지각된 외모차별과 과시적 소비의 관계: 자아존중감과 사회비교성향의 매개효과 및 지위욕구의 조절효과

조현영 ( Cho Hyun Young ),이진석 ( Lee Jin Suk ),신홍섭 ( Shin Hongsub ),전승우 ( Chun Seungwoo ) 한국소비자학회 2019 소비자학연구 Vol.30 No.4

본 연구는 지각된 외모차별과 과시적 소비의 관계를 조사했다. 한국 사회에서 외모 매력도는 삶의 다양한 분야에서 중요하게 여겨지기 때문에 외모로 인해 부당한 차별을 겪는 경우도 적지 않게 발생한다. 이처럼 뚜렷한 사회 현상 중 하나인 지각된 외모차별의 영향을 소비 영역에서 살펴본 연구는 드물다. 본 연구는 지각된 외모차별이 과시적 소비와 긍정적으로 연관되어 있을 가능성을 조사했다. 구체적으로, 외모차별을 크게 지각하는 개인일수록 낮은 자아존중감의 형태로 나타나는 심리적 위협을 경험할 가능성이 커질 것이라고 예측했다. 이어서, 이러한 심리적 위협을 겪은 개인은 자신의 우월한 측면을 찾기 위해 타인과 자주 비교하게 되고, 본인의 우월함을 드러내고 싶은 욕구에 따라 높은 과시적 소비 성향을 보일 것으로 예측했다. 또한, 자아존중감과 사회비교 성향의 이중매개 효과는 지위상승 욕구가 높은 경우에만 관찰될 것이라는 가설을 세웠다. 209명의 참가자를 대상으로 각 변인들을 측정하는 설문조사를 실행한 결과 본 연구의 모든 가설은 지지되었다. 즉, 외모차별을 겪었다고 크게 지각하는 개인일수록 과시적 소비 성향이 증가했고, 이 두 변인의 유의한 정적인 관계는 자아존중감과 사회비교 성향에 의해 매개되었다. 이 매개효과는 참가자의 지위욕구가 높은 경우에만 유의했다. 본 연구는 지각된 외모차별을 소비 현상과 연관시켜 살펴보았다는 점에서 기존의 외모 매력도 및 과시적 소비 연구에 기여한다. 본 연구는 외모 매력도 및 과시적 소비를 다룬 기존 연구에 이론적으로 기여한다. 기존의 연구는 매력 있는 외모로 인해 얻는 심리적, 사회적 이득에 초점을 두었다면 이 연구는 외모가 소비의 영역에서 어떤 영향을 미치는가를 살펴보았다. 특히 그 동안 과시적 소비 연구들이 다루지 않은 지각된 외모차별에 초점을 두었다는 점에서 과시적 소비 연구 분야에서 외모의 역할을 살펴본 기존의 연구를 확장했다. 이 연구는 또한 낮은 자존감이 사회비교를 빈번하게 해 과시적 소비를 증가시킴을 밝혀 낮은 자존감과 과시적 소비의 관계를 조사한 선행 연구의 결과를 확장한다. 본 연구의 결과는 과시적 소비가 지각된 외모차별로 인해 겪게 되는 심리적 위협을 보상하기 위한 대처 방법 중 하나임을 암시한다. The present study investigates how perceived appearance discrimination is related to conspicuous consumption. There seems to be a number of people in South Korea who have ever been treated unfairly due to their seemingly unattractive physical appearance. Although appearance discrimination is one of the most distinctive and prevalent issues in South Korea, there has been little research that has examined how such phenomenon affect consumption behavior. The purpose of the current study is to examine the possibility that perceived appearance discrimination is positively related to conspicuous consumption. Specifically, we predict that as perceived appearance discrimination increases, self-esteem will decrease, which in turn affect social comparison tendency that is expected to positively related to conspicuous consumption. We also hypothesize that the serial mediation of self-esteem and social comparison in the relationship between perceived appearance difference will be significant only when the need for status is high than low. The hypotheses in current study is based on existing literature on compensatory consumption at the presence of psychological threat, the relationship between physical attractiveness and self-esteem, and conspicuous consumption as a tool for compensating ones weaknesses. Previous studies on compensatory consumption have suggested that consumers who go through psychological threat such as self-deficit or self-discrepancy in a specific domain attempt to compensate such threat through consumption. One way to compensate such threat is to consume the products in the same domain where one experiences psychological threat. For example, individuals who feel psychological threat in the domain of physical appearance may compensate it for consuming beauty products in order to enhance their attractiveness. On the other hand, consumers may attempt to compensate for their weaknesses in a specific domain through showing their superiority in other domains. The customer who is served by physically dominant clerk may spend more than he has planned or buy very expensive items in order to overcome his inferiority in the domain of physical dominance. This customer compensates his psychological threat in the domain of physical appearance through showing his superiority in the domain of wealth and status. Likewise, individuals with greater perceived appearance discrimination should compensate their psychological threat through consumption. The current study predicts that consumers will engage in conspicuous consumption as a compensation for psychological threat. We examine self-esteem and social comparison as proxies for psychological threat. Previous literature has shown negative impact of unattractive appearance on self-esteem as well as negative correlation between self-esteem and social comparison. Thus, as perceived appearance discrimination becomes greater, self-esteem and social comparison would decrease and increase, respectively. Also, literature on conspicuous consumption has suggested that people who engage in conspicuous consumption try to keep up with those with higher social status as well as greater wealth, which implies that conspicuous consumption occurs when people compare themselves to others. Thus, we predict positive relationship between social comparison and conspicuous consumption. The present study also hypothesize that such serial mediation of self-esteem and social comparison will be moderated by need for status. Existing literature has shown that individuals with high need for status are more likely to prefer loud luxury product with distinctive brand logo in it while those with low need for status tend to prefer quiet product without brand logo. Thus, need for status seems to affect desire to show off ones status and wealth. We predict that individuals will compensate their psychological threat through conspicuous consumption only when they want to blatantly reveal their possessions to others. In order to test the hypotheses, we conducted cross-sectional survey with 209 participants. We created three items to measure perceived appearance discrimination and for the other four variables we adapted items from previous literature. We analyzed the data using PROCESS macro and the results supported all hypotheses. As perceived appearance discrimination increases, self-esteem decreases, which in turn lead to greater social comparison and conspicuous consumption. Such relationship was observed when participant’ need for status were high than low. This study contributes to existing literature on physical attractiveness as well as on conspicuous consumption. While previous studies were focused on the benefits of physical attractiveness, this study is focused on its impact on consumption behavior. A few studies have examined the role of physical attractiveness in the domain of consumption, but the role of perceived appearance discrimination has not gotten enough attention. By investigating that factor, this study sheds light on the area of physical attractiveness in regards to conspicuous consumption. The present findings imply that the experiencing appearance discrimination could be an important motivation for conspicuous consumption.

Conspicuous Leisure Consumption among Recreational Ice Hockey Players in Korea

( Gun Hee Kim ),( May Kim ),( Jun Sung Kim ) 한국체육학회 2015 국제스포츠과학 학술대회 Vol.2015 No.1

Purpose: Many studies claimed that leisure engagement can serve as a vehicle for showing off their wealth or status, which is identical with conspicuous goods consumption. Literature on conspicuous consumption suggests that conspicuous consumption is closely related to such psychological constructs as consumers` motivation, overall satisfaction, self-identity, recreation specialization, intention to continue, and socioeconomic status (An, 2011; Kilsheimer, 1993; Kuentzel & Heberlein, 1997; O`cass, 2004). However, a dearth of empirical research has been conducted on how conspicuous leisure consumption characteristic is related to certain psychological values and socioeconomic status. In Korea, ice hockey is known as one of leisure activities including conspicuousness similar to golf, scuba diving, and horse riding. Playing ice hockey in Korea is not very convenient due to many structural leisure constraints such as limited facilities, lack of instruments, and limited access time etc. Despite these restrictions, interestingly, the population of recreational ice hockey players has been growing year by year. Thus, this study will demonstrate how conspicuous leisure spending of recreational ice hockey players is associated with their psychological values (i.e., motivation, overall satisfaction, identity, recreation specialization and intention to continue) and socioeconomic status (i.e., objective and subjective socioeconomic status). Method: The sample of the present study is 300 male recreational ice hockey players in Korea. Marcoux, Filiatrault and Cheron`s (1997) conspicuous consumption scale was used in order to measure conspicuousness in leisure consumption. The original scale consists of a total of five subscales but three of them cannot reflect current consumption patterns; thus, only two subscales were selected: materialistic hedonism and social status demonstration. For measuring self-identity, four items were adopted among serious leisure inventory and measure scale (Gould, Moore, McGuire & Stebbins, 2008) and for measuring recreation specialization, Won, Bang & Shonk`s (2008) scale was used. Data gathering began on April 1 and is still on its process. The participants are asked to complete a survey before or after the team`s regular practice. Data will be analyzed as followed. First, Cronbach`s alpha coefficient scores, CFA, and correlation analyses will be calculated to demonstrate the validity and reliability of the each scale. Then, descriptive statistics on demographic information will be conducted. SEM will be performed in order to explore the relationships of conspicuous consumption with other variables. All analyses will be conducted using SPSS 21 and AMOS21 packages. Result & Conclusion: The hypothesized model including conspicuous consumption and other variables (i.e., self-identity and recreational specialization) will be discussed after performing statistical analyses proposed. Other results and the practical implication will be discussed as well.

CLIMBING THE RUNGS OF LUXURY BRAND’S LADDER AND SOCIAL STATUS

Thao Nguyen,George Balabanis 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.11

Luxury industry is one of the fastest growing fields in marketing research in which many studies have examined how consumers' background affects their preference for luxury products and luxury brands. Classical theories focused on the affluent social classes and their tendency to consume luxury products to consciously or unconsciously signal their wealth. Other studies argued that the internalised culture developed during the socialisation years may influence one’s tastes and preferences for luxuries. Whereas, “costly signal theory” and “affirmation resource theory” suggest that luxury consumption extends beyond the traditional symbolic value of luxury brands and the habituated taste consumption drivers. Despite the wealth of current theoretical approaches, there is little research on the context of status rankings of luxuries and luxury brands. Thus, main objective of the present study is to develop and empirically test a conceptual framework that links consumption of at different rungs of the luxury brand ladder to a number of variables that may act as moderators which will be defined below. The key predictors are economic resources, cultural capital, perceived social status and desired status. The dependent variable is consumption of luxury brands at different rungs in the luxury ladder. A number of hypotheses are proposed and empirically tested. The dependent variable was measured by survey data collected from a sample of US consumers. The results confirm that the frequency of luxury brand purchases is significantly and positively related to consumers’ economic resources and desire for status. The hierarchy of luxury brands consumed is driven by consumers’ economic resources, cultural capital and desire for social status. Regardless of economic resources and perceived social status, consumers with high desire for social status are more likely to buy brands which represent high level of luxury. Likewise, people with higher cultural capital would buy higher luxury grading brands regardless of their economic capabilities. Moreover, results showed that perceived social status is negatively correlated with preferences for higher tier luxury brands of cars. In particular, desire for social status seems to moderates the effect of perceived social status on the hierarchy of brand of luxury car preferences. Desire for status combined with high perceived social status leads to higher preference for higher tier luxury products. It can be concluded that economic resources are responsible for the frequency people buy luxury brands, whereas cultural capital is responsible for the luxury hierarchy of the consumed brands. Frequent consumption of luxury brands reflects one’s economic status whereas the grade of luxury brands his/her cultural status. However, desire for status seems to be a key variable as it affects both frequency and the ranks of luxury brands purchased. This is an important variable as desire for status is not related with neither the actual social status (i.e., economic resources and cultural capital) nor perceived social status.

CLIMBING THE RUNGS OF LUXURY BRAND’S LADDER AND SOCIAL STATUS

Thao Nguyen,George Balabanis 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Luxury industry is one of the fastest growing fields in marketing research in which many studies have examined how consumers' background affects their preference for luxury products and luxury brands. Classical theories focused on the affluent social classes and their tendency to consume luxury products to consciously or unconsciously signal their wealth. Other studies argued that the internalised culture developed during the socialisation years may influence one’s tastes and preferences for luxuries. Whereas, “costly signal theory” and “affirmation resource theory” suggest that luxury consumption extends beyond the traditional symbolic value of luxury brands and the habituated taste consumption drivers. Despite the wealth of current theoretical approaches, there is little research on the context of status rankings of luxuries and luxury brands. Thus, main objective of the present study is to develop and empirically test a conceptual framework that links consumption of at different rungs of the luxury brand ladder to a number of variables that may act as moderators which will be defined below. The key predictors are economic resources, cultural capital, perceived social status and desired status. The dependent variable is consumption of luxury brands at different rungs in the luxury ladder. A number of hypotheses are proposed and empirically tested. The dependent variable was measured by survey data collected from a sample of US consumers. The results confirm that the frequency of luxury brand purchases is significantly and positively related to consumers’ economic resources and desire for status. The hierarchy of luxury brands consumed is driven by consumers’ economic resources, cultural capital and desire for social status. Regardless of economic resources and perceived social status, consumers with high desire for social status are more likely to buy brands which represent high level of luxury. Likewise, people with higher cultural capital would buy higher luxury grading brands regardless of their economic capabilities. Moreover, results showed that perceived social status is negatively correlated with preferences for higher tier luxury brands of cars. In particular, desire for social status seems to moderates the effect of perceived social status on the hierarchy of brand of luxury car preferences. Desire for status combined with high perceived social status leads to higher preference for higher tier luxury products. It can be concluded that economic resources are responsible for the frequency people buy luxury brands, whereas cultural capital is responsible for the luxury hierarchy of the consumed brands. Frequent consumption of luxury brands reflects one’s economic status whereas the grade of luxury brands his/her cultural status. However, desire for status seems to be a key variable as it affects both frequency and the ranks of luxury brands purchased. This is an important variable as desire for status is not related with neither the actual social status (i.e., economic resources and cultural capital) nor perceived social status.

중국 소비자들의 직업의미가 소비행동에 미치는 영향

강성호,이한근 동북아시아문화학회 2019 동북아 문화연구 Vol.1 No.60

Current understanding of how meaning in work leads the consumption behaviors is limited by a lack of identification various factors confirmed by empirical evidence. Therefore, the present research investigates the effect of job meaning work on consumption behavior through consumption motivation. To confirm the relationship between meaning in work and consumption behavior, we classified the meaning in work as job, career, and calling, consumption motivation as fun and exciting need, need for status, and prosocial needs, consumption behavior as hedonic consumption, symbolic consumption, and utilitarian consumption. To test hypotheses, responses from 172 Chinese consumer samples were achieved, the proposed model was estimated by using structural equations modeling. SPSS 24.0 and AMOS 15.0 software were used for the data analysis. The results from structural equation modeling showed as follows: First, job positively affected both fun & exciting need and need for status. Second, career positively affected need for status, but does not to prosocial need. Third, calling was positively related to both fin & exciting need and prosocial needs, Finally, we found that positive relationships between fun & hedonic consumption, need for status and symbolic consumption, prosocial need and utilitarian consumption. Therefore, we concluded job meaning on work have a differential effects on chinese consumption behavior. The theoretical and practical implications of this present research are discussed, together line with its limitations and future research guidance.

[이슈논문] 지위 상징적 소비를 통한 지위 위협에 대한 대응과 정당성 신념의 역할

민동원(Min, Dongwon),박기완(Park, Kiwan) 한국마케팅학회 2017 마케팅연구 Vol.32 No.1

최근 몇 년 간 한국 사회는 점점 악화되는 취업난, 빈부 차이의 심화 등으로 인해 개인의 사회경제적 지위(SES: socioeconomic status)가 위협받고 이로 인해 불안이 가중되어 왔다. 본 연구에서는 사회경제적 지위에 대한 위협이 지위 상징적 소비(status consumption)에 미치는 효과를 고찰하였다. 그 과정에서 본 연구는 특히 사회 시스템의 정당성에 대한 신념과 지각된 불안감의 역할에 주목했다. 사회경제적 지위가 낮다는 위협을 느낄 경우 불안이 유발되는데, ‘사회적 시스템이 정당하다’는 신념이 강조되면 이 불안감은 더욱 증폭될 수 있다. ‘뿌린대로 거둔다(또는 ‘그럴 만해서 그렇다(deservingness)’)라는 ‘인과응보(retribution)’의 관점이 접목되면, 사회경제적으로 낮은 지위를 갖고 있는 사람들이 느끼는 불안이 커지기 때문이다. 그리고 이는 심리적 대응기제로서의 지위 상징적 소비의 증가로 나타날 수 있다. 이 같은 예상은 실증연구에서 증명되었는데, 사회경제적 지위가 낮은(vs. 높은) 그룹은 럭셔리 브랜드에 대한 선택 빈도가 더 높았으며, 과시적으로 소비하려는 경향도 더 크게 나타났다. 그리고 사회경제적 지위에 대한 위협과 지위 상징적 소비에 대한 인과관계는 정당성 신념이 강할수록 더욱 뚜렷하게 나타났다. 한편 지각된 불안감은 사회경제적 지위에 대한 위협과 정당성 신념이 럭셔리 브랜드 선택 및 과시적 소비에 미치는 효과를 매개하는 것으로 나타났다. 본 연구는 이러한 결과를 근거로 이론적 및 사회적 시사점을 도출하였는데 특히, 한국사회에의 함의를 (1)정당성 강조에 따른 의도하지 않은 효과와 (2)지위 상징적 소비를 활용한 심리적 대응의 장기적 효과의 두 가지 관점에서 논하였다. The extant literature has proposed and found the compensatory role of high-status products and brands. People tend to cope with threats to SES (socioeconomic status) by consuming products or brands that are closely associated with the concepts of status. As such, they compensate for lowered status and restore self-worth through consumption. This property of status consumption as self-affirmation has important implications for the Korean society that has recently suffered from diverse societal problems such as skyrocketing unemployment and income polarization and inequality. In this research, we investigate the role of justice belief in coping with psychological threats to SES through status consumption. We contend that the causal relationship between threats to SES and anxiety is moderated by justice belief that status in society is based on merit, deservingness, and retribution. When their SES is threatened, we hypothesize that people with strong (versus weak) justice belief feel higher level of anxiety, and, accordingly, reply more on status consumption for its reparative effects on the self. To test this hypothesis, we conducted an experiment in which psychological threats to SES were manipulated and justice belief was measured on the BMI (belief in meritocracy ideology) scale. First, we confirmed the relationship between threats to SES and two measures of status consumption (i.e., anticipated frequency of luxury consumption and luxury brand logo size). More importantly, we found that this causality was more pronounced for people with stronger, rather than weaker, justice belief. We discussed theoretical and societal contributions of the present findings. We offered meaningful implications for the Korean society in two aspects: (1) unintended consequences of over-emphasizing the concept of social justice and (2) long-term effects of coping with threats to SES through status consumption.

여성의 지위 소비는 누구 때문에 발생하는가?

최진명 한국전략마케팅학회 2019 마케팅논집 Vol.27 No.3

The research on status consumption shows that powerlessness plays an important role in the purchase of luxury goods. In this article, physical attractiveness-as-a relative status (PARS) hypothesis was proposed to shed light on the provocative question of who triggers women’s status consumption. From the evolutionary perspective, this research investigated that the extent of the physical attractiveness of a target female with whom participants were supposed to enter into an imaginary beauty contest influences status consumption. Findings showed that participants who were in the beauty contest with the female friend who is more physically attractive (vs. more or less physically attractive) than them indicated a higher willingness to pay for appearance-enhancing goods. The effect of the beauty contest on the willingness to pay for the goods was in part mediated by the concern of physical attractiveness-based relative position, as hypothesized. This research identifies the suspect responsible for other women’s status consumption, revealing that the female friend’s appearance-enhancing behavior, who is as much attractive as oneself, might be the trigger leading threatened women to status consumption. 남자와는 달리 여자의 지위 소비는 외모향상 제품군에 한해서만 나타나는 경향이 있다. 최근 한 연구는 여성의 지위 소비를 촉발하는 심리적 무력감은 소셜 네트워크 내 신체적 매력에 기반을 두고 있는 상대적 지위가 위협받을 때 발생한다고 주장하였다. 그룹 내 한 멤버의 외모향상 행위로 인해 자신의 상대적 지위를 위협받게 되면 그 지위를 방어 및 유지하기 위해서 외모향상 제품에 대한 럭셔리 소비가 발생한다는 것이었다. 본 연구는 이 주장의 연장선에서 여성의 지위 소비는 누구 때문에 발생하는지를 조사하였다. 실험 참가자들은 친구 결혼식에서 자신과 매우 유사한 옷을 입고 온 한 친구와 만나는 상황의 시나리오를 읽었는데, 한 집단은 그 친구의 신체적인 매력이 자신보다 월등히 높은 것으로, 다른 집단은 그 친구의 신체적인 매력이 자신과 유사한 수준인 것으로 묘사된 것을 읽었다. 분석 결과, 자신보다 신체적 매력이 월등히 높은 상대보다 자신과 유사한 수준으로 매력적인 상대와 뷰티 콘테스트 상황에 놓인 참가자들이 외모향상 제품 구매에 더 많은 금액을 지불하는 경향이 발견되었다. 이 효과의 일부는 본 연구의 가설대로 자신의 상대적 지위 하락에 대한 걱정(남들에게 친구보다 자신이 덜 예뻐 보일까봐 걱정하는 마음)에 의해 매개되었다. 본 연구는 남성과는 다른 여성 지위 소비의 독특성을 드러냈다는 점에서, 그리고 여성의 지위 소비는 자신과 신체적인 매력이 유사한 동성 경쟁자 때문에 발생한다는 것을 발견하였다는 의의를 갖는다.

The Association between Coffee Consumption and Bone Status in Young Adult Males according to Calcium Intake Level

( Mi-kyeong Choi ),( Mi-hyun Kim ) 한국임상영양학회 2016 Clinical Nutrition Research Vol.5 No.3

The purpose of this study was to investigate the association between coffee consumption and bone status (bone mineral density and bone metabolism-related markers) according to calcium intake level in Korean young adult males. Healthy and nonsmoking males (19-26 years, n = 330) participated in this study. Anthropometric measurements, dietary habits, and nutrient intakes were surveyed. Bone status of the calcaneus was measured by using quantitative ultrasound (QUS). Bone metabolism-related markers including serum total alkaline phosphatase activity (TALP), N-mid osteocalcin (OC), and type 1 collagen C-terminal telopeptide (1CTP) were analyzed. The subjects were divided into two groups based on daily calcium intake level: a calcium-sufficient group (calcium intake ≥ 75% RI, n = 171) and a calcium-deficient group (calcium intake < 75% RI, n = 159). Each group was then further divided into three subgroups based on daily average coffee consumption: no-coffee, less than one serving of coffee per day, and one or more servings of coffee per day. There were no significant differences in height, body weight, body mass index, energy intake, or calcium intake among the three coffee consumption subgroups. QUS parameters and serum 1CTP, TALP, and OC were not significantly different among either the two calcium-intake groups or the three coffee consumption subgroups. Our results may show that current coffee consumption level in Korean young men is not significantly associated with their bone status and metabolism according to the calcium intake level.

The Impact of Conspicuous Consumption and Perceived Value on New Product Adoption Intention

Meixiang Cui,Subin Im 한국마케팅학회AMJ 2021 ASIA MARKETING JOURNAL Vol.23 No.1

Unidimensional construct of conspicuous consumption which focuses on the ostentation of the economic assets are limited in describing today’s consumers. We propose that both ostentation of social status and demonstration of uniqueness through overt consumption should be considered in the realm of conspicuous consumption. This research aims to examine the two dimensions of conspicuous consumption tendencies and their impact on new product adoption intention, which is mediated through the perceived value of the new products. This research empirically validates the theoretical conjecture by conducting an online survey (N=272). Our empirical findings reveal that ostentation of social status influences new product adoption intention both directly and indirectly through perceived social value, while demonstration of uniqueness improves new product adoption intention only indirectly through perceived utilitarian and hedonic value. This research identifies the ostentation of social status and demonstration of uniqueness as two dimensions of conspicuous consumption and refines scales to measure them. In addition, this research identifies conspicuous consumption as a driver of new product adoption intention and recognizes the mediating role of perceived value.

소비가치와 결혼여부에 따른 유형별 여성소비자역량

이민희(Min Hee Lee),홍은실(Eun Sil Hong) 전남대학교 생활과학연구소 2013 生活科學硏究 Vol.23 No.-

This study explored the relationships between the female consumer competency and type of consumption value-marital status. Statistical analysis was achieved by using Chronbach α, frequency, percentage, mean, standard deviation, Two step cluster analysis, one-way ANOVA, Scheffé test with a total of 622 questionnaires. The main findings were as follows: First, degree of female comsumer competency and most of sub-dimension of consumption value were relatively high. Second, according to sub-dimension of consumption value and marital status, female consumers were classified into 5 types: high consumption value-married female type, low function value-married female type, high function value-female type, low consumption value-unmarried female type and high consumption value-unmarried female type. Third, female consumer competency was found to have significant differences according consumption value-marital status type.