[논문]인스타그램과 현실공간에서의 과시소비행동 비교 연구

이수진; 김난도

doi:10.14400/jdc.2020.18.5.205

인스타그램과 현실공간에서의 과시소비행동 비교 연구
A Comparative study of conspicuous consumption behavior upon instagram and real life 원문보기

디지털융복합연구 = Journal of digital convergence, v.18 no.5, 2020년, pp.205 - 220

초록
AI-Helper

본 연구는 오랜기간 동안 연구돼 온 현실공간에서의 과시소비행동과 이미지 및 영상 기반의 SNS인 인스타그램에서의 과시소비행동 간에 차이를 비교하여, 변화된 과시소비에 대한 시사점을 제공하고자 수행되었다. 인스타그램을 적극적으로 이용하는 만 20세~59세의 218명을 대상으로 온라인 설문조사를 실시하여, 기술통계분석, 로지스틱회귀분석, 선형회귀분석을 통해 분석하였다. 그 결과 인스타그램에서의 과시소비행동과 현실공간에서의 과시소비행동의 소비품목, 지출액 그리고 행동에 미치는 영향요인에는 일부 차이가 있는 것으로 나타났다. 과시소비행동 이후, 인스타그램에서든 현실공간에서든 소비자들은 긍정적 감정이 소비자행복에 정적으로 유의한 영향을 미치고 있었다. 현실공간에 국한되어 있던 과시소비행동을 인스타그램이라는 새로운 환경적 요소를 반영하여 그 변화를 탐구한 점과 과시소비행동이 소비자 감정 및 행복에 미치는 영향을 살펴보았다는 점에서 본 연구는 과시소비행동의 연구범위를 확대했다는 점에 의의가 있다.

Abstract ▼ AI-Helper

This study investigated whether there was a difference in off-line consumption behavior on and off-line. Online surveys were conducted on 218 people aged 20 to 59 who live in the country actively using Instagram, and the results of analysis through technical statistical analysis, logistic regression analysis, and linear regression analysis are as follows. There are some differences in the consumption items and expenditures of showing consumption behavior on Instagram and showing consumption in real space. In addition, there were different factors influencing the behavior of showing off in Instagram and the factors affecting the showing of consumption in real space. Age, education, and narcissism have an effect on show off behavior in Instagram, whereas age, materialism, and narcissism have been identified as factors influencing in real space. Whether on Instagram or in the real space, the positive emotions felt by consumers after showing off consumption had a statistically significant effect on consumer happiness. This study has significance in that it has empirically verified the difference between Instagram and actual consumption behaviors, and sought the direction of healthy consumption behaviors for consumer happiness.

주제어

표/그림 (7)

표 Table 1. Difference between Conspicuous consumption upon SNS and real life
그림 Fig 1. Relationship of Conspicuous consumption, consumer emotion, and happiness
표 Table 2. General characteristics of the subjects (n=218)
표 Table 3. Composition and reliability of survey tools
표 Table 4. Conspicuous consumption items and expenditure in instagram and reality
표 Table 5. Factors affecting conspicuous consumption in instagram and reality (n=218)
표 Table 6. The Influence of conspicuous consumption behavior in instagram and reality on consumer emotion and happiness (n-99)

질의응답

핵심어	질문	논문에서 추출한 답변
	과시소비란 무엇인가?	과시소비는 자신의 부나 지위를 과시하려는 동기에서 이루어지는 소비행동이다. 과시소비의 개념을 최초로 고안한 Veblen은 과시소비는 다른 사람이 볼 수 있고, 사회 고층의 지위와 관련이 있을 때 이뤄질 수 있다고 보았다[1].
	한국의 과시소비의 특수성은 무엇인가?	국내의 경험적 연구들을 살펴보면, 초기에는 특정 대상과품목을 소비할 때 소비자들의 과시소비성향에 어떠한 요인이 영향을 미치는지를 주로 탐색했다면[3,4], 2000년 이후로는 명품, 럭셔리 제품을 포함한 과시소비를 동인하는 소비자의 사회심리적 요인을 분석한 뒤 유형화하는 경우가 두드러졌다[5,6]. 특히 한국의 과시소비의 특수성을 밝히기도 하는데, 한국·일본·독일의 과시 행위를 비교한 연구에 따르면, 한국사회의 과시는 다른국가의 사회와는 달리 집단의 배경을 통한 과시라는 점에 주목한 연구도있다. 한국인은 자신이 속한 집단을 내세워서 과시를 하는 경향이 있으며, 체면문화 혹은 전통주의적 배경에기저한다[7].
	현실 공간에 한정되어 있던 과시소비행위가 SNS의 등장으로 새로운 국면에 접어든 이유는 무엇인가?	하지만 소셜 네트워킹 혹은 관련된 기술들의 발전으로 변화가 나타났다. 사적인 영역에서만 경험할수 있었던‘집에 서의 식사’, ‘인테리어’ 등과 같은 소비재 혹은 서비스의 소비경험을 공개하기가 용이해졌기 때문이다. SNS(Social Networking Service)의 등장으로 과시소비는 새로운 국면에 접어들었다.

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