상향적 사회비교와 비합리적 소비행동: 충동구매에 대한 과시소비와 자아존중감의 영향

초록

This study investigates the effect of upward social comparison on impulse buying, focusing on the mediating role of conspicuous consumption and the moderating role of Self-esteem. Based on social comparison theory, we argue that exposure to upward comparison evokes negative emotions such as inferiority and envy, which in turn increase consumers’ tendency toward conspicuous consumption and lead to unplanned, impulsive purchases. Data were collected through a structured survey and analyzed using structural equation modeling (AMOS 21.0). The results show that upward social comparison has a significant positive effect on conspicuous consumption, which in turn positively influences impulse buying. In addition, upward social comparison was found to have a partial direct effect on impulse buying. The mediating role of conspicuous consumption in the relationship between upward social comparison and impulse buying was also statistically supported. Furthermore, multi-group analysis revealed that self-esteem moderates these relationships: in the high self-esteem group, conspicuous consumption had a stronger effect on impulse buying, whereas in the low self-esteem group, the influence of upward social comparison on impulse buying was more pronounced. These findings extend social comparison theory into the domain of consumer behavior by identifying the mechanisms and boundary conditions through which upward comparison affects impulsive consumption. Theoretical and managerial implications are discussed, highlighting the need for marketing strategies that account for consumers’ psychological resources and comparison-driven motives.

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