로컬 관광객의 소비성향이 관광동기와 관광만족에 미치는 영향

홍수희,이정원 한국호텔리조트학회 2023 호텔리조트연구 Vol.22 No.6

This study aims to investigate the effect of local tourists’ consumption propensity on tourism motivation and satisfaction. This study collected data from tourists who had visited tourist attractions in Gyeonggi-do and conducted a survey on 208 people. The survey period was conducted for approximately 3 weeks from early July 2022, and analysis of the collected data was conducted using SPSS. The results of this study are as follows. First, tourists' consumption propensity was derived from economic consumption propensity, hedonic consumption propensity, fashion-seeking consumption propensity, conspicuous consumption propensity, planned consumption propensity, and other-conscious consumption propensity. Second, tourists' consumption propensity was found to have a significant effect on tourism motivation. Tourists' consumption propensity was found to have a significant effect on intellectual motivation and social motivation among tourism motivation factors. Third, tourists' consumption propensity was found to have a significant effect on tourism satisfaction. Fourth, tourists' tourism motivation was found to have a significant effect on tourism satisfaction.

Factors Affecting Ethical Consumption: Applying Extended Planned Behavior Theory and Motivation Theory

김필례(Pil Rye KIM),박상범(Sang Beom PARK) 한국유통과학회 2022 The Journal of Industrial Distribution & Business( Vol.13 No.4

Purpose: The purpose of this study is to grasp the concept of ethical consumption that is inevitably one of the behaviors of consumption and to find factors affecting ethical consumption. The most special idea of this study is including motive in the research model. And motive will influence the factors affecting the intention to behave. Research design, data, and methodology: Considering variables affecting ethical consumption, we first adopted the Ttheory of Planned Behavior. There are three variables of attitude, subjective norm, and perceived behavior control in the model. In addition to variables used in the Planned Behavior Theory, ethical duty, self-identity, motive, neutralization, ambivalence are included in the study. Questionnaires are made for survey, and investigation was conducted from 1th March to 11th of March. Total 360 copies are used for analysis. SPSS version 23 was used for analysis. Results: Study results show that first, the variables of attitude, subjective norm, perceived behavioral control, ethical duty, self-identity are turned to be statistically significant factors affecting ethical consumption intention. In this study, we defined the ethical consumption as voluntary, self-sacrifice needed, and additional efforts required behavior, therefore motive thought to be needed at fist for individual consumer to form intention. For neutralization and ambivalence, neutralization does not affect ethical consumption directly or indirectly, but we found ambivalence has moderating effect while motive affecting attitude, perceived behavior control, self-identity and has moderating effect while attitude, subjective nom, perceived behavior control, self-identity affects intention. Ambivalence means individual consumer’s thought or preoccupation toward ethical consumption, in other words, consumer may have fiendly or unfriendly, positive or negative impression to it. Overall, motive and ambivalence are important factors for ethical consumption. Motive plays some role from the start influencing main factors affecting ethical consumption. Ambivalence also functions by moderating variables. Thinking of ambivalence taking account of essence of ethical consumption, some consumers may have pretext or justification for not doing ethical consumption which may again annoy themselves. Conclusions: In conclusion, for intention to ethical consumption to be formed motive should be activated beforehand and ambivalence should be considered. Negative ambivalence toward ethical consumption should be removed and positive ambivalence should be developed.

ONLINE COLLABORATIVE CONSUMPTION FOR FASHION GOODS AMONG GEN Y - A QUANTITATIVE APPROACH

Doris Berger-Grabner,Marion Fett 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Initial situation and Problem Statement The world faces extraordinary challenges relating to the environment and society. Rapidly increasing demand is colliding with declining resources, the awareness of the need for environmental and social sustainability has grown (Martin & Schouten, 2014, p. 20). Due to these facts collaborative consumption has emerged and has disrupted various established industries all over the world. People’s attitude towards ownership and the way societies consume are changing (Chen, 2009, p. 926). Today, consumers are willing to pay for using or accessing a product rather than buying or owning it (Chen, 2009, p. 926). Gradually, consumers are turning their backs on the traditional consumer-oriented paradigm and over-consumption and are progressively looking for ways which downshift or simplify their lives (Albinsson, Wolf, & Kopf, 2010, p. 414). Collaborative consumption is driven by a variety of factors including the global recession, anti-hyper-consumerism, cost-consciousness as well as awareness of the need for a waste-reducing and sustainable living (Gansky, 2010, p. 16). The main drivers are technological advances, such as the internet and social media, which allow new ways of accessing and sharing. By using information technology, products and services can be reused, distributed and shared at the right time and location to the right customer (Gansky, 2010, p. 16). The most successful field of collaborative consumption is the one of tangible assets, such as clothing, which are not used to their full potential by their owners and can be therefore temporarily shared (Botsman & Rogers, 2010, p. XVI). Within the fashion industry many collaborative consumption concepts are developing and thriving (Pedersen & Netter, 2015, p. 259). Generation Y is interested in collaborative consumption and can identify with this phenomenon as it fits their increasingly ideological lifestyles (H?flehner, 2015). According to a study published by Mindshare in November 2015, 44 % of persons of Generation Y in Austria are aware of the prominent online collaborative consumption platforms and one out of ten has already participated in a fashion-sharing activity (Mindshare, 2015). In 2014, 8.5 billion euros were spent on clothing (Statista, 2016), whereas almost 60 % consisted of fast fashion items (?kosoziales Forum, 2013). On average, a person has 90 clothing items in their wardrobe, and more than half, is not used at all any more. Moreover, the average item is worn for about a month before its usage drops significantly (Threadflip, 2014) or the item gets disposed of in spite of still being in good condition (Shephard & Pookulangara, 2014, p. 11). Online collaborative consumption for fashion can help expand products’ life-cycles, as unneeded or unwanted fashion items can be easily rented, lent, given or sold to other consumers by using various online platforms available (Fletcher & Grose, 2012, p. 88). However, hardly any research was found that specifically focus on online collaborative consumption for Gen Y and examine the influencing factors Research Aim and Research Methods The aim of this study was to find out about the determinants influencing the intention to participate in online collaborative consumption for fashion items among Gen Y taking as an example young adults in Austria. Additionally, the factors, which can increase participation should be identified. In order to find out the influencing determinants, the Unified Theory of Acceptance and Use of Technology 2 of Venkatesh et al. (2012) will serve as the basis for the applied research construct. The following research questions are to be answered in this study: RQ: Which factors have an influence on consumer's intention to participate in online collaborative consumption for fashion among Generation Y in Austria? SubQ: Which measures help Generation Y in Austria to be more motivated to participate in online collaborative consumption for fashion?. In order to be able to provide answers to the research questions a quantitative study in the form of an online questionnaire (n= 219) among respondents of Gen Y in Austria was carried out. A number of research hypotheses have been developed in order to identify a possible influence of several variables on the intention to participate in online collaborative consumption for fashion items, mainly focusing on the Theory of Planned Behaviour (Ajzen, 1991) and on the Theory of Acceptance and Use of Technology 2 of Venkatesh et al. (2012). Theoretical Background Theory of Planned Behaviour by Ajzen (1991) The Theory of Planned Behaviour (TPB) was presented by Ajzen in 1991 as an extension of the Theory of Reasoned Action (TRA) by Ajzen and Fishbein, introduced in 1975 (Teo & Lee, 2010, p. 60). Both models are part of the multiattribute models. The theory of reasoned action tries to offer an explanation for a performed behaviour. The idea behind the theory is that behaviour is performed due to an intention to perform that behaviour. The intention is influenced by the subjective norm and the attitude towards the behaviour. The TRA thereby attempts to predict the possibility of the occurrence of a specific behaviour (Schwenkert, 2006, p. 27). Although it can be said that no behaviour can be predicted with a 100% certainty there are several studies that unveil that the intention to perform a behaviour makes a significant contribution to the actual performance. The intention is the motivational factor behind the behaviour. It indicates “how hard people are willing to try, of how much of an effort they are planning to exert, in order to perform the behaviour” (Ajzen, 1991, p. 180). The main variables of the model are the Subjective Norm and the Attitude towards the Behaviour. Subjective Norm (SN) can be described as the assumption of the individual that people important to the individual are expecting the behaviour to be performed. In other words, that people close to the individual think that the behaviour should be performed by him or her (Schwenkert, 2006, pp. 27-28; Teo & Lee, 2010, p. 61). This belief somehow conveys a sense of unconscious social pressure for the individual – the pressure to perform as the norm demands. Some researchers have found that the social norm does not have as much influence on the intention to perform a specific behaviour as originally assumed (Li, Mizerski, Lee & Liu, 2009, p. 233). It has been found that the culture also tends to have an impact on the influence of the Subjective Norm. People living in an individualistic culture have a tendency to be not as influenced by social pressure as people living in a collectivistic culture (Li et al., 2009, p. 234). This may result in the fact that in collectivistic cultures the opinion of the group is highly important and therefore often followed. In individualistic cultures people are not that influenced by others which may explain those differences in the impact of the Subjective Norm. The TRA involves another variable – the Attitude towards the Behaviour (AtB). As the phrase already suggests, it does not describe the attitude towards an object, but the attitude towards the behaviour itself (Schwenkert, 2006, p. 27). The individual has a positive or negative feeling about the behaviour which influences the intention to perform it, is influenced. The attitude towards a specific behaviour is connected with one’s inner beliefs about the consequences of executing it. Therefore, also the possible consequences and outcomes of the behaviour are evaluated. If they are seen or predicted as positive the possibility of the intention to exert the behaviour is high, and so is the possibility of an actual performance (Li et al., 2009, p. 233; Teo & Lee, 2010, p. 61). As the Theory of Planned Behaviour (TPB) is an extension of the TRA, there has been added another variable – the Perceived Behavioural Control (PBC). The PBC points out the “perceived ease or difficulty of performing the behaviour” (Li et al., 2009, p. 234). By adding this variable Ajzen tried to include the element of uncertainty and to increase the ability to predict the behaviour. Studies show that the accuracy of prediction is higher than with the TRA but still the cognitive processes are in the foreground (Kroeber-Riel & Gr?ppel-Klein, 2013, p. 236). Unified Theory of Acceptance and Use of Technology by Venkatesh et al. (2012) The original Unified Theory of Acceptance and Use of Technology (UTAUT) was constructed by Venkatesh et al. in 2003 after reviewing eight existing popular models for IT adoption. The eight models revised were The Model of PC Utilisation, Innovation Diffusion Theory, Social Cognitive Theory (SCT), Motivational Model (MM), Theory of Reasoned Action (TRA), Technology of Acceptance Model (TAM and TAM2), Theory of Planned Behaviour (TPB) and the Combined TAM/TPB (Venkatesh, Morris, Davis, & Davis, 2003, pp. 428-433). The UTAUT was mainly created for IT corporate use. The extension, the UTAUT2, was developed in 2012 by Venkatesh et al. to make it applicable in consumer contexts and it is used to study new technology applications (Venkatesh, Thong, & Xu, 2012, p. 158). The UTAUT2 consists of seven variables that have an influence on Behavioural Intention. Behavioural Intention is a determinant for adoption of the Use Behaviour. Variables that refer to an individual’s difference, namely age, gender and experience, are used to moderate various relationships within the model. Performance Expectancy is the extent to which consumers gain benefits in their performance when using a technology. From reviewing the eight prior models, Venkatesh et al. (2003) have developed the construct Performance Expectancy, which pertains to Perceived Usefulness (TAM/TAM2), Outcome Expectations (SCT) and Extrinsic Motivation (MM), which refers to the behaviour that is driven by external rewards. According to Venkatesh et al. (2003) it is the strongest predictor of Behavioural Intention (Venkatesh, Morris, Davis, & Davis, 2003, p. 447). Effort Expectancy is the “degree of ease associated with consumers’ use of technology” (Venkatesh, Thong, & Xu, 2012, p. 159). In general, the easier a technology it is to use in the adoption phase, the more positive the attitude towards said technology (ibid.). Social Influence is defined as the degree to which consumers think it is important that others, such as family and friends, believe they should use a certain technology. This construct refers to the Subjective Norm in TRA and TBP. Prior research suggests that individuals, who are not well informed about the technology in question, are more likely to intend to use the technology, if other, well-informed, peers use said technology (Venkatesh, Morris, Davis, & Davis, 2003, p. 453). Facilitating Conditions refer to the extent to which consumers “believe that an organisational and technical infrastructure exists to support use of the system” (Venkatesh, Morris, Davis, & Davis, 2003, p. 453). Hedonic Motivation, or intrinsic motivation, refers as the enjoyment or pleasure derived from using a technology. It is shown to be an important factor in determining technology acceptance and use in consumer contexts (ibid.). Price Value is an important value in a consumer use setting as the consumer usually pays for the technology application or the use of it. The Price Value is positive and adds to explaining the Behavioural Intention to use when the benefits of using the technology perceive to outweigh the costs (ibid.). Finally, Habit is the degree to which people tend to behave automatically because of learning (Limayem, Hirt, & Cheung, 2007, p. 718). Conclusions Summary The empirical study has shown that the factors Effort Expectancy, Social Influence, Facilitating Conditions, Hedonic Motivation, Price Value and Sustainability have an influence on the Behavioural Intention to participate in online collaborative consumption for fashion. Firstly, it has been hypothesized that Performance Expectancy has an influence on the intention to use online collaborative consumption for fashion. As it turns out, the results showed no significant difference. Therefore, consumers might find other ways of acquiring clothing more appropriate and better suited. The second examined factor is Effort Expectancy, defined as how easy it is for consumers to use the technology. The results display that this factor shows a significant, positive influence on the intention to participate. This is in accordance with results of Venkatesh et al. (2012, p. 159), stating that the easier a technology is to use, the more likely is its adoption. The third factor, Social Influence, explains whether consumers feel it is important that other people, such as family and friends, think they should use a technology. As it turns out, this variable is positively and highly significantly related to the adoption of online collaborative consumption for fashion. Prior research proposes that persons, who are less informed about the technology, are more likely to use it if other influential persons use said technology (Venkatesh, Morris, Davis, & Davis, 2003, p. 453). Next, Facilitating Conditions were investigated as a potential factor influencing the intention to participate in online collaborative consumption for fashion. It was hypothesized that Facilitating Conditions, such as the access to a technological device with access to the Internet, have an influence on the adoption of online collaborative consumption. According to the results of the study, this variable has a highly significantly correlation to the outcome variable Behavioural Intention. The results also show that Hedonic Motivation is significantly and positively related to the Behavioural Intention. Thus, utilitarian and hedonic components of online consumption need to be taken in consideration, as has been shown by previous research in the context of traditional online shopping (Childers, Carr, Peck, & Carson, 2001, p. 533). The sixth investigated factor was Price Value, which is considered positive when the benefits of using the technology perceive to outweigh the costs. In this research, Price Value is a positive and highly significant predictor for the intention to use online collaborative consumption for fashion. Therefore, the outcomes of the study show that Price Value influences the intention to participate in online collaborative consumption for fashion. The next two factors of the research model, Trust and Sustainability, played a tremendous role when discussing collaborative consumption and even are considered main principles of collaborative consumption in the literature. As expected, Sustainability showed a highly significant and positive impact on Behavioural Intention. As mentioned before, this predictor accounted for 28 % of the total contribution of the research model. Trust did not significantly influence the adoption of online collaborative consumption for fashion. This result might be based on the fact that respondents feel insecure when interacting with strangers on the Internet in order to sell, buy or rent fashion items. Managerial Implications Several implications for retailers could be deduced from the results: According to this study, especially the factors Hedonic Motivation and Sustainability account each for 28 % of explaining the contribution to Behavioural Intention to use online collaborative consumption for fashion. Considering these insights, platforms dedicated to online collaborative consumption for fashion might put emphasis on these factors and increase their level of enjoyment and social interaction. For instance, platforms could boost these factors by including the usage of gamification. This way, the level of fun and pleasure for persons can be enhanced which in turn may lead to the adoption of online collaborative consumption behaviour. Additionally, in order to increase the social factor, online forums and discussion groups might not only help to express users’ experiences, reviews or interests, but also generate general social interaction, which is considered as very important for the participation in collaborative consumption. Furthermore, the study has shown that two thirds of the sample would welcome the possibility of fast fashion retailers offering online collaborative consumption activities. Since there are still a limited number of persons aware of the phenomenon of collaborative consumption, the alternative of peer-to-peer exchange in collaboration with a prominent fast fashion retail chain would be a perfect alternative. Instead of being tied to relatively unknown platforms dedicated to collaborative consumption for fashion, persons would most certainly be more aware and more willing to participate in such practices, if a well-known, established retailer would allow collaborative activities. Moreover, the aspect of sustainability seemed to be a crucial factor for the intention to use online collaborative consumption platforms for fashion. For this reason, platforms should communicate this aspect and publicise the fact that using collaborative consumption activities is an environmentally friendly, To conclude with, more than half of respondents would need more information about the topic in order to participate. Existing online platforms should invest in effective communication strategies or inexpensive guerrilla campaigns in order to attract more users. As the results of this study show, if persons are better informed and more aware of this phenomenon and its advantages, the better are the chances for adoption of collaborative consumption for fashion.

윤리적 소비동기의 발달: 도덕성 발달 이론을 중심으로

전상민 ( Sang Min Jun ) 한국소비자학회 2016 소비자학연구 Vol.27 No.2

본 연구는 윤리적 소비동기가 소비자의 도덕성 발달 단계에 따라 어떻게 위계적으로 유형화되는지 Kohlberg의 도덕성 발달 이론을 중심으로 탐색하고, 소비자의 도덕성 발달이 윤리적 소비동기의 발달에 미치는 영향력을 파악하고자 하였다. 이를 위하여 총 16명의 성인 소비자를 대상으로 심층면접을 진행하였고, 근거이론방법론을 사용하여 자료를 수집ㆍ분석하였다. 분석 결과, 소비자의 도덕성 발달 6단계에 따라 총 10개의 윤리적 소비동기가 유형화되었다. 도덕성 발달 단계인 6단계에서는 상생과 신념ㆍ양심, 희생적 배려, 죄책감의 4개의 상위범주가 생성되었고, 5단계는 공익을 위한 목소리 내기와 다음 세대를 위한 환경보존, 4단계는 올바름, 3단계는 타인 지향, 2단계에는 개인 이익, 1단계는 강제적 제도 범주가 생성되었다. 윤리적 소비동기의 핵심범주는 ‘개인주의 및 도구주의적 도덕성에 기반을 둔 개인 이익과 보편적 도덕원리 지향의 도덕성에 기반을 둔 상생의 양립’으로 분석되었다. 윤리적 소비동기의 주된 발달 단계는 개인 이익(도덕성 발달 2단계)이 충족된 상태에서 다음 세대를 위한 환경보존(도덕성 발달 5단계)을 거쳐 상생 및 신념ㆍ양심(도덕성 발달 6단계)으로 발달하는 것으로 나타났다. 이 과정에서 소비자의 도덕성 발달 수준이 긍정적 영향을 미쳤고, 도덕성 발달 P(%)점수가 50점 이상(0∼95점)인 경우, 상생 이상의 윤리적 소비동기로 발달하였다. 윤리적 소비동기의 발달이 개인 이익이나 다음 세대를 위한 환경보존에서 중단되면, 제한적 윤리적 소비 혹은 윤리적 소비의 회피ㆍ포기로 이어진 반면, 상생과 신념ㆍ양심으로 발달한 경우에는 포괄적 윤리적 소비인 지속적인 구매와 구입제품 범위의 확대가 나타났다. 윤리적 소비동기의 촉진요인은 가족주의, 윤리적 매장과 제품 이용의 편리함, 풍부한 정보, 성장배경으로 파악되었고, 저해요인은 지식적ㆍ시간적ㆍ경제적 여유 부족과 낮은 우선순위, 이기심ㆍ불신으로 나타났다. 이를 바탕으로 본 연구는 윤리적 소비의 활성화를 위한 실질적이고 유용한 방안을 제안하였다. This study explored how ethical consumption motives were categorized according to consumers`` moral developmental stage and how the moral development level influenced the development of ethical consumption motives based on the theory of moral development by Kohlberg. In-depth interviews were conducted with 16 adults and grounded theory methodology was used. We found 10 types of ethical consumption motives, which were matched with six stages of consumers`` moral development. There were four types of ethical consumption motives in the highest stage(sixth stage) of moral development: coexistence, belief/conscience, altruistic care, and guilty conscience. Other types of ethical consumption motives were recorded as follows: speaking out for public interests and environment preservation for the next generation(fifth stage), rightness(fourth stage), other-orientation(third stage), personal gain(second stage), and compulsory system(first stage). Core categories of ethical consumption motives included personal gain based on self-interest driven morality(second stage) and coexistence based on universal ethical principles driven morality(sixth stage). Ethical consumption motives have developed from personal gain(second stage) to coexistence and belief/conscience(sixth stage) via environment preservation for the next generation(fifth stage). The level of moral development positively affected the development of ethical consumption motives. Respondents who received 50 or more in P(%) scores of moral development had coexistence and belief/conscience which had developed from environment preservation for the next generation and personal gain. When the development of ethical consumption motives stopped in the personal gain and environment preservation for next generation, it led to restrictive ethical consumption or avoidance of ethical purchase. In contrast, ethical consumption motives which developed to coexistence and belief/conscience led to comprehensive ethical consumption, such as continuous ethical purchase and expansion of ethical product range. The study showed the promotive factors (i.e., familism, convenience of buying, having enough information, and backgrounds) and intervening factors (i.e., lack of knowledge, time and money, poor evaluation of ethical products, and selfishness/ distrust) of the development of ethical consumption motives. Based on the results, we suggested practical and useful ways to boost ethical consumption.

소비절제를 추구하는 라이프스타일과 행복에 관한 연구

성영애 ( Young-ae Sung ) 한국소비자학회 2016 소비자학연구 Vol.27 No.2

본 연구의 목적은 ‘소비자에게 행복감을 줄 수 있는 소비절제’ 유형을 찾아내는 것이다. 이러한 목적을 달성하기 위해 소비절제는 자발적-비자발적, 개인적-사회적 동기 등에 따라 분류될 수 있는지, 동기가 다른 소비절제가 소비자의 행복에 어떠한 영향을 미치는지를 분석하였다. 본 연구에서는 선행연구를 바탕으로 개발한 설문지를 이용하여 성별과 연령에 따라 할당표집된 20-50대 719명에 대한 온라인설문조사를 실시하였다. 소비자의 행복은 소비자로서의 소비행복과 일반적 행복을 구분하여 살펴보았다. 소비절제가 동기에 따라 분류되는지를 알아보기 위해서 요인분석을 실시하였으며, 각 유형의 소비절제가 소비행복과 일반적 행복에 미치는 영향을 살펴보기 위해서 회귀분석을 실시하였다. 주요한 연구결과는 첫째, 소비절제를 추구하는 라이프스타일은 동기에 따라 8개의 유형으로 분류되었다. 자발적인 소비절제유형으로 (1)근검절약으로 인한 소비절제, (2)재무관리를 위한 소비절제, (3)자발적인 간소화로 인한 소비절제, (4)자급자족형 소비절제, (5)환경문제예방을 위한 소비절제, 부분적으로 자발적인 소비절제로 (6)선택적 소비절제, 비자발적인 소비절제유형으로 (7)경제적 부족으로 인한 소비절제와 (8)강박적 소비절제로 분류되었다. 8개 요인에 의해 소비절제 총 분산의 65.30%가 설명되었다. 둘째, 소비행복뿐만 아니라 일반적 행복을 증가시키는 소비절제는 자발적인 소비절제임이 확인되었다. 특히 재무관리를 위한 소비절제는 소비행복과 일반적 행복에 가장 큰 영향을 미치는 소비절제유형으로 나타났다. 셋째, 자발적이지만 사회적 동기가 작동하는 소비절제유형인 환경문제예방을 위한 소비절제는 소비행복과 일반적 행복의 모든 하위영역의 행복요소에 긍정적인 영향을 미치고 있는 것으로 나타났다. 특히 환경문제예방을 위한 소비절제는 부정적 정서의 경험을 낮추는데도 기여하는 것으로 나타났다. 넷째, 부분적으로 자발적이고 개인적인 동기의 선택적 소비절제 또한 소비행복을 증진시키며 일반적 행복에도 긍정적인 효과를 발휘하고 있는 것으로 나타났다. 다섯째, 비자발적이고 개인적인 동기인 경제적 부족으로 인한 소비절제는 예상하였던 바대로 소비행복을 감소시키는 것으로 나타나고 있으며, 비자발적이고 개인적인 동기가 작용하는 또 다른 유형인 강박적 소비절제는 소비행복보다는 일반적 행복에 부정적인 영향을 미치는 것으로 나타났다. 소비자의 행복에 긍정적 영향을 미치는 동기를 강화하고 부정적 영향을 미치는 동기를 감소하기 위한 전략이 요구된다. 본 연구의 결과는 자발적 동기 강화전략이 유용한데 특히 재무관리동기 부여가 효과적임을 보여주었다. 또한 사회적 동기의 유발이 소비절제의 부정적 감정을 감소하는데 중요한 기여를 할 수 있음을 시사하여 주었다. The purpose of the study was to find out anti-consumption life styles that contribute the consumers`` happiness. For the purpose, anti-consumption life styles were classified according to their motives. Consumers`` motives of reducing their consumption are voluntary or involuntary. Also, the motives are personal or social. This study assumed those motives of anti-consumption life styles would affect consumers`` happiness. In this study, consumers`` happiness included both happiness as a consumer and happiness as a human-being. For the study, an online survey was conducted using questionnaires which were developed based on the previous studies. Factor analysis and regression analysis were utilized using SPSS. Main results were as follows. First, as a result of factor analysis, eight anti-consumption life styles were classified and they explained 65.30% of total variances. Cronbach α of each anti- consumption life style was high ranged from 0.777 to 0.889. Voluntary anti-consumption life styles were (1) consumption reduction because of frugality (2) consumption reduction because of financial management (3) consumption reduction because of voluntary simplicity (4) consumption reduction because of self-production and (5) consumption reduction for environment protection. Partially voluntary anti-consumption life styles was (6) selective consumption reduction. Involuntary anti-consumption life styles were (7) consumption reduction because of economic deficiency and (8) consumption reduction because of tightwadism. Second, it was found that voluntary anti- consumption life styles positively affected consumers`` happiness as a human-being as well as a consumer. They influenced not only general consumers satisfaction and but also consumers`` autonomy and self-confidence. They increased life satisfaction and positive emotions but decreased negative emotions. Among the voluntary anti-consumption life styles, consumption reduction tendency because of financial management had the strongest positive influence on consumers`` happiness. Third, consumption reduction for environment protection was anti-consumption life style of voluntary and social motives. This tendency influenced positively consumers`` happiness. Especially it contributed consumers`` happiness by decreasing negative emotions. Forth, selective consumption reduction was partially voluntary anti-consumption life style in which consumers tried to reduce consumption but allowed a small luxury for satisfaction. The result showed that this strategy can be effective for consumers`` happiness. Especially, selective consumption reduction contributed consumers`` happiness by increasing positive emotions. Fifth, anti-consumption life styles of involuntary and personal motive, as expected, tended to affect negatively consumes`` happiness both as a consumer and as a human-being. Consumption reduction because of economic deficiency and consumption reduction because of tightwadism decreased consumers`` happiness as a human-being more than as a consumer. The strategies of reinforcing the voluntary and social motives of consumption reduction and weakening the involuntary motives are needed. The results imply that reinforcing financial management motive and environment protection motive is very effective for adjusting to new social-economic environment demanding consumption reduction.

Y세대 소비자의 소비 특성에 따른 개인 지향적 소비동기와 명품 구매행동 연구 : 중국 Y세대를 중심으로

진설음(Jin Seo Lum),김미현(Kim, Mi-Hyun) 한국문화융합학회 2020 문화와 융합 Vol.42 No.12

본 연구는 중국 경제에서 주요 소비자 계층으로 영향력을 나타내고 있는 Y세대 소비자의 소비특성이 개인 지향적 소비동기와 구매행동의 간의 상관관계에 대한 것이다. 연구방법은 이론연구와 실증 연구를 병행한다. 이론연구에서 중국 Y세대의 소비 특성, 개인 지향적 소비동기, 구매의도의 하위 요인을 유형화 하고 변수들을 설정하였다. 그리고 설문조사를 통해 가설을 검증하는 실증 연구를 하였다. 연구 결과는, 첫째, 중국 Y세대 소비자의 소비특성, 개인 지향적 소비동기, 명품 구매행동을 변수로 구성 요인과 측정 문항을 개발할 수 있었다. 둘째, 중국 Y세대의 소비특성의 관점에서 개인 지향적 소비동기 및 명품 구매행동의 상관관계에 대한 연구 모형과 가설을 설정 할 수 있었다. 셋째, 설문조사를 통해 연구 가설 H1, H2, H3을 검증 하였다. 결론에서 Y세대 소비자의 소비특성에서 주체성과 다양성은 개인 지향적 소비 동기와 상관관계를 나타났다. 그리고 중국 Y세대 소비자의 개인 지향적 소비동기에서 자아 쾌락과 자기 선물은 명품 구매행동과 상관관계가 있었고, 중국 Y세대 소비자의 소비특성에서는 주체성이 명품 구매행동과 상관관계가 있는 것으로 나타났다. This study is about the correlation between self-conscious consumption motivation and purchasing intention of Generation Y consumers, who are influential as the major consumer class in the Chinese economy. The research method combines theoretical and empirical research. In the theoretical study, the sub-factors of consumption characteristics, self- conscious consumption motivation, and purchasing intention of Generation Y in China were typified, and the variables were set. Further, we performed empirical research to verify hypotheses through a survey. The results of the study were as follows. First, we developed the factors and measurement questions, consisting of the consumption characteristics, self-conscious consumption motivation, and the intention of purchasing luxury goods as variables. Second, considering the consumption characteristics of Generation Y in China, research models and hypotheses on the correlation between self-conscious consumption motivation and intention to purchase luxury goods were established. Third, research hypotheses H1, H2, and H3 were verified through the survey. In conclusion, in the consumption characteristics of Generation Y consumers, subjectivity and diversity showed correlations with individual-oriented consumption motives. In addition, self-pleasure and self-presentation were correlated with the intention of purchasing luxury goods in the self- conscious consumption motivation of Chinese consumers in Generation Y. In the consumption characteristics of Chinese consumers in Generation Y, identity is correlated with the intention of purchasing luxury goods.

소비자의 중고거래 동기, 거래, 소비자 행복의 관계: 지속가능 소비행태 관점의 탐색

유재미 ( Yoo Jae Mee ) 한국소비자학회 2024 소비자학연구 Vol.35 No.2

본 연구는 지속가능 소비행태 관점에서, 소비자의 중고거래 동기-중고거래 이용-소비자 행복의 관계를 탐색했다. 지속가능 소비행태는 소비자가 제품 구매·사용·처분 전반에서 자원을 덜 쓰고 환경피해를 최소화하는 방향으로 소비행태를 변화시켜가는 것이다. 개인이 지속가능 행동을 하는 두 가지 동기-개인적 이익(self interest)과 도덕 규범(moral norm)-이론을 바탕으로, 개인적 이익을 위한 경제적, 오락적, 사회적 유대(social bonding) 동기와 도덕적 규범에서 비롯한 이타적 동기를 중고거래 이용의 선행변수로 탐색했다. 지속가능 소비행태는 자율적이고 주도적인 소비를 지향하는데 자기결정 이론(self determination theory)에 따르면 이는 만족과 행복을 증진시킨다. 이에, 지속가능 소비행태로써 중고거래가 결과적으로 소비자 행복을 유도하는가를 탐색했다. 소비자 행복은 소비상황(획득, 사용, 처분)에 대해 소비자가 느끼는 기쁨, 행복 등의 주관적 감정이다. 그리고 이 과정에서 소비자의 지속가능 소비성향의 조절효과를 탐색했다. 중고거래 경험자 대상의 서베이 결과, 사회적 유대 동기를 제외한 경제적, 오락적, 이타적 동기는 중고거래 이용에 유의하게 긍정적 영향을 미쳤다. 이는 소비자가 미시적 관점의 개인적 이익에 의해 중고거래를 하기도 하지만 환경, 사회문제같은 거시적 관점의 이타적 동기에 의해서도 중고거래를 하는 것을 의미한다. 그리고 중고거래 이용은 소비자 행복에 유의하게 긍정적 영향을 미쳐 중고거래가 자율적 소비 통제를 통해 소비 만족과 행복감을 줄 수 있음을 확인했다. 또한, 지속가능 소비성향이 강한 소비자일수록 이타적 동기가 중고거래에 미치는 영향이 더 크게 나타나고, 중고거래를 통해 느끼는 소비자 행복이 더 큰 것으로 나타났다. 본 연구는 소비자의 이타적 동기가 중고거래를 이끌어내는 주요 동기가 된다는 것을 확인하고 구매, 소유가 중심인 물질주의와 달리 중고거래가 주는 자율적이고 주도적인 소비 결정과 통제감 등이 소비자 행복을 증가시킬 수 있음을 확인했다. This study explored individual transaction behavior of used goods from the perspective of sustainable consumption behavior. Sustainable consumption behavior is a change in consumption behavior that uses less resources and minimizes environmental damage in the overall process of purchase, consumption, and disposal. From this perspective, based on the theory of the motivations for individuals' sustainable behavior(self-interest and moral norm), economic, hedonic, social bonding motivations were selected as self interest motivations and altruistic was used as moral norm motivation. Then the effect of each motivation on the intention to engage in transaction of used goods was explored. This study explored the effect of transactions of used goods on consumers’ happiness. Sustainable consumption behavior aims for autonomous and leading decision-making in consumption. This, according to the theory of self-determination, promotes consumer satisfaction and happiness. In addition, the moderating effect of consumers' orientation for sustainable consumption. in this process was also explored. As a result of the survey for those who have experienced transactions in used goods, economic, hedonic, and altruistic motivations excluding pro-social had a significant positive effect on the intention of used goods transactions. This suggests that consumers choose secondhand transactions for personal gain, but they also participate due to altruistic motivations such as concerns about the environment and society. In addition, the stronger the intention to trade used goods, the more positively it affects consumption happiness. The study also found that the impact of altruistic motivation on secondhand transaction was greater in consumers with strong sustainable consumption orientation. In addition, the impact of secondhand transactions on consumer happiness was greater among consumers with strong sustainable consumption orientation. This study confirmed that consumers' altruistic motivations could be one of the main drivers of used goods transactions, and that sustainable consumption behavior aimed at autonomous and leading decision-making, such as used transactions, had a positive effect on consumer happiness

윤리적 소비행동에 따른 소비자 유형분류와 윤리적 소비동기 분석

허은정,김우성 한국소비자정책교육학회 2014 소비자정책교육연구 Vol.10 No.4

윤리적 소비에 대한 사회적 관심과 중요성이 커지면서 우리나라에서도 윤리적 소비행동을 실천하는 소비자들 이점차 증가하고 있다. 소비자들이 왜 윤리적 소비행동을 하는가에 대해 통찰력을 얻기 위해서는 윤리적 소비 와 관련된 동기를 파악하는 것이 중요하다. 따라서 본 연구의 목적은 윤리적 소비행동에 따른 소비자 유형 및 윤리적소비동기 유형을 분류하고, 분류된 소비자 집단 간에 윤리적 소비동기와 인구통계학적 변수들의 차이 가 있는가를분석하는 것이다. 이를 위해 2012년 11월 온라인 리서치 업체를 통해 성인 소비자 1,000명을 대상 으로 질문지조사를 실시하여 자료를 수집하였다. 주요한 연구결과는 다음과 같다. 첫째, 선행연구에서 나타난 윤리적 소비행동 항목들과 척도를 사용하여 분석 한 결과 조사대상 소비자들은 네 개의 집단으로 분류되었다. 구체적으로 이 네 집단들은 윤리적 소비행동의 하위영역들을 중간수준으로 실천하는 집단(34.6%), 윤리적 소비행동을 가장 높은 수준으로 실천하는 집단(26.9%),윤리적 소비행동 수준이 가장 낮은 집단(10.3%), 사회적 책임을 고려한 소비행동 수준은 낮은 반 면에 절제와간소, 상거래 윤리와 같은 개인적인 소비를 강조하는 개인 및 거래윤리 실천집단(28.2%)이다. 둘 째, 소비자들의윤리적 소비 동기는 윤리적 소비와 관련된 어려움, 불편함 등의 부담을 극복하고 윤리적 소비 를 하는 동기(윤리적부담 극복 동기), 윤리적 소비를 통해 사회가 더 좋아지는데 기여하는 동기(사회적 동기), 개인적 동기로 분류되었다. 이 중에서 사회적 동기의 평균값이 가장 높고 윤리적 부담 극복 동기의 평균값이 가장 낮은 것으로 나타났다. 셋째, 소비자 집단 간 윤리적 소비동기의 차이를 분석한 결과, 높은 수준 실천집단은 3가지 윤리적 소비동기점 수가 가장 높았고 중간 수준 실천집단은 3가지 소비동기 점수가 중간수준이었다. 개인 및 거래윤리 실천집단 은사회적 동기 점수는 중간수준이었으나 나머지 동기의 점수는 낮은 반면, 낮은 수준 실천집단은 3가지 소비 동기점수 모두가 가장 낮았다. 넷째, 소비자 집단 간 인구통계학적 특성들의 차이를 분석한 결과, 높은 수준 실천집단과 중간수준 실천집단은 둘 다 기혼, 대졸이상의 교육수준, 전문사무직 및 주부의 직업군에서 높은 비율을 보였다. 반면에 개인 및 거래윤리 실천집단과 낮은 수준 실천집단은 둘 다 20대 연령층, 고졸이하의 교 육수준에서높은 비율을 나타내었다. It is important to comprehend motives related to ethical consumption behavior, in order to getthe insight on why consumers are engaged in ethical consumption behavior. The purpose of thisstudy is to classify consumer types based on ethical consumption behavior and types of ethicalconsumption motives. Second, this study aims to analyze if there are significant differences inethical consumption motives and demographic variables among the classified consumer types. Forthis study, data collection was conducted by an outside research company and data were collectedthrough internet survey questionnaires filled out by 1,000 adult consumer respondents. The important results of this study can be summarized as follows: First, this study analyzedresponses of respondents, using the items and scales found in Huh and Kim's (2012) study. The results showed that there were four distinct consumer groups in terms of ethical consumptionbehavior. Specifically, the four groups were 1) the ‘medium-level practicing group’ (34.6%) which carried out sub-areas of ethical consumption behavior on about the middle levels, 2) the‘high-level practicing group’ (26.9%), 3) the ‘low-level practicing group’ (10.3%), and 4) ‘theindividual & transaction ethics practicing group’ (28.2%) which performed relatively less socialconsumption behaviors but performed more individual or transaction-related consumption behaviorssuch as moderation & simplicity and ethics in business transaction. Second, ethical consumption motives of consumers were classified as three types (a motive toovercome ethical burden, a social motive, and an individual motive). The results showed that among the three motives, a social motive had the highest mean score and a motive to overcomeethical burden had the lowest mean score. Third, the analyses of the differences in ethicalconsumption motives among the 4 classified ethical consumer groups yielded the following results. The high-level practicing group had the highest scores in all 3 ethical consumption motives andthe medium-level practicing group had about middle scores in all 3 ethical consumption motives. The individual & transaction ethics practicing group had about middle score in a social motivebut relatively low scores in the remained motives. Finally, the low-level practicing group hadthe lowest scores in all 3 ethical consumption motives.

GLOBAL FASHION CONSUMPTION MOTIVES: A CROSS-CULTURAL COMPARISON OF APPAREL CONSUMER DECISION-MAKING CHARACTERISTICS IN THE USA, FRANCE, GERMANY AND AUSTRIA

Nina Pongratz,Sandra Diehl 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

Background & Research Objectives The ever-changing nature of fashion and multicultural consumption motives shape and challenge the contemporary global fashion world. To some extent, it has been experienced that individuals across countries engage in similar fashion movements simultaneously. Therefore, it may be assumed that there partially exists a homogenized, transnational global consumer segment when it comes to the purchase of clothing items. Nevertheless, on the other hand, there still remain several divergences in the consumption behavior of fashion products around diverse parts of the world (Yurchisin & Johnson, 2010). It is universally agreed that consumers engage in shopping with specific decision-making modes and styles which make the search for a common instrument that is able to describe the purchase orientation of fashion consumers across cultures quite problematic and challenging. Indeed, according to the buyer´s cultural backgrounds, fashion consumption motives and the benefits searched for when buying an apparel product could be very different (Tahmid, 2012).Today´s fashion consumer is characterized by a continuously evolving set of complex wants and needs that can be satisfied by a wide variety of competing alternatives (Pandey & Dixit, 2011). The different aspirations and motivations which consumers express are generally shaped by various shopping outcomes which they are prone to achieve (Yurchisin & Johnson, 2010).Motivation is described as an internal state that activates goal-oriented behaviour. It refers to the processes that lead people to behave as they do. It occurs when a need is aroused that the consumer wishes to satisfy. The need creates a state of tension that drives the consumer to attempt to reduce or eliminate it. This need may be utilitarian (i.e., a desire to achieve some functional or practical benefit) or it may be hedonic (i.e., an experiential need, involving emotional responses or fantasies). Marketers try to create products and services to provide the desired benefits and help the consumer to diminish this tension (Solomon, 2013).It is advocated that fashion consumption is made up of two major categories of drivers, namely social consumption motives and individual consumption motives which both represent psychological determinants. Those psychological factors influencing apparel purchase behavior can be separated into rational, emotional (perceptional) and patronage motives (Diamond, 2005). Rational motives replicate a pragmatic orientation, such as quality- or price consciousness in purchase behavior. In contrast, emotional drivers include, amongst others, motivations linked to physical vanity and fashion consciousness, adventure-, gratification- and pleasure seeking, materialism, status and conspicuousness, impulsive and compulsive consumption. Patronage motives, on the other hand, reflect habitual buying and for instance are connected to brand-consciousness and store loyalty (Diamond, 2005). By profiling international apparel consumers based on their individual decision-making styles and modes, more meaningful ways to identify and understand different cross-cultural customer segments are offered. As a result, fashion industries are able to target each customer segment with more focused marketing-strategies, based on their motives and aimed-for benefits linked to purchasing clothing products.This topic raises a number of important questions for researchers and practitioners. To the authors´ knowledge no empirical contributions to compare and contrast prevalent motives of apparel consumption in Western nations exist. Hence, in order to fill this research gap and broaden this important research area, this explorative study focuses on the identification and discussion of similarities and differences in buying characteristics between the USA, France, Germany and Austria by analyzing valuable motives that have not yet been empirically examined in a cross-cultural fashion context. Methodology Starting with a review of existing literature regarding generic consumer decision making motives, like e.g. Sproles & Kendall (1986), Mokhlis (2009) and Hiu, Siu, Wang & Chang (2001), an initial classification into rational, emotional and patronage motiveswas undertaken for the field of fashion, which later on was expanded using the results of a qualitative pre-study conducted with 50 interviewees in New York to gain first insights as a basis for the proximate, main empirical research. In compliance with triangulation theory in social science (see e.g. Cohen & Manion, 2000), which advocates data collection from manifold sources, a combination of quantitative and qualitative research was carried out in the core study, consisting of expert interviews and an online consumer survey. Due to a lack of existing literature foundation, the main research is explorative and not based on specific hypotheses. In the first section, a qualitative analysis of the mentioned motives was done using NVivo on the grounds of 16 expert interviews with fashion marketing communication and design experts in the four research countries. The second part of the empirical study was conducted via a quantitative consumer survey, to enable a Web based questioning through Lime Survey. To minimize possible language barriers, the questionnaire was delineated in three languages, translated from English into French and German by bilingual professionals in order to ensure best possible quality, precision, accuracy, reliability and validity of the empirical study. For this specific type of quantitative research, a stratified random sampling procedure was applied. Altogether, 693 individuals (482 female and 211 male subjects) participated in the online survey, 174 in USA, Germany and Austria respectively, and 171 in France. The total non-student sample included participants with a mean age of 28.4 years. Subjects were asked to evaluate 22 rational, emotional and patronage motives derived from literature and the pretest on a 7 point Likert scale. Cross-cultural similarities and differences were revealed throughout the examination process. An analysis of variance (one-way ANOVA) on the mean values and a subsequent Post-Hoc Tukey Test disclosed significant variations between the four nations for 15 out of the 22 tested motivational determinants influencing fashion consumption behavior. In a first step, the authors refrained from using a factor analysis, in order to retain more detailed information. Findings demonstrate that American consumers pay the most attention towards price-value relations and cheap deals, compared to the remaining countries. They additionally consider quality attributes the least when deciding upon which fashion products to buy. In contrast to the other nations, American consumers are most pragmatically oriented when deciding upon which apparel items to purchase. Furthermore, they engage the least in spontaneous clothes shopping in the spur of the moment. An investigation of the preferred brand segments per country supported these outputs by highlighting the statistic that American consumers buy significantly less apparel from the upper-middle price segment than Austrian, German or French consumers. Accordingly, in comparison to the other nations, American consumers purchase the most value/discount fashion. Moreover, outcomes illustrate that French consumers have a higher tendency of buying garments from the same stores and boutiques than Austrian and German consumers. Correspondingly, Austrian and German consumers feel significantly less confused by over-choice of apparel offerings than French consumers. To that effect, in terms of country of origin being a characteristic that impacts fashion consumption, findings prove that French consumers value national heritage of clothing more than Austrian and German consumers. Indeed, they tend to also pay more attention to buying apparel that originates from the home country. Outcomes further pinpoint that compared to Austrian and German consumers, Americans and French utilize fashion significantly more to make a positive impression on others, feel socially belonging and accepted as well as to be part of a reference group. In contrast to Austrians and Germans, Americans are more likely to adjust their wardrobe to the specific expectations and norms of their working environments. In addition, results indicate that French consumers devote more consideration towards dressing in accordance to their job conventions than Austrian and German consumers. Interestingly, Austrian and German consumers value physical vanity significantly more than American and French consumers. French consumers, however, employ fashion the most as a means of boosting satisfaction with one´s self-image, compared to the other research nations. Detailed results of the empirical study will be thoroughly discussed in the presentation in order to explicitly highlight specific common and divergent archetypes and patterns between the research countries. Additionally, final key outcomes, in-depth implications as well as limitations and directions for future research will be addressed in the conference.

THE INFLUENCE OF TWO FUNDAMENTAL FACTORS ON CONSPICUOUS LUXURY CONSUMPTION

글로벌지식마케팅경영학회 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

In real life most are searching for ways to pursue happiness through positive affirmation from others. This practice includes conspicuous luxury consumption in capitalist societies. Veblen Thorstein critically describes this construct as lavishing money on unnecessary evident goods as a means to gain social status and recognition from others (Veblen, 1899). Following Veblen, researchers have examined various antecedent and consequent factors of conspicuous luxury consumption behaviour from broad research streams such as power, social class, culture and materialism (e.g., Berger & Ward, 2010; Han, Nunes, & Drèze, 2010; Lee & Shrum, 2012; Rucker & Galinsky, 2008, 2009; Sivanathan & Pettit, 2010; Wang & Griskevicius, 2014). Though research on conspicuous luxury consumption has received great attention over the past decade, and previous research discovered how various factors affect conspicuous luxury consumption, the ways in which core factors influence conspicuous luxury consumption are still not well understood. In this research, we revealed two important factors; self-focus versus other-focus and self-transformative versus self-expressive motivation. In multiple experiments, the major dependent variable is the logo size of luxury brands, which is generally accepted to reflect the conspicuous consumption intentions of the purchaser. This research reveals the following two important findings. First, individuals have a greater desire for conspicuous luxury products when they focus more on others than themselves, because of brand logo visibility of luxury consumption. This is because focusing on others makes individuals more concerned about others’ opinions of them and social criticism (Fenigstein, Scheier, & Buss, 1975), thus leading individuals to gravitate towards the products that can guard against potential social criticism. This in turn, makes other-focused individuals place more value than self-focused individuals on conspicuous luxury products that have socially favourable indicators. Secondly, the current research shows that individuals who are motivated to transform themselves into the person they wish to be prefer conspicuous luxury products more than those who are motivated to express their actual selves. This is because conspicuous luxury products are highly associated with an ideal self. The current research offers several important contributions. First, the studies reported here will enrich the extant conspicuous luxury consumption literature by unveiling the fundamental motivations lying behind the various factors that have been shown to influence conspicuous consumption in previous research (e.g., Lee & Shrum, 2012; Rucker & Galinsky, 2008, 2009). Second, the findings of this research highlight ways to attenuate conspicuous luxury consumption that affect the happiness of individuals; the self-focused and self-expression. Consequently, this research’s findings advance understanding of luxury consumption as most research has focused more on antecedents that increase conspicuous luxury consumption behaviour (e.g., Lee & Shrum, 2012; Sivanathan & Pettit, 2010; Wang & Griskevicius, 2014) than factors that decrease conspicuous luxury consumption behaviour (Stillman, Fincham, Vohs, Lambert, & Phillips, 2012).