선택적 소비심리가 적용되는 브랜드가치 구매동기 연구

초록

As the societal perception of individual worth continues to rise, an intriguing consumer behavior has emerged. Small luxury consumption phenomenon entails the acquisition of valuable products, often self-gifted, to the extent they are attainable. In recent times, small luxury consumption has gained prominence, particularly within the soft goods industry. This research endeavors to investigated the role of qualification and compensation psychology in understanding the intrinsic motivations behind selective small luxury consumption and its subsequent effect on consumer happiness. Data from 180 individuals who had firsthand experiences with small luxury consumption was analyzed employing SPSS 27.0. Three distinct motivations for small luxury consumption was delineated: self-comfort, self-compensation, and show-off motivation. Findings revealed that, among the motivations for small luxury consumption, self-compensation and show-off motivation exhibited a significant influence on selective consumption, while self-comfort did not. Notably, the selective consumption behavior driven by these motivations had a discernible effect on consumer happiness. This study advocates for a deeper exploration of consumer motivations in the realm of product marketing, with a particular focus on the pursuit of happiness through consumption. Understanding the drivers of small luxury consumption can inform marketing strategies that resonate with consumers' intrinsic motivations, ultimately fostering a more fulfilling consumer experience.

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