소비자가치와 강박구매의 관련요인 및 관계분석

허은정(Huh Eun-Jeong),서정희(Seo Jeong-Hee) 가정과삶의질학회 2004 가정과삶의질연구 Vol.22 No.6

소비자의 공감성향이 자선적 기부행동에 미치는 영향

허은정(Huh Eun Jeong) 한국소비문화학회 2016 소비문화연구 Vol.19 No.3

기부행동은 소비윤리 측면에서 소비자가 자신만을 생각하는 개인 차원에서의 소비활동이 아니라 동시대 인류를 생각하며 자신의 자원을 나누는 것으로 최고의 윤리적 소비를 실천하는 행동일 뿐만 아니라 소비자 개인적 차원에서도 기부에 대한 소비활동 자체가 삶의 행복을 증진시키는데 기여하기 때문에 소비자학에서도 그 의의를 가지고 있다. 본 연구의 목적은 소비자의 공감성향과 자선적 기부행동의 수준을 파악하고, 개인적 배경변수 및 인구사회학적 변수에 따른 자선적 기부행동의 차이를 분석하며, 소비자의 자선적 기부행동에 영향을 미치는 변수를 규명하는 것이다. 이를 위해 2016년 1월 온라인 리서치업체를 통해 전국에 거주하는 성인 500명을 대상으로 질문지조사를 실시하여 자료를 수집하였다. 연구결과는 다음과 같다. 첫째, 7점 기준으로 했을 때, 소비자의 공감성향은 타인에 대한 이타적인 동정심이나 관심을 나타내는 공감적 관심이 4.61점, 타인의 심리적 관점을 자발적으로 수용하려는 특성을 보이는 관점수용이 4.71점으로 나타나서 중간보다 약간 높은 수준으로 조사되었다. 반면 자선적 기부행동 평균은 3.80점으로, 중간보다 약간 낮은 수준으로 나타났다. 둘째, 인구사회학적 변수 중 교육수준, 결혼지위, 종교, 월평균 가계소득에 따라 소비자의 자선적 기부행동은 유의한 차이를 보였다. 셋째, 소비자공감성향, 개인적 배경변수 및 인구사회학적 변수가 자선적 기부행동에 미치는 영향을 분석한 결과, 관점수용 정도가 높을수록, 자신이 자원봉사를 하는 경우, 부모가 기부한 경험이 있는 경우, 종교가 없는 집단에 비해 기독교와 불교인 경우 자선적 기부행동을 더 많이 하는 것으로 분석되었다. The purpose of this study is to grasp levels of a consumer s propensity for empathy and charitable donation behavior, to analyze differences in charitable donation behaviors in terms of various personal background variables and socio-demographic variables, and to find out the variables to influence a consumer s charitable donation behavior. For this purpose, data were collected through questionnaire survey to 500 adults residing in all areas of South Korea, in Jan. of 2016, by an on-line research company. The results of the study are as follows: First, in terms of a consumer s propensity for empathy, the means of both empathic concern (4.61) and acceptance of viewpoints (4.71) were a little above the middle value. The mean of charitable donation behavior was 3.80, a little below the middle value. Seven-point scales were used for all measures. Second, In terms of socio-demographic variables, levels of education, status of marriage, religion, and average monthly household income had significant effects on charitable donation behaviors. Third, the investigation of the effects of a consumer s propensity for empathy, personal background variables, and socio-demographic variables on charitable donation behavior specifically revealed that higher acceptance of viewpoints, a self s engaging in voluntary service, parents having experiences of donation, and believing in Christianity or Buddhism (vs. no religion) had positive effects on charitable donation behaviors.

중,고령자의 민간의료보험 가입 및 지출액 결정요인

허은정 ( Eun Jeong Huh ),김지경 ( Ji Kyung Kim ) 한국소비자학회 2009 소비자학연구 Vol.20 No.4

소비자의 윤리적 상품에 대한 태도 및 구매의도의 관련요인 분석

허은정 ( Eun Jeong Huh ) 한국소비자학회 2011 소비자학연구 Vol.22 No.2

최근 우리나라에서도 윤리적 상품에 대한 소비자들의 관심이 높아지고 있으며 윤리적 상품을 구매하는 소비자들이 점차 증가하고 있다. 본 연구는 ‘수정된 계획행동이론’에 근거하여 소비자들의 윤리적 상품에 대한 태도 및 구매의도에 영향을 미치는 변수들을 규명하고 이들 변수들과 구매의도간의 인과관계를 분석하는 것을 기본목적으로 한다. 이를 위해 만 18세 이상의 성인소비자들을 대상으로 온라인과 오프라인을 통해 자료를 수집하였고 최종 888부가 분석에 사용되었다. 주요한 연구결과는 다음과 같다. 첫째, 조사대상자들 중에서 65.3%는 윤리적 상품을 구매한 경험이 있는 소비자였으며, 제일 많은 비율이 구매한 윤리적 상품은 친환경농산물, 공정무역 커피, 초콜릿, 의류 및 패션제품의 순으로 나타났다. 조사대상자들의 윤리적 상품에 대한 태도는 7점 기준으로 볼 때 4.85로 윤리적 상품에 대해 약간 긍정적인 태도를 가지고 있었고, 구매의도 역시 7점 기준으로 볼 때 평균이 5.04점으로 윤리적 상품을 구매할 의사가 다소 있는 것으로 나타났다. 둘째, 인구사회학적 변수에 따른 윤리적 상품에 대한 태도와 구매의도의 차이를 살펴본 결과, 윤리적 상품에 대한 태도는 교육수준, 월평균 가계소득, 직업에 따라 유의한 차이를 보였고 윤리적 상품에 대한 구매의도는 교육수준, 종교, 월평균 가계소득에 따라 유의한 차이를 나타내었다. 특별히 교육수준이 높은 집단(대졸이상)과 월평균 가계소득이 높은 집단(500만원 이상)은 그렇지 않은 집단에 비해 윤리적 상품에 대한 태도가 긍정적일뿐만 아니라 구매의도 또한 높은 것으로 나타났다. 셋째, 윤리적 상품에 대한 태도에 유의한 영향을 미치는 변수는 보편적 가치, 윤리적 의무, 이타주의, 지각된 소비자 효율성, 인구사회학적 변수 중에는 여성, 교육수준이 고졸보다 높은 집단, 월평균 가계소득이 높은 집단으로 분석되었다. 윤리적 상품에 대한 구매의도의 경우 이타주의와 태도만이 정적 영향을 미치는 것으로 나타났다. 넷째, 태도변수를 매개변수로 하여 윤리적 상품의 구매의도에 대한 경로분석 결과, 이타주의와 태도는 윤리적 상품의 구매의도에 대해 직접적인 인과효과를 가지고 있었고, 보편성가치, 지각된 소비자 효율성, 윤리적 의무, 성별(여성), 전문대졸, 대학재학/대졸이상, 가계소득(최상 집단)은 태도변수를 매개로 한 간접적인 인과효과를 가지는 것으로 나타났다. 윤리적 상품의 구매의도에 가장 큰 영향을 주는 변수는 태도로 나타났다. Recently many consumers have been concerned about ethical products and the real purchasing power on the ethical products have been increased in Korea. The purposes of this study are to investigate major factors to influence the consumer`s attitude and purchase intention on the ethical products and to analyze the casual relationship among independent variables, attitude, and purchase intention. For the theoretical model of ethical consumer decision-making, this study is based on the ``modified theory of planned behavior`` by Shaw & Shui(2002a; 2002b; 2003). The independent variables in this study included three consumer values related to ethical consumption(universalism, benevolence, and self-direction), ethical obligation, self-identity, perceived consumer effectiveness, human relation, altruism, and the socio-demographic variables. For this study, the ethical products include eco-friendly products which are no harm both to nature and human body and various fair-trade products which are designed to contribute to economical self-sufficiency of poor workers in the Third World. The data were collected from both on-line and off-line survey in March, 2010 and 888 samples were used to the final analyses. The major results are follows. First, 65.3% of the sample had purchased at least one or more the ethical products. The high purchase percentage among the ethical products was the order of eco-friendly agricultural products, fair-trade coffee, fair-trade chocolate, and fair-trade clothing & fashion products. The average score about consumer`s attitude on the ethical products was 4.85 point at 7 point criteria, and it means that the respondents have some positive attitude on the ethical products. The average score about consumer`s purchase intention on the ethical products was 5.04 point at 7 point criteria, meaning the respondents have some purchase intention on the ethical products. Second, the results of impacts of the socio-demographic variables on consumer`s attitude on the ethical products indicated that there were significant differences among the educational level, the average monthly household income, and the occupation. For the consumer`s purchase intention on the ethical products, there were significant differences among the educational level, the religion, and the average monthly household income. Especially, the groups with the college graduate and over and the highest household income had not only positive attitude on the ethical products, but also high purchase intention on the ethical products. Third, the results of the regression analysis indicated that the value of universalism, ethical obligation, perceived consumer effectiveness, and altruism positively influenced on the consumer`s attitude on the ethical products. Among the socio-demographic variables, women in terms of sex, the groups both college and college graduate and over in terms of the educational level, and the group with 4,000 thousand won and over in terms of the average monthly household income positively influenced on the consumer`s attitude. Among significant factors influencing on the consumer`s attitude, the value of universalism had the greatest influence and the next are ethical obligation, the education level with college and college graduate and over, the household income with 4,000 thousand won and over. For the purchase intention on the ethical product, only altruism and attitude were significant factors, and the attitude was greater influence than the altruism. Finally, the results of path analysis indicated that the attitude and altruism had direct effects on the purchase intention of the ethical products, while the value of universalism, ethical obligation, perceived consumer effectiveness, women in terms of sex, college graduate and over in terms of educational level, and the group with 4,000 thousand won in terms of average monthly household income had indirect effects on purchase intention. This result implies that in order to increase the purchase of ethical products, it is important for consumers to have positive attitude toward the ethical products. The results of this study has some implications of consumer`s purchase behavior on the ethical products for the experts at consumer studies and marketing. For example, the consumer educators help some groups(for instance, men and the consumer with the high school graduate) to have positive attitude toward the ethical products. For the marketing managers, the results of this study may help to create a sales strategy about, the ethical products, implying that some groups(women, the consumers with college graduate and over, and the group with 4,000 thousand won and over at monthly household income) had positive attitude and higher probability to purchase the ethical products. This study included the ethical obligation, self-identity, and attitude as the major independent variables based on the ``modified theory of planned behavior``, but the results indicated that the self-identity didn`t have significant effect on both the consumer`s attitude and the purchase intention. The further studies are needed to elaborate the measure of the self-identity and to help the understanding of consumer`s ethical consumption behavior with the quantitative data.

도시 가계의 레저지출과 관련요인 분석

허은정 ( Eun Jeong Huh ),김우성 ( Woo Sung Kim ) 한국소비자학회 2003 소비자학연구 Vol.14 No.1

The purpose of this study is to investigate the determinants affecting the leisure expenditures of urban households. Based on the data from the 2000 Annual Report on the Family Income and Expenditure Survey published by the Korea National Statistical Office, Tobit and OLS regression analyses were used for the analyses of household expenditures on active leisure, passive leisure and the total leisure. The results indicated that four types of household income(salary of a household head, salary of a spouse, salary of other household members, and asset income), household size, the age of a household head, the educational level of a household head, the occupation of a household head, and housing tenure had significant impacts on the expenditures on active leisure, while only three types of household income, household size, the educational level of a household head, and housing tenure had significant effects on the expenditures on passive leisure. For the total leisure expenditures, each of the four types of household income, the household size, and the educational level of a household head were positively related to the expenditures on the total leisure. It also showed that 20s, 30s, and 40s in the age of a household head were related to more spending on total leisure expenditures. Both professional-managerial job of a household head and owning a house or renting a house with one-time deposit(jounse) in terms of household tenure were also related to more spending on total leisure expenditures. In terms of income elasticities of the 4 types of household income, salary of a household income had the greatest influence on the leisure expenditures of urban households.

부채가계의 연체행동 및 관련요인 분석

이은영 ( Eun Young Rhee ),허은정 ( Eun Jeong Huh ) 한국소비자학회 2005 소비자학연구 Vol.16 No.1

Using 2003 Survey of Personal Finance collected by SARIF(Samsung Research Institute of Finance), this study examines Korean households` debt-holding status and identifies the factors influencing the experiences and the frequencies of debt repayment delinquencies. Among the 2,000 households interviewed, 1,079 households (about 54%) held debts, and about 30% of those households holding debts had experiences of at least one delinquent repayment. There was no significant difference in average debt amount per household between the delinquent households and non-delinquent households. However, in terms of repayment ability, delinquent households had higher debt-burden ratios and more lenient attitudes towards not allowing delinquency. The results of the Logit and Tobit analyses showed that the households with double earners, the households with a self-employed household head, the households with a larger household size, the households with a larger debt-to-total asset ratio, the households with more subjective debt burden, and the households with more lenient attitudes towards not allowing delinquency had higher probability of experiencing debt delinquency. The results also revealed that the frequency of delinquent debt repayment was related to education, monthly debt repayment amount relative to monthly income, and overuse of credit cards.

국내 공정무역상품 판매사이트의 소비자정보제공 현황분석

서정희(Jung Hee Seo),허은정(Eun Jeong Huh),전향란(Hyang Ran Jeon),김향숙(Hyang Suk Kim),이아름(A Reum Lee),김미수(Mi Soo Kim),박진영(Jin Young Park) 한국생활과학회 2010 한국생활과학회 학술대회 Vol.2010 No.하계

대학생의 공정무역상품 구매자와 비구매자 특성 및 상품가치 차이

서정희(Jung Hee Seo),허은정(Eun Jeong Huh),전향란(Hyang Ran Jeon),김미수(Mi Soo Kim),이아름(A Reum Lee),김연희(Yeon Hee Kim) 한국생활과학회 2011 한국생활과학회 학술대회 Vol.2011 No.11

공정무역을 통한 윤리적 소비 실천방안

서정희(Jung Hee Seo),허은정(Eun Jeong Huh),전향란(Hyang Ran Jeon),김미수(Mi Soo Kim),박진영(Jin Young Park),김향숙(Hyang Suk Kim),이아름(A Reum Lee) 한국생활과학회 2010 한국생활과학회 학술대회 Vol.2010 No.하계

나트륨 줄이기 참여 건강음식점의 나트륨 저감화 실태

홍순명 ( Soon Myung Hong ),이지혜 ( Jee Hye Lee ),김혜경 ( Hye Kyung Kim ),유리나 ( Ri Na Yu ),서정희 ( Jeong Hee Seo ),허은정 ( Eun Jeong Huh ),조성숙 ( Seong Suk Cho ),양정아 ( Jeong Ah Yang ) 대한영양사협회 2014 대한영양사협회 학술지 Vol.20 No.3

This study compared total sodium amounts in ‘Healthy Restaurant for Sodium Reduction’ menu items located in Seoul, Chungcheong, and Gyeongsang in 2011 and 2012. In addition, this study explored reduced sodium cooking methods in ‘Healthy Restaurant for Sodium Reduction’. This study monitored and collected menu samples from a total of 103 restaurants participating in ‘Healthy Restaurant for Sodium Reduction’ in 2011 and 2012. We also surveyed restaurant employees to identify reduced sodium cooking methods in 2012. The results showed significant reductions in total amounts of sodium in menu items of restaurants located in Seoul, Chungcheong, and Gyeongsang between 2011 (310.8±156.8 mg/100g) and 2012 (211.6±110.3 mg/100g). Amounts of sodium in all seven foodgroups showed significant reductions between 2011 and 2012: ‘Gook/Tang’ (from 226.6±127.7 mg/100g to 168.5±74.3 mg/100g), ‘Jjigae/Jeongol’ (from 385.8±111.7 mg/100g to 257.1±82.53 mg/100g), ‘Noodle/ Dumpling’ (from 263.8±116.9 mg/100g to 194.1±55.6 mg/100g), ‘Gui’ (from 390.3±120.6 mg/100g to 258.8±92.7 mg/100g), ‘Steamed dish’ (from 305.3±124.3 mg/100g to 175.6±76.6 mg/100g), ‘Bob’ (from 273.7±162.5 mg/100g to 167.1± 93.1 mg/100g), and ‘Stir-fried dish’ (from 368.6±116.6 mg/100g to 219.0±72.4 mg/100g). The survey results showed that responses for ‘Reducing salt amount’ were 75.7%, responses for ‘Using enchovy stock, shrimp, radish, or fruit soup’ were 64.1%, and responses for ‘Liking the taste because it is bland’ were 50%. This study indicates that ‘Healthy Restaurant for Sodium Reduction’ nutrition policy was successful for reducing sodium contents of restaurant menu items, and also consumers were satisfied with the tastes.