The Effects of Consumption Culture Characteristics and Purchase Motivation on Consumption Behavior of Luxury Brands in the Beauty Industry

In this study, in order to investigate the impact of consumer culture characteristics and purchase motivation on luxury brand consumption behavior, an online questionnaire was prepared from July 1, 2024 to July 30, 2024 for those with experience purchasing luxury brands, and a total of 350 copies were finally analyzed. As a result of the analysis, three factors of individualism, collectivism, and uncertainty avoidance were derived as sub-factors of consumer culture characteristics, and three factors of purchase motivation were derived: sensory motivation, functional motivation, and social motivation. In the impact of sub-factors of consumer culture characteristics on luxury brand consumption behavior, a positive relationship was found in the order of collectivism, individualism, and uncertainty avoidance, and in the impact of sub-factors of purchase motivation on luxury brand consumption behavior, social motivation, functional A positive relationship appeared in the order of motivation and emotional motivation. Through this study, it was confirmed that sociocultural characteristics and purchase motivation are variables that influence luxury brand consumption behavior. While the popularization of luxury goods in Korean society is interpreted as simply conspicuous consumption, the greatest significance of this study is that it categorizes consumers who purchase luxury goods in the beauty market.