Relationship between Hair Designer's Propensity to Consume, Motivation for Purchasing Luxury Goods, and Luxury Purchase Attitude

The need for research on luxury consumption behavior is increasing as individual luxury consumption is expanding among various consumers as a symbolic factor representing their individuality and social status due to the economic development of society and the increase in personal income. Therefore, in this paper, propensity to consume, motivation for purchasing luxury goods, and luxury purchase attitude were investigated and analyzed to study the consumption behavior of the hair designer group. This study directly distributed 400 questionnaires to adults in their 20s and older in Seoul and Gyeonggi Province through a self-response survey, and collected 338 questionnaire analysis data, excluding 62 that were deemed insufficient to analyze. Through reliability analysis and factor analysis, the validity and reliability of hair designers' propensity to consume, motivation for purchasing luxury goods, and luxury purchase attitude were confirmed. In addition, through regression analysis, it was analyzed how propensity to consume, affects motivation for purchasing luxury goods and luxury purchase attitude, and how motivation for purchasing luxury goods affects luxury purchase attitude. As a result of the analysis, it was confirmed that consumers with high ostentatious and planned tendencies are more likely to have an incentive to motivation for purchasing luxury goods, and consumers with reasonable tendencies have a negative relationship with the motivation for purchasing luxury goods. It has also been confirmed that hair designers who want to purchase luxury goods for social or practical purposes have a more positive attitude toward luxury goods. This shows that there is a close relationship between motivation for purchasing luxury goods and purchase attitude, and suggests that consumers' purchase motivation should be considered through strategies that emphasize brand value.