A method for transmitting a signal by a neighbor awareness networking (NAN) terminal in a wireless communication system, according to embodiment of the present invention, comprises the steps of: sensing a medium in a discovery window; selecting a back-off count value when the medium is in an occupied state; and transmitting a service discovery frame after performing countdown on the basis of the back-off count value, wherein an interval in which the back-off count value is determined on the basis of at least one of an interval in which a back-off count value for transmitting a synchronization beacon frame is selected, the length of the discovery window, and a hop count value of the terminal.