체면민감성이 명품화장품 과시적 소비성향에 미치는 영향: 라이프스타일 매개효과

This study aimed to examine the effect of face sensitivity on the conspicuous consumption tendency of luxury cosmetics among adult consumers and to empirically verify the mediating role of lifestyle in this relationship. A survey was conducted from September 16 to September 30, 2025, and 500 valid responses, excluding insincere responses, were used for the final analysis. The collected data were analyzed using SPSS 26.0 and Hayes’ PROCESS Macro (Model 4), including exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis, and bootstrapping analysis. The results are as follows. First, among the sub-factors of face sensitivity, only self-deprecating face consciousness showed a statistically significant positive effect on the conspicuous consumption tendency of luxury cosmetics, whereas other-conscious face and social-formal face were not significant. In addition, in examining the relationship between face sensitivity and lifestyle, social-formal face had a significant positive effect, while other-conscious face and self-deprecating face did not show significant effects. Second, the mediating effect of lifestyle in the relationship between face sensitivity and conspicuous consumption tendency was not statistically significant. This result suggests that face sensitivity is more directly associated with consumption behavior than through an indirect pathway via lifestyle. These findings indicate that luxury cosmetic consumption is not merely trend-oriented consumption but rather a form of symbolic consumption related to self-image management. Accordingly, marketing strategies for luxury cosmetics should consider psychological communication approaches addressing consumers’ self-image management needs in addition to lifestyle-based segmentation.