인천댿�학껓 Langauge and Culture - Final Paper (기말고사 대체) A 이상 보장

Abstract
The consumption of luxury products in South Korea has seen a significant rise, diverging from its traditional values of modesty and collectivism. This paper explores the economic, cultural, and social factors contributing to this trend. Through a quantitative research method with survey, the collected data by Google Forms is subject to 50 people of twenties. The findings reveal that economic growth, cultural shifts, and the influence of social media are the key factors of luxury consumption, especially among younger consumers who view luxury goods as a means of self-satisfaction and social status enhancement. Thus, this study provides a focused analysis of the unique dynamics within the South Korean context, contributing to the broader understanding of global luxury products consumption patterns.

Introduction
The surge in luxury goods consumption in South Korea has become a notable trend, captivating researchers and market analysts. This phenomenon stands in stark contrast to traditional South Korean values, which emphasize modesty and collectivism. The existing literature on luxury consumer behavior, such as the cross-cultural study by Naumova et al. (2019), provides a comprehensive overview of how cultural factors influence luxury consumption globally. However, There is a limitation that this study's broad approaching method overlooks the necessity for more focused research on specific regions, particularly South Korea, where rapid economic growth and cultural shifts are reshaping consumer behaviors.
Naumova et al. (2019) explored luxury consumption through Hofstede's cultural dimensions, analyzing factors such as power distance, individualism, and masculinity across various countries. Their findings show significant cultural influences on luxury consumption patterns, particularly focusing on social values and status in high power distance and collectivist cultures. While this study provides with various insights of many countries, it doesn’t cover deeply the unique socio-economic and cultural dynamics that bring about the increasing consumption of luxury goods in South Korea.