One embodiment of the present invention provides a method by which an NAN terminal transmits an NAN service discovery frame on a discovery window (DW) in a wireless communication system, and the method for transmitting an NAN service discovery frame comprises the steps of: determining a time that a packet is available for transmitting; starting a countdown according to a backoff counter of an NAN discovery frame from the time at which a packet is available for transmission; and transmitting the NAN service discovery frame when the countdown is finished, wherein if the NAN terminal transmits a synch beacon frame on the DW, the NAN service discovery frame is capable of being transmitted only when the synch beacon frame is transmitted.