물질주의와 체면이 아웃도어 여가소비에 미치는 관계

A Study on the Effects of Materialism and Face on Outdoor Leisure Consumption

In modern consumption society, individual identity is formed through consumption. Conspicuous consumption is social behavior that is motivated by the need to be recognized by others. Consumers obtain their social status through conspicuous consumption. In modern consumption society, leisure consumption is becoming a product and being commercialized. People need disposable income to enjoy product-mediated leisure experiences. this study focused on outdoor leisure consumption that had recently made rapid growth in the leisure consumption market. With a special focus on conspicuous consumption in the markets of clothes and equipments spreading like a fashion, the study set materialism and face value as the social recognition criteria of Korean-style display to investigate the causes of such display and examined how those variables would work in conspicuous leisure consumption through empirical analysis, which was conducted with 357 participants in three outdoor leisure activities of the highest frequency recently, namely mount climbing, auto-camping, and cycling.