The Korean Fashion and Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on the Effect of the "MZ" Generation's Narcissism on Compensation and Consumption of Luxury Fashion Products

MZ세대의 자기애 성향이 럭셔리 패션상품의 보상소비에 미치는 영향에 대한 연구

  • Yu Rim Kang (Dept. of Fashion Marketing Keimyung University) ;
  • Mun Young Kim (Dept. of Fashion Marketing Keimyung University)
  • 강유림 (계명대학교 패션마케팅학과) ;
  • 김문영 (계명대학교 패션마케팅학과)
  • Received : 2024.06.03
  • Accepted : 2024.07.04
  • Published : 2024.08.31
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Abstract

The purpose of this study was to analyze 374 pieces of data by conducting a survey from September 10 to September 23, 2023. An online survey agency was employed to understand the effect of the narcissism of the "MZ" generation (Millennials and Generation Z) on the compensated consumption of luxury fashion products. The results are as follows. First, the narcissism factors of the MZ generation were "outside excessive self-consciousness" and "Self-holic." The compensated consumption factors were derived from positive and negative compensated consumption. Second, significant differences were found in positive/negative compensated consumption according to the birth years of individuals in the MZ generation, and occupation was found to have significant differences only in negative compensated consumption. Third, both the narcissism and luxury-compensated consumption factors had a significant and positive (+) relationship. Fourth, the narcissism factor had a significant and positive (+) effect on positive compensated consumption but the narcissism factor had a significant effect only on negative compensated consumption. This study is meaningful because it identifies the characteristics of narcissism and compensated consumption of the MZ generation, which has emerged as a major group of consumers. Further, implications for marketing strategies related to the compensated consumption of luxury brands are presented.

Keywords

References

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