스포츠참여자의 자아존중감과 과시적 소비성향 간의 관계에서 체면민감성의 매개효과

Abstract

The purpose of this study is to identify the mediating effect of dignity sensitivity on the relationship between self-esteem and propensity for conspicuous consumption. For this purpose, this study was conducted to 312 subjects living in Seoul, Korea. The data was analyzed by SPSSWIN Ver. 15.0 and AMOS 7.0. The statistical significance level was set at α<.05. Results are as follows: First, self-esteem of sports participants was found to have a direct significant effect on dignity sensitivity. Second, self-esteem of sports participants was not found to have a direct significant effect on propensity for conspicuous consumption. Third, dignity sensitivity of sports participants was found to have a direct significant effect on conspicuous consumption. Fourth, dignity sensitivity of sports participants was found to have a full mediation effect on the relationship between self-esteem and propensity for conspicuous consumption.