문화기술의 융합 (The Journal of the Convergence on Culture Technology)

  • 제7권1호
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  • Pages.99-104
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  • 2021
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  • 2384-0358(pISSN)
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  • 2384-0366(eISSN)
국제문화기술진흥원 (The International Promotion Agency of Culture Technology)
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밀레니얼세대의 자아존중감과 불안정 성인애착이 보상소비행동에 미치는 영향

The impact of self-esteem and unstable adult attachment on Compensatory consumption behavior among Millennials

  • 황지희 (이화여자대학교 소비자학과) ;
  • 조경은 (이화여자대학교 소비자학과) ;
  • 최혜경 (이화여자대학교 소비자학과)
  • 투고 : 2020.12.10
  • 심사 : 2021.01.19
  • 발행 : 2021.02.28
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초록

본 연구는 밀레니얼 세대를 대상으로 불안정 성인애착과 자아존중감이 보상소비에 미치는 영향력을 살펴보고자 한다. 만19~34세에 해당하는 밀레니얼 세대 379명의 응답을 바탕으로 위계형 회귀분석을 실시한 결과, 자아존중감은 칭찬형 보상소비와는 긍정적인 관계를 보이나, 위로형 소비와는 복잡한 관계를 보였다. 자아존중감은 1단계 분석에서 위로형 소비와 부적인 상관관계를 보이지만 2단계에서 불안정 성인애착을 포함하자 관계의 유의성은 사라졌다. 불안정 성인애착 변수들은 두가지 유형의 보상소비에 모두 유의한 영향을 미칠 뿐 아니라 회귀모델의 설명력을 크게 증가시키고 있어, 불안정 성인애착과 보상소비와의 관계가 크다는 사실을 시사한다. 본 연구는 성인기 초기에 있는 밀레니얼 세대의 보상소비행동이 개인심리와 대인관계에 의해 영향을 받는다는 사실을 발견했다는 점에 의의가 있다.

The purpose of the study is to examine the impact of self-esteem and unstable adult attachment on compensatory consumption among millennials. The survey was conducted on millennials (19~34) in June, 2018. The results revealed the static relationship between self-esteem and compliment-type compensatory consumption, while the relationship of self-esteem with consolation-type compensation consumption become insignificant when unstable adult attachment was controlled. Unstable adult attachment(anxiety/avoidance) showed significant impace on both compliment-type and consolation-type compensatory consumption. The research findings imply that compensatory consumption behaviors can be explained with psychological and relational factors among consumers in their early adulthood.

키워드

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