대학생의 학습유형에 따른 소비자의사결정 스타일

다국어 초록 (Multilingual Abstract)

The purpose of this study investigates how individual learning styles influence consumer decision making styles of college students. For purpose, this study was to investigate consumer decision making styles and learning styles, and the causal relations among influencing variables, learning styles and consumer decision making styles.
The result were as follows:
1) Four learning styles were proposed: ① active, practical learning style, ② detail, analytical learning style, ③ struggling, serious learning style, ④ passive, accepting learning style.
2) Six consumer decision-making styles were proposed: ① recreational-hedonistic shopping consciousness, ② brand-high price consciousness, ③ high-quality consciousness, ④ confusion from over-choice, ⑤ impulsiveness, ⑥ brand/store loyalty.
3) According to the regression analysis, demographic variables such as gender, age, family income, mother’s occupation affected learning styles.
4) According to the path analysis, the passive, accepting learning style was shown higher in female than in male and this learning style affected positively high-quality consciousness, brand-high price consciousness, and impulsiveness. Age affected struggling, serious learning style and this learning style affected positively high-quality consciousness and confusion from over-choice. The higher the family income was the more detail, analytical learning style, and this learning style affected positively the high-quality consciousness, and negatively the impulsiveness. Recreational-hedonistic shopping consciousness and brand/store loyalty were affected directly only by gender and family income, not by the learning styles.

참고문헌 (Reference)

1 "청소년소비자의 소비가치와 소비행동의 합리성" 2000

2 "제품관여 수준에 따른 소비자의 구매유형 특성에 관한 연구" 133-148, 1992

3 "제품관여 수준에 따른 소비자 구매유형 분석을 위한 기초연구" 대구대학교 가정생활연구소 가정생활연구지 7 : 5-19, 1992

4 "소비자의사결정 유형 및 관련변수에 관한 연구" 6 (6): 2003

5 "소비자사회화 관점에서 본 청소년의 강박적 구매성향" 8 (8): 40-58, 1995

6 "대학생의 소비주의적 성향과 영향요인 대전대학교" 2 : 183-200, 1996b

7 "대학생소비자의 화폐에 대한 태도 및 강박적 구매행동" 4 (4): 41-66, 2001

8 "남녀 대학생들의 소비문화 행태 대전대학교" 5 : 23-37, 1996a

9 "Youth’s Middle Tier Comes of Age" 56-62, 1987

10 "UK Consumer Decision-Making Styles" 14 : 199-225, 1998

11 "Trait Aspects of Living in the Material World Journal of Consumer Research" 265-280, 1985

12 "The Roles of Demographics Purchases Histories and Shopper Decision-Making Styles in Predicting Consumer Catalog Loyalty The Journal of Direct marketing" 55-65, 1993

13 "Teaching Students Through Their Individual Learning Styles" Reston Publishing Company Inc 1978

14 "Student Learning Style:A Segmentation Strategy for Higher Education" 71 (71): 232-236, 1996

15 "Socialization as an Etiological Factor of Compulsive Buying Behavior Among young Adult Consumers European Advances in Consumer Research" 262-268, 1993

16 "Socialization Effects of Retail Work Experience on Shopping Orientation Journal of the Academy of Marketing Science" 52-63, 1987

17 "Shopping Orientations of Catalog Showroom Patrons Journal of Retailing" 78-90, 1981

18 "Shopping Orientation and consumer Uses of Information Journal of Retailing" 61-70, 1976

19 null, "Shopping Orientation Segmentation of the Elderly Consumer" 271-289, 1985

20 "Role Perception in Adolescent Consumer Learning" 66-74, 1979

21 "Relationships among Learning Styles instructional Method and the Nature of Learning Experience Journal of Educational Psychology" 22-23, 1990

22 "Middle-School Children’s Sources and Uses of Money" 29 (29): 219-241, 1995

23 "Learning Style Variation Among Vocational Agriculture Students The Journal of Agricultural Education" 11-19, 1988

24 "Learning Style Preferences Among Older Adults" 25 : 221-236, 1997

25 "Journal of Retailing" 78-103, 1985

26 "Journal of Marketing" 40-48, 1978

27 "Journal of Consumer Research" 1-14, 1974

28 Katz, "Israeli Norms and Cross-cultural Equivalence of Kolb’s Learning Style Inventory Journal of Cross-cultural Psychology" 361-379, 1988

29 "Hispanic and Native American Adolescents:An Exploratory Study of Their Approach to Shopping Journal of Retailing" 72 (72): 307-324, 1996

30 "German Consumer Decision- Making Styles" 35 (35): 73-95, 2001

31 "Gender Differences in Cognitive Development an Analysis of Cognitive Complexity and Learning Styles Journal of College Student Development" 213-220, 1989

32 "From Perfectionism to Fadism American Council on Consumer interests" 79-85, 1985

33 "Decision Making among the Young Journal of Consumer Research" 101-112, 1979

34 "Cross-Cultural Generalizability of a Scale for Profiling Consumers’ Decision- Making Styles The Journal of Consumer Affairs" 55-65, 1993

35 "Consumer Decision-Making Styles of Young-Adult Chinese" 32 (32): 275-293, 1998

36 "Consumer Decision-Making Styles as a Function of Individual Learning Styles Journal of Consumer Affairs" 134-147, 1990

37 "Consumer Decision Making Styles: a Multi-Country Investigation"" 30 (30): 10-21, 1996

38 "Compulsive Buying Tendencies of Adolescent Consumers Advances in Consumer Research" 306-312, 1990

39 "Compulsive Buying Among College Students An Investigation of Its AntecedentsConsequences, and Implications for Public Policy" 32 (32): 295-319, 1998

40 "Comparison Between United States and Korean Young Consumer The Journal of Consumer Affairs" 146-158, 1992

41 "Cognitive Strategies and Metacognitive Skills Through Self-Diagnosed Learning Styles" 341-345, 1991

42 Lumpkin, "Apparel Shopping Patterns of the Elderly Consumer Journal of Retailing" 68-89, 1982

43 Hiu, A. Y.,, "An Investigation of Decision-Making Styles of Consumer in China" 35 (35): 326-345, 2001

44 "An Exploratory study of Consumer Role Perceptions in Adolescent Consumer Socialization Paper Presented at the International Communication Association Conference" 1975

45 "An Exploratory Assessment of Catalog Shopping Orientations Journal of Consumer Affairs" 275-294, 1992

46 "An Experimental Investigation of the Interaction between modality Preference and Mode of Presentation in the Instruction of Arithmetic Concepts to Third Grade Underachievers" Unpublished Doctoral Dissertation John’s University 1983

47 Lynch, "An Analysis of the Relationships among Academic Achievement Attendance and the Individual Learning Style Time Preferences of Eleventh and Twelfth Grade Students Identified as Initial for Chronic Truants in a Suburban New York School District" Unpublished Doctoral Dissertation John’s University 1981

48 "An Analysis of The Acquisition of Some Consumer Competencies among Adolescents" 12 : 276-291, 1978

49 "An Adult’s Guide to Styles" Inc 1982

50 "Advanced in Consumer Research" 352-356, 1987

51 "Adolescent Influence in Family Decision Making a Replication with Extension Journal of Consumer Research" 332-341, 1994

52 Shim, S.(, "Adolescent Consumer Decision- Making Styles: The Consumer Socialization Perspective" 13 (13): 547-569, 1996

53 "Addictive Buying in West Germany Journal of Consumer Policy" 355-387, 1990

54 "Acquisition of The Consumer Role by Adolescents Bureau of Business Research" Georgia State University 1978

55 "A Methodology for Profiling Consumers’ Decision- Making Styles The Journal of Consumer Affairs" 267-279, 1986

56 "A Consumer Values Orientation for Materialism and Its Measurement Journal of Consumer Research" 303-316, 1992

57 "A Comparative Analysis of the Effects of Matching and Mismatching Fourth Grade Students with Their Learning Style Performance for the Environmental Element of Light and their Subsequent Reading Speed and Accuracy Scores" Unpublished Doctoral Dissertation John’s University 1982

58 "2004 장래인구추계" 통계청 2004

59 ")Individual Learning Style and the Learning Styles Inventory" 27 (27): 307-316, 2001