화장품 소비자의 제품 관여도와 구매 의도의 관계에 대한 나르시시즘 성향의 영향분석

It is very important to understand how narcissism, which represents consumers' level of self-love, affects consumption behavior in the change of business environment where the impact of consumers' self-oriented thinking on purchase decisions is strengthened. Accordingly, this study is designed to examine the effect of narcissism propensity on the relationship between product involvement and purchase intention of cosmetics consumers. The results of the data obtained by conducting a survey of 366 men and women in Korea who have purchased cosmetics are as follows. First, it was confirmed that the higher the consumer's involvement in the product, the higher the purchase intention. Second, the impact of consumers' product involvement on purchase intention varies depending on the level of of narcissism (leadership/superiority, sense privilege, self-reliance, achievement desire/self-immersion). The findings are beneficial to more accurately understand the consumption behavior patterns of consumers with narcissistic tendencies and strengthen the promotion and sales effect through effective interactions with them. In addition, understanding consumers' self-love-oriented consumption behavior is expected to contribute to the development of research in related fields along with practical application values for behavior patterns based on the relationship between self-consciousness and consumption behavior.