This study examined differences in self-justification and symbolic consumption tendency according to levels of impulse-buying tendency among South Korean adult members of Generation Z sports consumers. Drawing on Cognitive Dissonance Theory (CDT) and Symbolic Self-Completion Theory (SSCT), the study aimed to clarify whether impulse-buying tendency functions as a meaningful basis for segmentation in sports product consumption. Data were collected from South Korean adults aged 20 years or older who had purchased sports products within the previous 12 months. For group-based comparison, participants were classified into low (n = 128) and high (n = 106) impulse-buying tendency groups using a mean-split procedure. A 29-item questionnaire assessed impulse-buying tendency (9 items), self-justification (4 items), and symbolic consumption tendency across five subdimensions (16 items). Confirmatory factor analysis supported the adequacy of the measurement model (χ2/df = 2.285, p < 0.001, IFI = 0.918, TLI = 0.906, CFI = 0.918, SRMR = 0.044, RMSEA = 0.074), with satisfactory reliability and convergent validity. MANOVA results showed that the high impulse-buying tendency group reported significantly higher levels of self-justification, self-development and reinforcement, conformity and belonging, and communication and exchange than the low group. These findings suggest that impulse-buying tendency differentiates consumers in terms of post-purchase cognitive responses and identity-related consumption patterns among adult Generation Z sports consumers. The results highlight the heterogeneity of South Korean Gen Z sports consumers and suggest that sports product marketing may benefit from more segmented strategies based on post-purchase reassurance and symbolic value. However, causal interpretations are limited by the cross-sectional design.
You et al. (Mon,) studied this question.