자기애가 스포츠 용품의 강박적 구매에 미치는 영향 연구: 소비성향의 조절된 매개효과를 중심으로

초록

Consumption in modern society is expressed as a symbol such as a social symbol, reveals individual identity, and implies various values. In particular, in purchasing sports equipment, an individual's consumption propensity is expressed as an obsessive purchase propensity as a way to maximize one's value by combining external factors such as society, culture, and economy. Sports are also a consumer product, and previous studies have discussed individual personality characteristics such as self-love and achievement, but studies have been limited to examine the relationship between individual consumption propensity and personality characteristics from the perspective of purchasing sports goods. In this study, the moderated mediating effect was verified through SPSS PROCESS MACRO MODEL 4 to verify the effect of narcissism and consumption propensity on compulsive purchase. As a result of the study, it was confirmed that narcissism had a positive (+) effect on compulsive purchase in purchasing sports goods, narcissism had an effect on ostentatious consumption propensity, and ostentatious consumption propensity had an effect on compulsive purchase. The results of this study theoretically re-discuss the correlation with narcissism in purchasing sports goods and have the significance of empirical verification that consumption propensity has a controlled mediating effect in the relationship between narcissism and compulsive purchase. These studies can provide a basis for in-depth discussion in terms of the difference in effect on achievement goals, happiness, and consumption propensity through sports, individual economic and cultural capital differences, value systems, and propensity systems.

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