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20~30대 소비자의 강박적 구매 성향과 관련 변인과의 관계 연구
강이주 한국소비자학회 2004 소비자학연구 Vol.15 No.4
본 연구는 서울과 수도권에 거주하는 20, 30대 소비자를 대상으로 그들의 강박구매성향과 이에 영향을 미치는 요인 즉, 인구통계적 변수와 심리 및 행동변수(물질주의, 자아존중감, 할인제품구매 성향, 신용카드 오남용 등)에 따라 차이가 있는가를 살펴보고자 하였다. 인구통계적 변수를 제외한 모든 척도는 5점 리커트 척도를 이용하였고, 각 척도의 신뢰값은 0.8이상이었다. 분석방법은 빈도, 요인분석, 교차분석, 회귀분석, 1-test, 카이검증을 수행하였고 결과는 다음과 같다. 첫째, 요인분석결과를 통한 factor score와 각 문항의 점수를 이용하여 회귀분석을 시행한 다음 개인의 강박구매성향을 측정할 수 있는 방정식을 도출하였다. 20~30대 소비자들의 일반적 강박구매성향은 다른 연령집단을 연구한 선행연구들에 비하여 다소 높게 나타났다. 둘째, 인구통계변수에서는 성별, 직업, 소득계층, 용돈이 의미있는 변수로 나타났다. 성별에서는 여성들이, 직업에서는 학생집단이, 가계소득과 용돈 규모에서는 상위집단일수록 강박구매 성향이 높게 나타났다. 셋째, 심리 및 구매행동변수에서는 할인제품 구매 성향, 물질주의, 신용카드 오남용의 순으로 강박구매 성향과 정적상관을 보여주었고, 자아존중감과는 부적인 관계를 보여 주었다. 본 연구는 표집의 정교화, 표본의 규모, 선행연구의 미흡 등의 제한점으로 인하여 탐색적 연구의 성격의 띌 수 밖에 없었으나 앞으로 세심한 표집계획과, 표본 크기의 확대 그리고 동일 척도와 분석방법을 적용하는 연구를 수행한다면 본 연구에서 제시한 개인의 강박구매성향 측정모델은 검정과 수정을 통하여 훨씬 신뢰도를 높일 수 있을 것이며 이는 강박구매성향 연구에 많은 도움이 될 것으로 사료된다. This study is to examine factors related to compulsive buying behaviors among young adults in Korea while controlling for major demographic characteristics. Data collected from a convenience sample of 340 young adults provide information about their compulsive buying behavior and their materialism, self-esteem, buying tendency for discounted products as well as irresponsible credit card use behavior while controlling for major demographic characteristics. Compulsive buying behavior scale was constructed and other measures of psychological domains were calculated. Psychometric properties were examined to create these measures using factor analysis and calculating Cronbach alpha reliability coefficients. The Results of this study showed that higher materialism, lower self-esteem, higher impulsive buying toward discounted product score were all significantly associated with higher compulsive buying behavior. Higher degree of irresponsible credit card use was significantly associated with higher compulsive buying behavior. With credit card use, higher materialism and higher impulsive buying toward discounted product score were still significantly associated with higher compulsive buying behavior.
姜利珠 명지대학교 1986 明大論文集 Vol.17 No.-
This paper attempts to develop some theoretical basis of consumer information system in order that rational choice can be derived before purchase to enhance consumers’ satisfaction and dissolve their dissatisfaction after purchase. The result can be summarized as follows: 1) The process of information search is an essential one to maximize consumers’ satisfaction. And the degree of information search effort, capability to make use of it, and the extent of satisfaction level and problem recognition depend on individual consumer's need for internal information seeking, learning, and the degree of their interest in consumption. 2) Since each consumer may have difficulty approaching various information sources and evaluating their reliability and validity, it is necessary to develop consumer information program. To develop such program consumer group should be segmented by the demographics (i.e. education, income, age, etc.) and the programs should be suitable for the characteristics of the group, reflecting in the programs of public educational institution and inducting any firms to implement voluntarily them. 3) When any consumers are not satisfied with certain produces, the establishment of any institution, which promptly can compensate instantly and reasonably for such inconvenience, is needed. For the effective system to deal with consumers’ dissatisfaction, the following points should be considered. That is, (1) consumers’ active problem recognition and voicing complaints, (2) identification of the cause the problem and suggestion of some solution through professional consumer research institution for consumer protection, (3) the government participation in evaluating and diffusing any frims improper attitude to deal with consumer dissatisfaction. The author believes this study can provide some basis for more deep study in developing theoretical construction in view of consumer protection. Also, the author expects any researcher to partly develop any more practical consumer information system on this study.