뷰티시장의 소비자 동조성과 명품소비와의 관계연구:불안수준의 조절효과

This study was collected through a panel of specialized research institutes targeting adult men and women in their twenties and older to find out the influence relationship with the luxury purchasing behavior by understanding the co-propensity of beauty product consumers, and the influence of anxiety level in the relationship between them. The survey period was from January 20 to January 30, 2022, and 578 copies were used for the final analysis. As a result of the analysis, the conformity of beauty product consumers was identified as identification conformity, information conformity, and normative conformity. In the relationship between consumer conformity and luxury consumption, a significant influence relationship was confirmed in information conformity and normative conformity. A difference was confirmed in the informational synchronization factor in the moderating effect of anxiety level between synchronization and luxury consumption. Through this study, consumer conformity, which is a psychological attribute that determines luxury consumption behavior, was subdivided, and it was found that there is a differential influence on luxury consumers in the beauty market.