사회적 위험이 보상소비에 미치는 영향

This study tried to explore the relationship between social risk factors and psychological factors and the relationship between reward consumption behaviors. The subjects of the survey were adult men and women in their 20s and over, and from January 15 to January 27, 2022, a non-face-to-face online survey was conducted through a specialized panel of a research company. A total of 460 pieces of data were finally analyzed using the SPSS 21.0 statistical package program. As a result of the analysis, the social risks perceived by the coronavirus were interpersonal risk, economic risk, environmental risk, physical risk, and psychological risk, and positive and negative reward consumption were confirmed as consumption behavior. In the relationship between cosmetic use behavior characteristics, social risk factors, and reward consumption, the average of famous brands, fragrance cosmetics, and purchases of 200,000 won or more was high. In the relationship between the impact of social risk on positive reward consumption, the higher the physical and psychological risk, the higher the positive reward consumption. It was confirmed that the negative compensation consumption increased, and it was confirmed that the negative compensation consumption decreased as the environmental risk increased. The study has academic implications in that it categorizes social risk factors after the corona crisis, and it is expected to be used as data on the development direction of the cosmetics industry by understanding consumers living in the corona era.