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소셜 네트워크 내 동성 친구와의 외모경쟁마음이 럭셔리 소비에 미치는 영향: 여성의 지위 소비 재고찰

The Effects of Women’s Intrasexual Competitive Mind for Physical Attractiveness in One’s Social Network on Luxury Consumption: Women’s Status Consumption Reconceptualized

최진명|응웬 티 투
한국전략마케팅학회 (Korean Strategic Marketing Association)|2020.03|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제28권 제1호|pp. 61-86|DOI http://dx.doi.org/10.22736/jms.28.1.04

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참고문헌

키워드

남녀 차이신체적 매력진화심리학지위 소비럭셔리 소비

초록

본 연구는 여성의 신체적 매력은 지위로서 기능한다는 관련 사회심리학 계열의 문헌과 소셜 네트워크 내 여성의 상대적 지위는 진화 환경 속에서 그들의 번식 적합도에 결정적인 영향을 미쳤다는 관련 진화심리학 계열의 문헌을 바탕으로 여성의 지위 소비 현상을 새롭게 개념화하였다. 여성에게 중요한 지위는 신체적 매력에 의해 결정되는 소셜 네트워크 내 상대적 지위라는 전제하에, 그룹 내 동성 경쟁자의 외모향상 행위에 노출된 여성은 외모향상 제품군에 대한 럭셔리 소비를 추구할 것이라는 가설을 수립하였다. 그리고, 이 두 변인 간의 관계는 상대적 지위 하락에 대한 걱정 수준(예, 상대보다 내가 다른 사람들에게 덜 예쁘게 보일까 봐 걱정하는 마음)에 의해 매개될 것이라고 예상하였다. 실험 결과, 예상대로 그룹 내 한 구성원의 외모향상 행위가 외모향상 제품 럭셔리 소비에 미치는 영향은 자신의 상대적 지위 하락을 걱정하는 수준에 의해 매개되는 것이 확인되었다. 본 연구 결과는 여성의 지위 소비 현상을 이해하는 데 도움이 될 새로운 설명을 제공하였다는 데 의의가 있으며, 또한 여성의 럭셔리 소비 동기에 관한 이해를 높이는 데도 기여할 것으로 기대된다.

Abstract

By integrating the kinds of literature suggesting that (a) physical attractiveness functions as a status in women’s intrasexual interactions (social psychology), and (b) the women’s relative position in their social network played a critical role in their reproductive fitness in the environment of evolutionary adaptation (evolutionary psychology), the authors investigate women’s status consumption phenomenon in a new way. Based on the argument that the status that matters to women should be the relative position mostly affected by the level of one’s physical attractiveness in her social network, we hypothesized that concerns of the relative position would mediate the effect a member’s appearance enhancing (AE) act has on the amount of willingness to pay (WTP) for AE products. Consistent with this hypothesis, results showed that the mediating role of the concern of the relative position in between a member’s AE act and the amount of WTP for AE products was successfully identified. The results have broad implications both for refining the motive of women’s status consumption and for understanding women’s luxury consumption.

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