shared value with others and negative evaluation of others as factors affecting social anti-usage pressure. In addition, we further investigated the moderating effect of social anti-usage pressure on the relationship between identity goal relevance and hidden consumption intention. For an empirical analysis, cosmetic surgery is selected as a target product of hidden consumption intention. A survey was conducted online for women from February 2 to March 6, 2018. Out of 550 questionnaires collected from the survey, 520 were selected as valid and were put into regression analysis of SPSS 20.0 as well as AMOS 20.0 structural equation modeling analysis. The results of study are as follows: first, identity goal relevance turned out to exercise positive (+) effect upon hidden consumption intention; second, it was found that self-image congruity, functional congruity and convenience congruity all had positive (+) influences upon identity goal relevance; third, social anti-usage pressure exercised positive (+) influence upon hidden consumption intention; fourth, it was revealed that negative evaluation of others had positive (+) effect upon social anti-usage pressure but absence of shared value didn't. fifth, absence of shared value exercise positive (+) effect upon negative evaluation of others. In addition, as a result of verifying the moderating effects of social anti-usage pressure on the relationship between identity goal relevance and hidden consumption intention, it became obvious that the identity goal relevance had a positive (+) influence on hidden consumption intention and the social anti-usage pressure controlled its positive (+) influence. In this study, the concept of hidden consumption which is a counter-concept of open consumption was derived, and the psychological mechanism of hidden consumption was quantitatively analyzed from the perspective of the reference group norm. The investigation of this study is thought to contribute to development of theory by revealing that consumers may behave as if they obey the norms of the group as a way to maintain their own social identity by concealing their real behaviors that can be socially condemned. The managerial implications of this study could be summed up as follows: Marketers need to examine whether their products can achieve the goals they are pursuing and to improve their relevance to the consumers' egos and their consumption goals. To this end, marketers must furthermore endeavor to encourage consumers to choose their products as a means of achieving their consumption goals. Meanwhile, even when a product achieves its own consumption goal but its consumption is not socially acceptable, consumers consume it secretly owing to the pressure of not using it. Therefore, marketers should map out a 1 : 1 marketing plan to protect consumers' privacy. Moreover, marketers are requested to endeavor to improve perceptions of social members and create a positive social atmosphere in order to eliminate social sanctions for their products.