사회적 불안요인이 작은사치소비에 미치는 영향

In this study, a research hypothesis was established and path verification was conducted to identify social anxiety factors and to investigate the relationship between the emotional status needs, display needs, and small luxury consumption behaviors. The subjects of the survey are adult men and women in their 20s and older who have experience purchasing beauty-related products and services, from December 5 to December 15, 2021. As a result of the analysis, three social anxiety factors were derived: future anxiety, interpersonal relationship anxiety, and negative evaluation anxiety. Sub-factors of social anxiety were found to have a significant influence on the desire to show off, and future anxiety factors were identified the highest. Sub-factors of social anxiety were found to have a significant influence on status needs, and negative evaluation anxiety factors were identified the highest. All the hypotheses were supported as the need for display and the need for status also had a significant effect on the small luxury consumption behavior. Through this study, it was confirmed that the negative psychology of consumers has a positive effect on various desires, and that these desires affect the intention to consume small luxury, which is emerging as a new trend.