상향적 사회비교가 강박구매에 미치는 영향: 시기심과 과시적 소비 욕구의 매개효과
Compulsive Buying as a Response to Upward Social Comparison: The Mediating Influence of Envy and Conspicuous Consumption
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초록
사회적 비교는 소비자들의 긍정적 혹은 부정적 감정과 욕구들을 자극한다. 이에 소비자들은 이러한 부정적 감정과 욕구를 해결하기 위해 충동구매와 강박구매 같은 비합리적인 소비행동에 나선다. 본 연구에서 상향적 사회비교의 결과로 나타나는 시기심이라는 감정과 과시적 소비라는 욕구에 주목하고, 사회적 비교와 비합리적 소비인 강박구매 간의 관계에서 시기심과 과시적 소비 욕구가 어떤 역할을 하는지 구체적으로 살펴보고자 하였다. 상향적 사회비교와 강박구매의 관계에서 시기심의 매개적 역할을 살펴보기 위해 경로분석을 실시하였다. 매개효과 분석결과, ‘상향적 사회비교→시기심→강박구매’의 경로계수는 통계적으로 유의하게 나타났다. 상향적 사회비교와 강박구매의 관계에서 과시적 소비 욕구의 매개적 역할을 살펴보기 위한 매개효과 분석에서 ‘상향적 사회비교→과시적 소비 욕구→강박구매’의 경로계수가 통계적으로 유의하게 나타났다. 이를 통해 상향적 사회비교와 강박구매의 관계에서 과시적 소비의 매개적 역할을 확인하였다. 본 연구에서는 과시적 소비 욕구가 시기심과 강박구매 간의 관계에서 매개 역할을 할 것으로 보았다. 매개효과 분석결과, ‘시기심→과시적 소비 욕구→강박구매’의 경로계수 또한 통계적으로 유의하게 나타났다. 이에 따라 상향적 사회비교와 강박구매의 관계에서 시기심과 과시적 소비 욕구가 순차적으로 매개적 역할을 하는 것을 확인할 수 있었다. 마지막으로 연구결과를 바탕으로 본 연구의 학문적 의의와 실무적 시사점, 연구의 한계점을 논의하였다.
Abstract
This study explores the impact of social comparison on irrational consumer behavior, specifically focusing on compulsive buying, by examining the mediating roles of envy and conspicuous consumption. We conducted a series of path analyses to examine the mediating effects of envy and conspicuous consumption in the relationship between upward social comparison and compulsive buying. The results indicate that envy significantly mediates the relationship between upward social comparison and compulsive buying, confirming that individuals who compare themselves to those in superior positions are more likely to experience envy, which in turn drives compulsive buying behaviors. Additionally, conspicuous consumption desire was found to be a significant mediator in the same relationship, suggesting that the desire to display wealth or status amplifies the tendency toward compulsive buying when individuals engage in upward social comparison. Further analysis revealed a sequential mediation effect where envy leads to conspicuous consumption, which subsequently results in compulsive buying. This finding highlights the complex interplay between emotional responses and consumption desires in the context of social comparison, particularly in an online environment. These findings offer significant theoretical contributions to the understanding of social comparison in consumer behavior, extending its application to online settings. The study also provides practical implications for marketers and policymakers by emphasizing the need for awareness of the potential negative consequences of social comparison on consumer well-being.
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