誇示消費 影響要因 分析

다국어 초록 (Multilingual Abstract)

With a rapid progress of industrialization, the higher income and open door policy has changed the consumer consciousness remarkably. In the modern society of Korea, the manner of consumption has a tendency to overdo ahead of economic strength. Thus, it can be considered that one of the most important thing is to diagnosis and evaluate the consumption consciousness of people at this point of time.
Therefore, the purpose of this research is not only to summarize theory and concepts in terms of conspicuous consumption but also to investigate consumer education focusing on wholesome consumption mode.
The major hypotheses for the research are as follows.
Hypothesis 1. The conspicuous consumptional inclination has relation to self-concept.
Hypothesis 2. The conspicuous consumptional inclination has relation to reference group.
Hypothesis 3. The lower consumer consciousness he owns, the higher conspicuous consumption inclination he will possesses.
Hypothesis 4. The conspicuous consumptional inclination can be differentiate by means of demographic variables such as sex, age, academic career, income, vocation, family life cycle and mutuality between income level and school career.
Hypothesis 5. The conspicuous consumptional inclination can be differentiate by means of social and economical variables such as reference group on the basis of consumption pattern, a class-reversion consciousness, the degree of income satisfaction.
In order to prove above mentioned hypotheses, the statistic work was performed stratified sampling 632 householders in Seoul through the use of questionnaire composed of terms about self-concepts, reference group, consumer consciousness, social and economical characteristics and it used 542 of 632 samples in final analysis. The statistics used for data analysis were Factor analysis, Analysis of variance (ANOVA), Multiple regression analysis, Scheffetest and Duncan test.
Self-concepts, as a factor affecting conspicuous consumptional inclination, has revealed as tradition directional, society directional, luxury directional self-concepts. Among them, luxury directional self-concepts turned out the most significant variable.
Reference group as a factor affecting conspicuous consumptional has revealed that the people who want to show off famous trade mark had the stronger conspicuous consumptional inclination relatively. Conspicuous consumption inclination has differentiated by means of demographic variables such as sex, age, academic career, income, vocation, family life cycle and mutuality between income level and school career. Especially, income, academic career and vocation turned out the crucial factors affecting conspicuous consumptional inclination. Also, it was revealed that the higher income and academic career they have, the more conspicuous consumptional inclination they possess. It caused serious problem because the consumption pattern of high income class format social dominated consumption pattern and it spreads to the lower class.
There was no significant difference between mutuality of income, academic career and conspicuous consumptional inclination. However, only in the case of elementary schooling career householder of high income class, they showed the highest conspicuous consumptional inclination relatively. it might be implied that they want to compensate their low academic career for financial power psychologically.
A age as a factor affecting conspicuous consumptional inclination was revealed that the older people had more conspicuous consumptional inclination except 20's. The 20's ranked second position which means the grown people in wealthy society had a strong tendency to conspicuous consumptional inclination.
A family life cycle was also a factor affecting conspicuous consumptional inclination. The higher level of family life cycle had more conspicuous consumptional inclination than the lower level of it.
According to the social and economical variables such as reference group on the basis of consumption pattern, a class-reversion consciousness and the degree of income satisfaction, the people who lived as standard of the higher income class than thir income level, had a preference to conspicuous consumptional inclination.
From the point of view, it can be derived conclusion that it should be led the healthy sense of value, fair distribution policy and marketing strategy. Also, it should be created an social atmosphere declined conspicuous consumption. Therefore, it is required new consumer consciousness education including these concepts and should be developed the consumer education program which can be reflected them.
For the purpose of preventing conspicuous consumption, it can be suggested that group education should be enforced towards reference group considering the major factors and situation such as age, family life cycle, high income class and high school career using this program.

목차 (Table of Contents)

• 목차
• 第1章 序言 = 1
• 1. 問題의 提起 = 1
• 2. 硏究의 目的 = 3
• 3. 硏究의 限界 = 3
• 第2章 理論的 背景 = 5
• 第1節 誇示消費 槪念과 背景에 관한 硏究考察 = 5
• 1. 誇示消費의 槪念 = 5
• 2. 誇示消費 性向의 理論的 背景 = 7
• 第2節 誇示消費의 影響要因에 대한 硏究考察 = 13
• 1. 個人的 要因 = 14
• 1) 自我槪念 = 15
• 2) 消費者意識 = 17
• 2. 社會·環境的 要因 = 18
• 1) 準據集團 = 19
• 2) 人口統計學的 要因 및 기타 要因 = 22
• 第3節 誇示消費 性向에 關한 槪念的 硏究模型 및 假說 = 24
• 1. 槪念的 硏究模型 = 24
• 2. 硏究假說 = 25
• 第3章 誇示消費 性向에 關한 實證的 分析 = 27
• 第1節 硏究方法 및 節次 = 27
• 1. 資料의 蒐集 = 27
• 2. 調査 項目 = 27
• 2-1 從屬變數 = 28
• 2-2 獨立變數 = 29
• 3. 分析方法 = 32
• 4. 調査 對象者의 一般的 性格 = 32
• 第4章 硏究結果 및 分析 = 35
• 第5章 要約 및 結論 = 52
• <參考文獻> = 56
• <附錄> = 61
• <設問紙> = 63
• <Abstract> = 71