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Influence of Self-esteem and Consumer Socialization Agents on Rational Consumption Behavior of Middle School Students

중학생의 자아존중감과 소비자사회화 영향요인이 합리적 소비행동에 미치는 영향

  • Lee, Seung Jin (Dept of liberal Arts & Interdisciplinary Studies., Hanseo University) ;
  • Yu, Nan Sook (Dept. of Home Economics Education, Research Institute for Human Ecology, Chonnam National University)
  • 이승진 (한서대학교 융합교양학부) ;
  • 유난숙 (전남대학교 가정교육과, 생활과학연구소)
  • Received : 2019.11.06
  • Accepted : 2019.12.30
  • Published : 2019.12.31

Abstract

The purpose of this study was to examine the influence of self-esteem and consumer socialization agents on rational consumption patterns of middle school students. Using a convenient sampling method, the data were collected from middle schools in Seoul, Gyeonggi, Chungcheong, Jeonnam, and Gwangju and a total of 412 copies were analyzed. The descriptive statistics, Chronbach's α, t-test, and stepwise regression analysis were performed using the SPSS and the results were as follows. First, rational consumption behavior was 3.18 and self-esteem was 3.54 on a 5-Likert scale. As for consumer socialization agents, parents was the highest at 3.13, followed by school 2.83, mass media 2.78 and peers 2.73. Second, the average comparison of rational consumption behavior and consumer socialization agents by gender showed that there was no gender difference in rational consumption behavior, but in the case of consumer socialization, girls were higher than boys. Third, examining the influence of self-esteem and consumer socialization agents on rational consumption behavior, it was found that the amount of money, mass media, and peers showed an negative effects on rational consumption behavior, while self-esteem and parents showed positive effects on rational consumption behavior. In this regard, middle school students need to have more self-esteem and guide their peers so that their influence can be positive in the home economics class in order to become consumers with rational consumption behavior.

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