중,고등,대학생 소비자의 쇼핑가치 유형과 강박구매: 서울과 울산을 중심으로 = Middle, High and College Students` Shopping Value Type and Compulsive Buying: in Seoul and Ulsan Metropolitan cities

다국어 초록 (Multilingual Abstract)

There is an increasing need for both hedonic and utilitarian shopping value due to the industrialization of entertainment. The purpose of this research is to investigate the relationships of shopping value type and compulsive buying of students. To investigate the relationships, socio economic variables are included to control the effect. The sample was composed of the middle, high and college students in Seoul and Ulsan. Region, Shopping value type, Father`s occupation and mother`s education level were the important variables that influence on the compulsive buying of students. The compulsive buying of active shopping value type is higher than the hedonic shopping value type. And the compulsive buying of utilitarian shopping value type is lower than the passive shopping value type. Thus utilitarian shopping value decrease the compulsive buying degree. But utilitarian shopping value can facilitate the compulsive buying degree with hedonic shopping value.