소비유형별 체험특성과 소비성과의 관계

김분태,김홍배 한국자료분석학회 2012 Journal of the Korean Data Analysis Society Vol.14 No.4

Using survey data, this paper explores how consumption experience affects consumption performance when consumption types are different, such as pleasure, aesthetics, economic value and escapism. As a result, it was found that each of dimensions of consumption experience does have the different impacts on consumption performance, and it changes depending on types of consumption. Escapism is dominant in art and leisure service which is not daily-life connected like wholesale business, large and comprehensive retail business, or financial support services. Economic value is important in financial support services, department store, art and leisure, and sports and entertainment services but not in wholesale business. Pleasure is well experienced in art, entertaining businesses not in wholesale business. Aesthetics is high in department store, low in wholesale business. For total industry, consumption to maintain a daily-life, specialized, and service-centered, economic value plays main role in consumption performance. Following results, management needs to develop different dimensions of consumption experience to the types of consumption. 본 연구는 소비자 설문조사로 수집된 자료를 바탕으로 소비체험의 각 특성과 소비성과의 관계 및 소비유형에 따라 소비체험의 구체적인 특성이 소비성과에 미치는 상대적인 영향력을 평가하였다. 분석결과에 따르면, 소비체험은 일상탈피, 경제가치, 즐거움, 심미감으로 구분되며, 일상탈피는 예술여가서비스에서 잘 경험되는 반면에, 일상생활과 관련된 소비유형에서는 낮게 나타났다. 금융서비스, 백화점, 스포츠오락서비스, 예술여가서비스에서는 경제가치가 높은 반면, 종합도매에서는 낮고, 즐거움은 예술여가서비스, 스포츠오락서비스에서 높게 체험되지만, 재래시장, 종합도매에서는 낮았다. 심미감은 백화점에서 가장 높고, 종합도매에서는 가장 낮았다. 전 산업에 대해 그리고 일상생활의 유지목적, 전문성과 서비스 특성이 강한 소비유형에서 경제가치의 영향력이 크며, 유희, 여가 등의 목적, 특정 제품범주의 제품을 소비할 때 심미감이 중요하였다. 백화점의 경우, 경제가치 외에 유일하게 즐거움 체험이 중요하였으며, 스포츠오락서비스의 경우, 심미감과 함께 일상탈피 체험이 소비성과에 중요하게 작용하였다. 결론적으로 소비유형별 체험관리의 필요성과 이를 통한 소비성과 증대의 방안을 고려할 필요성을 발견하였다.

1970년대 정부의 반(反)소비 정책과 소비자 행동에 대한 연구

이종현 ( Yi Jong-hyun ) 역사문제연구소 2012 역사문제연구 Vol.16 No.2

The Korean government repressed consumption through various ways to invest capital to manufacturing sector in the 1970s. Firstly, it used various kinds of economic policies like taxation and financial system. It has enforced the value-added tax and the special excise tax system in 1977. The latter has been levied on a lot of luxuries to mitigate regressive character of the former. Psychological pressure or uncertainty from the new consumption tax greatly influenced the consumption environment. An example of conflict was the collective closing down of about seven hundred shops as form of resistance to the tax system in Pyounghwa Market in October 1977, which was one of the biggest traditional markets in Korea. The consumer price index (CPI) also rose gradually after the imposition of the value added tax. While the CPI increased at moderate rate in the third quarter of 1977 when the tax was introduced due to close regulation of the government, it increased rapidly after that. Secondly, the government hardly permitted loans to households and strongly induced long term savings with the incentive of higher interest rates. In fact, most households only had savings but had no right to get a loan at all in the 1970s. Therefore, finance for consumption was unthinkable in the 1970s. Thirdly, the Korean government imposed, sometimes, even specific measure to repress consumption. One of the representative ones was the prohibition of the gift-voucher which was enforced in December 1975. It had an especially severe impact on department stores because about 35 per cent of their sales was generated through gift-voucher. The Korean government used various social policies to repress consumption as well. The Saemaul movement was one of the most representative campaigns to regulate the social atmosphere in the 1970s. While in the very beginning it was a campaign to develop rural districts, gradually it changed into a campaign for spiritual reform as it expanded to various types of organisations in Korean society, such as companies and urban districts. The establishment of the `Day of Savings` was also deeply related to the social policy which encouraged frugality and savings. The Day of Savings was established in 1964 by presidential decree with the goal of inculcating the importance of saving upon the Korean people and then was commemorated by the government since 1973. The Day of the Savings was also the day when a national hero or heroine was announced as a `King/Queen of Savings of the Year`. Whenever it was announced, newspapers usually carried a special interview with the national hero or heroine. Most of the narratives were preter-human. The Korean government paid particular attention to education of children in school about frugality because this could then be expanded to social education through their family. Education supervisory institutes informed each school of the educational goals of diligence and frugality, and most primary and secondary schools had no alternative but to follow the direction of these institutes, which had the power to appoint and dismiss their staffs. In addition to such varied policies for repression of consumption, the government imposed serious penalties against over-consumption and the consumption of luxury goods, as a means of strengthening its policy. The Korean government often carried out tax investigations on companies or people, and the results were announced in newspapers and broadcast systems during the 1970s and 1980s. In this social atmosphere, Korean consumption behavior was limited by social pressure at both the conscious and unconscious level. The Korean government went further and repressed the retail industry to control consumption. One of the most important characteristics of the retail policies of the 1970s was that it focused mainly on price stability, instead of supporting development of the industry. The retail industry was completely excluded from support by the industrial policy with taxation and finance while manufacturing sector was boosted up by tax exemption and specially lower interest rates. Under this condition, the retail industry could not develop in accordance with economic growth in the 1970s. This implied that Korean consumers were deprived of their various opportunities for consumption with which the retail sector, as a place of consumption, could provide at that time. As result of these policies, Korean consumers were more frugal in the 1970s than in other periods in periodic comparison. In international comparison, they were much more frugal than the consumers in Latin American developing countries with the same level of income. This article is the first of its kind which mainly focuses on the relationship between developmental policy and consumption repression even though some scholars have shown interest in the regulation of the consumer goods industry as a way of support for the manufacturing sector. This may be closely related to the fact that the Korean economy is a successful example of export-led growth. Because of this, most research relating to the Korean economy in the 1970s, has focused on industrial policy to invest in manufacturing sector. Therefore, it will fill the gap in the Korean economic history. It would also become a basis of research to examine consumers in the 1980s who have become more important in terms of both social and of economic status. In general it is said that Korean consumers have been aggressive and enthusiastic since the late 1980s. Such characteristics of consumers may be related to condition of consumption in the 1970s as well as in the 1980s because all consumers are historical consumers. In other words, the characteristics of the 1980s should be examined through those of the 1970s. Consumption repression by the government entailed similar pattern of consumption regardless of income level or location. Most Korean consumers consumed similar goods in similar traditional market without discrimination. This phenomenon could have affected social dynamics, which will need further research.

Covid-19에 의한 피부변화가 화장품 소비 형태에 미치는 영향: 20~50대 성인 남녀를 중심으로

김태희,최미옥 한국미용학회 2023 한국미용학회지 Vol.29 No.2

Since Covid-19, it has emerged with economic and psychological damage as a policy to curb virus fear and infection worldwide. In addition, the aesthetic industry is shrinking consumers' expectations and consumer sentiment due to the lockdown policy, and the demand for related cosmetics products is decreasing. As Covid-19 continues, as schools conduct online classes and companies conduct telecommuting, our daily lives are gradually changing to a non-face-to-face, untact method. In addition, due to this change in lifestyle, the untact method of the New Normal era is expanding online rather than offline, and as it is mandatory to wear a mask when going out, skin changes and cosmetics consumption changes affect consumer sentiment, skin changes, and cosmetics consumption patterns. This study was conducted to derive the following results. First, the difference in the type of cosmetics consumption according to the general characteristics of the survey subjects was significant in the type of practical cosmetics consumption according to sleep time and skin type. As for the sleep time, respondents who slept for more than 8 hours in order of 7 hours, 5 hours, 6 hours, and 8 hours or more had the lowest practical cosmetics consumption type. As for the skin type, the practical cosmetics consumption type of sensitive skin was the highest in the order of sensitive skin, acne skin, neutral skin, other, oily skin, complex skin, and dry skin, and the practical cosmetics consumption type of dry skin was the lowest. The difference in the form of hedonic cosmetics consumption according to skin type was significant, and the form of hedonic cosmetics consumption was high in the order of sensitive skin, complex skin, neutral skin, acne skin, oily skin, and other dry skin. Second, the correlation between skin change and cosmetic consumption pattern was high in the order of skin trouble, deterioration of dead skin condition, deterioration of moisture condition, and deterioration of oil condition. Third, the effect of skin change on cosmetic consumption patterns is found to have a significant effect on practical cosmetic consumption in the order of skin trouble, deterioration of moisture condition, and deterioration of oil condition. The effect of skin change on the form of pleasure cosmetics consumption was found to have a significant influence on the form of pleasure cosmetics consumption, which means that the more severe the skin trouble of skin change, the higher the form of pleasure cosmetics consumption. Therefore, the results of this study showed that hedonic consumption decreased and practical consumption increased compared to before Covid-19, indicating that skin change due to Covid-19 affects cosmetics consumption. However, this study conducted a survey on the effect of cosmetic consumption patterns and skin changes on cosmetic consumption patterns caused by Covid-19, so there will be limitations in generalizing. Therefore, it is expected that future research should be conducted in-depth to accurately determine the correlation between the consumption form and skin change caused by Covid-19 as various factors related to various variables.

소비의 외부성과 비합리적 소비, 어떻게 이해하고 가르칠 것인가?

오영수 ( Youngsoo Oh ) 한국경제교육학회 2020 경제교육연구 Vol.27 No.3

현대 경제학에서 합리적 소비는, 합리적 선호로 무장한 소비자가 주어진 예산제약하에서 재화로부터의 효용을 극대화하기 위한 조건을 만족시킬 때 달성된다. 이에 비해 우리의 학교경제교육에서는, 이러한 효용극대화 조건이 적용될 수 없는 소비의 외부성이나 투기적 수요는 암묵적으로 비합리적 소비와 가까운 것으로 간주되어온 경향이 있다. 본 연구는 학교경제교육에서 중요한 비중을 차지하는 비합리적 소비의 개념을 보다 명확히 하기 위하여, 다양한 소비의 외부성을 소비의 합리성이라는 관점에서 이론적 및 실증적으로 검토하였다. 이를 통해 소비의 비합리성은 소비의 외부성과 같이 특정 유형의 소비를 기준으로 판단할 것이 아니라, 과정의 계획성과 일관성에 초점을 맞추어 판단해야 할 문제라는 인식하에, 실제로 청소년들이 소비의 외부성과 비합리적 소비에 대해 어떤 인식을 가지고 있는지를 조사하였다. 설문 결과 청소년들은 밴드왜건효과나 스놉효과, 그리고 베블렌효과 등에 대체로 합리적이라는 인식이 우세한 반면, 사전에 계획과 준비가 부족한 과소비와 충동소비에 대해서는 비합리적 소비로 인식하는 경향이 나타났다. 시대가 변해감에 따라 신세대들의 소비경향과 환경에도 많은 변화가 나타나고 있는 만큼, 이러한 점들은 향후의 경제교육에 참고되어야 할 것으로 사료된다. Rational consumption in modern economic theory is summarized as one simple phrase, i.e. ‘utility maximization under budget constraint’. However, this rule only matters with regard to ‘functional demand’ which means the demand for the good’s own utility. In various types of consumption in real world, however, our utility from consumption comes from not only goods taken but also other things such as external effects of consumption. This paper finds the essence of irrational consumption not in the types of consumption but in the process of consumption behavior. What is important in the rational consumption are degree of planning, calculation, consistency in internal preference and consumption behavior. Facts from survey for high school students are as follows; first, students recognize most of consumption externalities as rational behavior, which are contrary to the conventional recognition in school economic education. However, students admit the irrationality of excessive consumption and impulsive spending behavior, which are typical examples of unplanned, uncalculated, and capricious consumption behavior.

의복 구매 의사 결정에 관련된 소비 비젼에 관한 연구

박은주 服飾文化學會 2002 服飾文化硏究 Vol.10 No.4

The purpose of this paper is to examine the characteristics of consumption vision related to the apparel buying decision-making. They propose that consumers form mental images of future consumption situations and that these consumption visions influence their decision-making. Consumers can imagine themselves consuming apparel products and experiencing the consequences of this consumption. By imagining the likely outcomes, they are able to identify the salient characteristics of each alternative and develop beliefs about their outcomes. Also, they can experience affective reactions to the outcomes they imagines. In this way, they form the cognitive and affective basis for their preferences and construct several consumption visions in the apparel buying decision-marking. A consumption vision is "a visual image of certain product-related behaviors and their consequences....(they consisted of) concrete and vivid mental images that enable consumers to vicariously experience the self-relevant consequences of product use"(Walker & Ilson, 1994) We conducted unstructured, depth interviews with 9 groups participating 48 students at universities located in Busan, based on the results of previous studies. The results show that consumption visions related to the apparel buying decision-making are characterized as self-image, reactions of others, affection and mood, visual imagine, and self-satisfaction. By constructing consumption visions based on the various perspectives, consumers are influenced in the apparel buying decision-making. Many subjects reported experiencing positive affect when imagining positive outcomes of product use. Other subjects mentioned using consumption visions for purely hedonic reasons. With no intention of purchasing apparel products, consumers may evoke consumption visions to escape from the daily life, to fantasize and daydream about pleasurable consumption situations, and to enhance the mood. That is, the consumption vision related to the apparel buying decision-making helps consumers anticipate an uncertain future and make the purchase of apparel products, consumers may evoke consumption visions to escape from the daily life, to fantasize and daydream about pleasurable consumption situation, and to enhance the mood. That is, the consumption vision related to the apparel buying decision-making helps consumers anticipate an uncertain future and make the purchase of apparel products.

가구 부문의 주거·교통 에너지 소비구조 분석에 관한 연구

노승철,이희연 한국지역학회 2013 지역연구 Vol.29 No.2

Understanding energy consumption structure of the household sector is vital for strategies to reduce energy consumption. The purpose of this study is to analyze the energy consumption structure of the household sector. This study examines the structural relation among factors that affect the household energy consumption per capita using partial least squares-structural equation modeling. This paper empirically examines the effects of household characteristics, housing characteristics, transport infrastructure and urban characteristics on household energy consumption in 81 cities for the year 2010. The results of PLS-SEM show that various consumption factors interact with each other both directly and indirectly affecting residential and transportation energy consumption. This study has quantified the significance of consumption factors for household energy consumption using path coefficients and effect size coefficients. The estimated parameters exert a significant indirect as well as direct influence on energy consumption, showing that it is particularly important to understand indirect relationships through path analysis. High density urban characteristics do not have a direct effect either on residential and transportation energy consumption. The indirect effect, however, is significant and negative, which suggests that urban characteristics affects residential and transportation energy consumption through other paths, such as influencing housing characteristics and transport infrastructure. 지역 간 가구 부문의 에너지 소비 격차는 중요한 이슈가 되고 있으며, 가구 부문의 에너지 소비구조에 대한 이해는 에너지 소비 저감 전략을 수립하는데 있어서 매우 중요하다. 본 연구는 가구 부문의 에너지 소비구조를 분석하는데 목적을 두었으며, 가구 부문의 에너지 소비에 영향을 주는 요인들 간의 관계를 분석하기 위해 부분최소자승-구조방정식 모형을 활용하였다. 2010년도 81개 시를 대상으로 하여 가구 부문의 에너지 소비에 미치는 영향력을 모형을 통해 추정 한 결과 가구의 에너지 소비행태 특성, 주택의 에너지 효율성 특성, 교통기반시설 특성, 도시 특성들은 모두 서로 상호작용하면서 직‧간접적으로 주거 에너지와 교통 에너지 소비에 영향을 미치는 것으로 나타났다. 또한 에너지 소비요인들의 상대적 영향력을 경로계수와 효과지수를 통해 분석한 결과 간접경로를 통한 영향력도 매우 중요한 것으로 나타났다. 특히 고밀도의 도시 특성은 주거 에너지와 교통 에너지 소비에 직접적인 영향을 주지는 않으나 가구의 에너지 소비행태 특성, 교통기반시설 특성, 자가용 이용 특성 등에 영향을 줌으로서 간접적으로 에너지 소비 감소에 긍정적인 영향을 미치는 것으로 나타났다.

소비자의 긍정적 행동에 대한 처리유창성과 인간가치의 효과와 소비비전

최낙환 한국마케팅관리학회 2010 마케팅관리연구 Vol.15 No.2

Mere exposures to a target render the target more readily accessible in memory and the ease with which consumers identify and recognize the target is enhanced due to this increased accessibility, which is referred to as processing fluency. Processing fluency may be conceptual or perceptual in nature. Perceptual fluency reflects the ease with which consumers process physical features of the target and conceptual fluency reflects the ease with which the target comes to mind and the meanings of the target are processed. And symbolic meanings of the target tend to be evaluated based on their human value content. Consumers consider the symbolic meaning and the association of the target. When the target symbolizes a human values that they support, the congruency results in favorable evaluation of the target and a stronger intent to purchase it. Above suggestions of existing researches show the direct effect of processing fluency and congruency between symbolic meanings and personal human values(value-congruency) on product or brand evaluation and purchasing intention. But when constructing consumption visions which consist of a series of vivid mental images of consumption-related behaviors and their consequences, consumers imagine themselves acting the major role in a tentative future consumption situation. Consumption visions are not merely self-relevant images of the future, but also are visions of the self experiencing the outcomes of those consumption behaviors. By envisioning the consumption of a product or brand, the consumer may better predict the consequences of actual consumption of the product or brand. In this way, consumption visions may make it easier for consumers to anticipate that in the future actual consumption will occur. Thus, consumption visions may energize consumers to work to engage in actual consumption of the product. Further, consumption vision construction may be facilitated in an advertising context by including certain advertising variables within the ad itself. As such, the focus of this study will investigate consumption vision as a mediator between processing fluency, value-congruency and purchasing intention. In this research, I examine the mediating roles of consumption vision on the effects of processing fluency and value-congruency on the intent to purchase the target. To achieve the goal of this study, I put direct effect hypotheses and indirect effect hypotheses into the model together, and select a well-known product(family restaurant) as the target product. And to minimize the variance in the baseline processing fluency of the product across the participants I use the restaurant brand Harvester which is not available in Korea. And I make four types of scenarios and story boards which are different from each other in the respects of levels of conceptual fluency and perceptual fluency. Four types of scenarios and story boards consists of high conceptual fluency and high perceptual fluency, high conceptual fluency and low perceptual fluency, low conceptual fluency and high perceptual fluency, low conceptual fluency and low perceptual fluency. In order to appraise that consumers discern the message of each type of scenario and story board as researcher intended, pretesting is conducted. The main survey is executed after story boards and scenarios are reconstructed on the basis of the above procedure and scales to measure the constructs are developed. I collected 220 questionnaires from the four groups of 55 undergraduate students. With rejecting 15 problematic questionnaires, I analyzed 205 questionnaires. The results of testing hypotheses indicate that four of the six hypothesized paths are supported. Value-congruency is related significantly to purchasing intention(γ =.11, p<.01). And Perceptual fluency is also related significantly to purchasing intention(γ =.40, p<.01). But conceptual fluency is not related significantly to purchasing intention(γ =.14, p>.05). Consumption vision is rel... 능동적인 미래소비의 예상되는 소비과정과 결과가 소비비전에 의하여 형성되고 또 이러한 소비비전이 제품이나 브랜드의 평가와 구매의도에 영향을 미친다는 관점에서 개념적 유창성 및 지각적 유창성과 가치부합성이 소비비전을 통하여 제품이나 브랜드의 구매의도에 미치는 간접효과를 연구할 필요가 있다. 이 연구는 기존 연구에서 탐색된 직접효과와 소비비전을 매개로 한 간접효과에 관한 가설을 탐색하고 직접효과가설과 간접효과가설을 모두 투입하여 연구모형을 설정하였다. 그리고 개념적 유창성의 고저와 지각적 유창성의 고저로 구분하여 4개 유형의 시나리오와 스토리보드를 만들었다. 각 구성개념별로 설문을 개발하고, 레스토랑 Harvester를 실험대상으로 선정하고, 대학생을 대상으로 한 205부의 설문지를 분석하여 직접효과와 간접효과를 탐색하였다. 가치부합성과 지각적 유창성은 구매의도에 대한 직접효과가 있었으며, 소비비전을 통해서 구매의도에 긍정적 영향을 미치는 간접효과도 탐색되었다. 그런데 개념적 유창성에는 직접효과와 간접효과가 모두 없는 것으로 나타났다. 이러한 개념적 유창성의 비유의적인 분석결과는 피험자들에게 사전에 노출된 경험이 없는 레스토랑 Harvester가 실험대상이었다는 점에서 근거를 찾을 수 있다. 즉 시나리오와 스토리보드에서 사전 지식의 부족으로 Harvester에 대한 개념적 예측성이 떨어진 데에 근거가 있다고 볼 수 있다.

A Study on Factors Promoting Green Consumption through Decision Tree Analysis

Ruxia Ji,박상도 한국유통경영학회 2024 유통경영학회지 Vol.27 No.2

Purpose: This study aims to analyze the factors promoting green consumption among Chinese consumers. Based on previous research, it utilizes analytical/ predictive techniques to identify the factors that significantly influence the shift towards green consumption behaviors among Chinese consumers. Research design, data, and methodology: To analyze the green consumption behaviors of Chinese consumers, factors influencing green consumption were identified through a review of existing literature, followed by an analysis of recent policies related to green consumption in China. This study employs the decision tree model f or analysis, u sing the CHAID algorithm, known f or i ts p redictive power, after conducting surveys to collect data suitable for the model and validating their reliability and validity. Results: The most significant factor affecting green consumption behaviors among Chinese consumers was found to be ‘trust in green products,’ followed by ‘self-efficacy.’ It was observed that groups with high self-efficacy showed an increase in green consumption up to 82.5%. The third key factor identified was ‘policy awareness,’ with groups scoring high on all three factors exhibiting green consumption behaviors over 86%. Conversely, groups scoring low on these factors showed a 84% likelihood of not engaging in green consumption behaviors. Implications: To encourage green consumption among Chinese consumers, it is essential to enhance trust in green products, particularly through eco-friendly efforts across the product lifecycle. Additionally, policy incentives and penalties must effectively drive the transition to green consumption. It is anticipated that green consumption will spread societally when producers increase trust in green products, individuals foster positive perceptions and utility of green products, and governments utilize various policy instruments.

이타적 소비의 이면: 자기 이익과 타인 이익 추구의 균형 맞추기

성영신,민승기,강정석 한국소비자·광고심리학회 2013 한국심리학회지 소비자·광고 Vol.14 No.4

Past studies suggest that altruistic (vs. egoistic) consumption in a preceding purchase situation can be negatively associated with altruistic (vs. egoistic) consumption in the subsequent purchase situation, which results from moral-self concept regulation. The goal of this study was thus to examine whether pursuing others’ (vs. one’s own) benefits in a preceding consumption situation can decrease (vs. increase) altruistic consumption in the subsequent purchase situation. In addition, the study investigated the effect of prior altruistic (vs. egoistic) consumption and altruism on the subsequent altruistic consumption. The results indicated that when the participants pursued their own benefits (vs. others’ benefits) in a preceding consumption situation, they were more likely to pursue others’ benefits (vs. their own benefits) in the subsequent consumption situation. However, there was not a significant difference of satisfaction on their decisions between two prior consumption conditions (pursuing their own benefits vs. others’ benefits). As participants were altruistic, they tried to pursue others’ benefits in the subsequent consumption situation at the aggregate level. Interestingly, when participants considered others’ benefits in a preceding consumption situation, their altruism was positively associated with the degree to which they tried to pursue others’ benefits in the subsequent consumption situation. By contrast, participants’ altruism was not related with the degree to which they tried to pursue others’ benefits in the subsequent consumption situation when they considered their own benefits in the preceding consumption situation. 기존 연구들은 이타주의와 같은 개인차 변인 이외에 도덕적 자기 개념의 조절 효과 때문에 이전 구매경험의 이타성 추구 여부에 따라서 후속 이타적 소비행동 여부가 결정될 수 있다고 제안한다. 이에 본 연구는 연속되는 두 소비상황에서 자기 자신의 이익을 고려하는 구매결정과 불특정 타인의 이익을 고려하는 구매결정이 서로 어떤 영향을 미치는지를 알아보았다. 또한 이전 구매경험의 이타성 고려 여부와 이타주의가 후속 소비상황에서의 이타적 구매결정에 어떤 영향을 미치는지도 알아보았다. 본 연구 결과에 의하면, 선행 소비상황에서 자기 이익을 고려한 구매결정(자기의 이익 고려 조건)을 하면 타인 이익을 고려한 구매결정(타인의 이익 고려 조건)을 하는 경우보다 후속 소비상황에서 타인 이익을 더 많이 추구하는 것으로 나타났다. 반면 선행 소비상황에서의 자기 자신 또는 타인 이익의 고려에 따른 후속 소비상황에서의 구매결정에 대한 만족도는 차이가 없는 것으로 밝혀졌다. 또한 이타주의가 강할수록 후속 소비상황에서 타인 이익을 더 많이 추구하는 것으로 나타났다. 본 연구는 선행 소비상황에서의 이타성 추구 여부에 따라서 이타주의와 후속 소비상황에서의 타인 이익 추구 정도 사이의 관련성이 달라진다는 흥미로운 결과를 얻었다. 즉, 자기 자신의 이익을 고려하는 선행 소비조건에서는 이타주의와 후속 소비상황에서의 타인 이익의 추구 정도가 서로 관련성이 없었지만, 타인 이익을 고려하는 선행 소비조건에서는 둘 간의 정적인 관계를 발견하였다.

윤리적 소비와 소비가치의 관계에 대한 소비자 인식 변화: 소셜 빅데이터를 활용한 윤리적 소비와 소비가치의 키워드 변화 분석을 중심으로

신은정,고애란,Shin, Eunjung,Koh, Ae-Ran 대한가정학회 2021 Human Ecology Research(HER) Vol.59 No.2

The purpose of this study was to analyze big data to identify the sub-dimensions of ethical consumption, as well as the consumption value associated with ethical consumption that changes over time. For this study, data were collected from Naver and Daum using the keyword 'ethical consumption' and frequency and matrix data were extracted through Textom, for the period January 1, 2016, to December 31, 2018. In addition, a two-way mode network analysis was conducted using the UCINET 6.0 program and visualized using the NetDraw function. The results of text mining show increasing keyword frequency year-on-year, indicating that interest in ethical consumption has grown. The sub-dimensions derived for 2014 and 2015 are fair trade, ethical consumption, eco-friendly products, and cooperatives and for 2016 are fair trade, ethical consumption, eco-friendly products and animal welfare. The results of deriving consumption value keywords were classified as emotional value, social value, functional value and conditional value. The influence of functional value was found to be growing over time. Through network analysis, the relationship between the sub-dimensions of ethical consumption and consumption values derived each year from 2014 to 2018 showed a significantly strong correlation between eco-friendly product consumption and emotional value, social value, functional value and conditional value.