MZ세대 스포츠용품 소비자의 충동구매 성향에 따른 체면 민감성과 과시적 소비 성향 차이 연구 = A Study on Differences in Face Sensitivity and Conspicuous Consumption Tendencies According to Impulsive Buying Propensity among MZ Generation Sports Goods Consumers

다국어 초록 (Multilingual Abstract)

This study investigates differences in social formality, face sensitivity (embarrassment and self-disparagement), and conspicuous consumption tendencies (trend-seeking, brand orientation, and high-price orientation) according to the level of impulsive buying propensity among 234 Korean MZ generation sports goods consumers. Data were collected through an online survey and tested for validity and reliability via exploratory factor analysis and Cronbach’s α verification. Subsequently, one-way MANOVA was employed to test the hypotheses. The results indicate that consumers with high impulsive buying propensity scored significantly higher in both face sensitivity and conspicuous consumption tendencies. These findings suggest that the stable trait of impulsive buying propensity, when combined with actual purchase experiences, amplifies motivations for social image management and conspicuousness. Theoretically, this study integrates self-construal theory, the theory of planned behavior, and compensatory consumption theory to explain the multilayered consumption motivations of the MZ generation. From a practical perspective, it proposes differentiated marketing strategies based on impulsive buying propensity and experiential level, such as premium limited editions, experiential promotions, and value-for-money campaigns.