부부간의 구매의사결정 패턴에 관한 연구: 한국과 싱가포르 가정간의 비교 = Influence Patterns in Purchase Decision Making in Korea and Singapore Family

다국어 초록 (Multilingual Abstract)

This paper focuses on spousal influence in family purchasing decisions in Singapore, and compares them to those made by Korean families. The spousal influence in Singapore is measured from three aspects; namely age group, occupational status and ethnic status, with reference to the purchasing of twenty-three products. Results show few major differences within Singapore except that syncratic (joint) purchasing decision behaviour is rather more prevalent with young as compared to mature couples, and with white-collar rather than the blue-collar couples. The cross-cultural comparison, however, shows that the conservative Singaporean families display a very different purchasing influence to Korean families.

국문 초록 (Abstract)

가족구매 의사결정자를 목표로 마케팅을 전개해야한다는 전략의 중요함 때문에, 이 분야의 연구가 끊임없이 진행되어 왔다. 그리하여 부부간의 구매영향력에 관한 다양한 양상에 대해서도 연구되어 왔고, 각 제품범주에 따른 연구로도 이어져 왔다. 그런데 대부분의 연구는 서양의 가족을 중심으로 전개되었으며, 최근에 들어서야 아시아의 나라들에 관심을 가지기 시작했다. 그리고 그것은 영향력의 우위를 결정짓는 데에 좀더 전통적인 영향을 많이 받는 아시아 민족의 독특한 모델이 있을지도 모른다는 점에서 관심을 끌기 시작하고 있다.
전통적으로 더 가부장적이라고 여겨지는 아시아 지역이 사회문화적으로 서양과 다른 특성을 가지는 것은 짐작할 수 있는 일이나, 이러한 특성이 과연 구매의사결정에도 영향을 미치는 지 알아보는 것은 중요하다 아니할 수 없다. 또한 동일한 아시아 문화권이라고해도 국가간에 어떠한 차이를 보이는지를 아는 것은 마케팅의 국제화에 있어 중요한 지식기반이 되리라고 믿는다. 본 연구는 그 첫걸음으로, 한국 소비자를 대상으로 조사한 Na, Son과 Marshall(1998)의 연구를 확장하여 다른 아시아 국가의 자료와 비교해보는데 그 의의를 두고자 한다.

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