기혼 여성의 물질주의 성향과 비윤리적 상거래행동

다국어 초록 (Multilingual Abstract)

  This study investigated the degree of consumer’s materialism and unethical business transactions, and also explored the related variables especially focusing on the relations between materialism and unethical market behavior. The data gathered by surveying 943 married women, members of www.azoomma.com during December, 2004.<BR>  Major findings are as follows.<BR>  1) The married women are very materialistic and think that the activities of business, such as advertising, salesmen’s manner and diverse promotions all level up consumer’s materialism.<BR>  2) The level of unethical business transactions are generally low. There are some difference in subcategories, while the level of actively illegal behavior are relatively low but that of passively benefiting from illegal behavior or socially accepted illegal behavior are high.<BR>  3) Materialism, income, education, age, the perception to business’s enhancing materialism are variables which are influential to unethical business transaction. Married woman has more propensity to behave unethical business transactions when she is more materialistic, has low income, graduated a university, is 30’s, has no idea about business’s promoting materialism.<BR>  The results shows that if a business enhancing materialistic value to promote sales, consumers are likely to be unethical in their market activity. Special regards should be paid to the fact that materialism increase consumer’s unethical behavior. Consumer educators should more emphasis on consumer’s responsibilities or ethics than their rights.

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