당신은 더 많이 가지고 싶은가 아니면 다른 사람들보다 더 많이 가지고 싶은가? = Do You Want to Have More or More than Other People? - Focusing on Material Purchase and Experiential Purchase

국문 초록 (Abstract)

본 연구의 연구1에서 물질적 소비와 경험적 소비가 소비자의 행복감에 있어서 차이를 만드는지를 알아보았다. 또한 최근의 구매로 인한 행복감과 오래전 구매로 인한 행복감에 있어서 차이가 있는지, 그리고 만약에 차이가 난다면 과거의 구매 기억이 더 아름답게 보이는지를 시간적으로 최근에 구매한 물질적/경험적 구매와 시간적으로 먼 과거에 구매한 물질적/경험적 구매를 비교함으로써 알아보았다. 그리고 구매 유형(물질적 구매/경험적 구매)과 구매 시기(최근의 구매/오래 전 구매), 그리고 물질주의 성향이 서로 어떻게 소비자의 행복감에 영향을 미치는지를 알아보았다. 연구2에서는 물질적 구매/경험적 구매를 포함한 개인적 특성, 물질적 소유, 경험적 특성이 상대적 민감도에서 차이가 나타나는지를 알아봄으로써 연구1에서 다룬 물질적 구매와 경험적 구매가 행복감에 미치는 영향에 대한 보완적 설명을 제시하였다. 연구 결과에서 경험적 구매가 물질적 구매에 비해서 피험자의 행복감에 더 긍정적인 영향을 미치는 것으로 나타났다. 그리고 구매 시기도 또한 행복감에 긍정적인 영향을 미치는 것으로 나타났다. 그러나 구매 유형, 구매 시기, 물질주의 간에 상호작용 효과는 나타나지 않았다. 물질적 구매/경험적 구매를 포함한 개인적 특성, 물질적 소유, 경험적 특성이 상대적 민감도에서 차이가 나타났는데 경험적 특성(휴가 기간, 휴가 장소, 근로 시간)은 절대적 수준에 더 민감한 것을 알 수 있고 개인적 특성(외모, 지능)과 물질적 소유（자동차 소유 대수, 방 개수)는 상대적 위치에 더 민감하게 반응하는 것을 밝히고 있다.

다국어 초록 (Multilingual Abstract)

In study 1, this study examines if there is a difference in happiness between material purchases and experiential purchases. Further, if there is a difference in happiness depending on when purchases are made does more happiness come from purchases made long ago compared to the recent purchase? In addition to the main effects potential interaction effects are examined among type of purchase (material vs. experiential), time of purchase (during previous school break vs. whole life), materialism. In study 2, inherent individual characteristics such as beauty and IQ, material possesions, experiential characteristics are assessed for their sensitivity to positional concerns. Findings on the sensitivity to positional concerns would provide insights to why material vs experiential purchase differ in happiness. Results of the study 1 and 2 suggest that experiential purchase makes people happier than material purchases. In addition, time of purchase influences how we feel happiness after purchase. However, there was no interaction effects among type of purchase, time of purchase and materialism. When it comes to positional concerns it was found that inherent individual characteristics such as beauty and IQ are positional. Also, material possessions such as car ownership and number of rooms in house are positional relative to experienal characteristics such as vacation length, vacation location and working hours that are more absolute.

목차 (Table of Contents)

• 1. 서론
• 2. 이론적 배경
• 3. 연구문제 및 연구가설
• 4. 연구1
• 5. 연구 결과 (연구1)
• 6. 연구2
• 7. 연구 결과 (연구 2)
• 8. 종합 논의, 실무적 시사점 및 한계
• 참고문헌
• Abstract

참고문헌 (Reference)

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