• Title/Summary/Keyword: consumption behavior

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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;Yu, Nan Sook
    • Journal of Korean Home Economics Education Association
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    • v.31 no.4
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    • pp.115-128
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    • 2019
  • 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.

The Effect of Consumer Knowledge, Money Attitude and Consumption Values on Rational Consumption Behavior in Adolescent (청소년의 소비자지식, 돈에 대한 태도 및 소비가치가 합리적 소비행동에 미치는 영향)

  • Seo, Eun-Suk;Jang, Yoon-Ok
    • Journal of Families and Better Life
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    • v.26 no.5
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    • pp.241-257
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    • 2008
  • The purpose of this study waw to investigate the effect of consumer knowledge of adolescents, money attitudes and consumption values on rational consumption behavior and the direct and indirect effects of these variables on rational consumption behavior. The subjects of this study were 524 students who were in the first grade and second grade of high school in Daegu. Multiple Regression Analysis and Path Analysis were employed for the data analysis. The major findings of this study were as follows: First, the knowledge of money management, the purchase knowledge and the consumerism knowledge effected on the money attitude, which regarded money as an instrument of future safety. Among these, it was found that the money management knowledge had the highest affect on this money attitude. The result suggests that the consumer knowledge affects desirable money attitude which regarded money as an instrument of future safety, and then consumer education influences positively money attitude. Second, the money attitude which regarded money as an instrument of future safety affected consumption values most, and the money attitude which regarded money as a means for approval of another person affected the ostentation, the conformity, the discrimination and the aesthetic enjoyment of consumption values. Third, the present study showed that the money attitude which regards money as an instrument of future safety and the economical consumption values were the important factor which affecting each subdimension of the rational consumption behavior. The result suggests the adolescents, who managed money well, saved it for the future, and saved the resources as much as possible when consuming, behaved rational and planned way through all process all process all consumption behaviors. Fourth, the consumer knowledge did not affect the rational consumption behavior directly, but indirectly through the money attitude and the consumption values. Therefore, the consumer knowledge, the money attitude and the consumption values were the important factor for the rational consumption behavior, and it revealed money attitude and consumption values played role as mediate variable. This study results suggest the consumer knowledge that adolescent have learned in school was theoretical and abstract, so it does not affect directly the rational consumption behavior. However these consumer consumption values affect the consumption behavior.

A Study on the Meaning of Consumption Culture of Community Currency Movement: Focusing on "Hanbat-LETS" Participants' Consumer Behavior (지역화폐운동의 소비문화적 의미 연구: "한밭레츠" 참여자의 소비행동을 중심으로)

  • Chun, Kyung-Hee;Rhee, Kee-Choon
    • Korean Journal of Human Ecology
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    • v.14 no.4
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    • pp.593-611
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    • 2005
  • The purpose of this study is to explore the consumption cultural meaning of Community Currency Movement - a substitute currency institution - through an analysis of consumption behaviors and attitudes of Hanbat-LETS participants, who are recognized as the most active among Korea Community Currency Movements. The analytical method adopted in this study is the participation and observation method, along with the Focus Group Interview. Major findings are as follows: Hanbat-LETS participants experienced the following consumption behaviors and attitudes: economical consumption behavior creating the currency value, sustainable consumption behavior, consumption behavior shared with community, consumption behavior free from the need of competition and ownership, satisfaction from offering one's property, equal status and relationship among members, merry and happy attitude toward life. Community Currency Movement implies the consumption cultural meaning as followings: emergence of alienation through the realization of community society, practice of environment-friendly value, activation of region economy, development of one's ability and means of redemption of unemployment, construction of trustworthy society via trust.

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The Influence of Environment-friendly Agricultural Products(EAPs) Perception of Parents in Chung-buk Area on EAPs Consumption Behavior (충북 지역 학부모의 친환경 농산물에 대한 인식이 친환경 농산물 이용에 미치는 영향)

  • Choi, Mi-Kyung;Seo, Hyun-Chang;Baek, Seung-Hee
    • The Korean Journal of Food And Nutrition
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    • v.23 no.2
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    • pp.269-275
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    • 2010
  • The current exploratory study attempted to investigate the influence of environment-friendly agricultural products(EAPs) perception on EAPs consumption behavior. The survey was conducted to parents of elementary school in Chung-buk area by the help of homeroom teachers of each school. Out of 500 questionnaires administered, a total of 305 completed questionnaires were returned, yielding a response rate of 61%. Regarding buying behavior, 89.6% of respondents have ever bought EAPs, among them, 52.9% usually bought in a mart. The reason to buy EAPs was mostly safety(57.6%), nutrition & health(30.4%), and quality(7.0%). The 11 items representing the attitude and knowledge were analyzed, resulting in three distinct dimensions-'attitude', 'knowledge', and 'concern'. The knowledge level of EAPs was slightly higher than medium. Concerning the influence of EAPs perception on EAPs consumption behavior, the more having high knowledge and attitude level on EAPs, the more lead to the EAPs consumption behavior. This implicit the importance of education to enhance the knowledge level and positive attitude towards EAPs.

The Influence of Social Face Sensitivity on Vanity and Consumption Behavior (체면민감성이 허영심과 소비행동에 미치는 영향)

  • Park, Eun Hee
    • Family and Environment Research
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    • v.51 no.4
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    • pp.413-424
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    • 2013
  • The purpose of this study is to examine the influence of social face sensitivity on vanity and consumption behavior. Questionnaires were administered to 461 college students living in Deagu Metropolitan City and Kyungbook province. Frequency, factor analysis, reliability analysis, regression analysis, and t-test were used for data analysis. Social face sensitivity was categorized into consciousness of being embarrassed, social formality, other consciousness and prestigiousness. Vanity factors were found as physical price, achievement concern, achievement price, and physical concern. Consumption behavior were categorized into 5 factors such as ostentatious consumption, impulsive buying, external information search, brand trust, utilization of internet information and material-oriented. Consciousness of being embarrassed, social formality, and other consciousness, the sub-variables of social face sensitivity had significant effects on achievement concerns and physical concerns. Other consciousness of social face sensitivity had significant effects on all factors of consumption behaviors. There was significant differences in the prestige of social face sensitivity and physical concerns of vanity and ostentatious consumption, impulsive buying, and also in external information search and utilization of internet information of consumer behavior. This indicates that women showed high physical concerns for vanity and ostentatious consumption, impulsive buying, external information search and utilization of internet information of consumption behavior while men care more about prestigiousness of social face sensitivity.

Measuring the Causal Relationship among Factors Influencing Attitude toward Meat and Consumption Behavior (육류에 대한 태도와 소비행동에 영향을 미치는 요인들의 인과관계 평가)

  • Kang, Jong-Heon;Jeong, Hang-Jin
    • Journal of the Korean Society of Food Culture
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    • v.23 no.3
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    • pp.328-335
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    • 2008
  • The objective of this study was to evaluate the causal relationships among environmental belief, ambivalence, subjective norm, attitude and meat consumption behavior. A total of 318 questionnaires were completed. A structural equation model was employed to assess the causal effects of constructs. The results of the study demonstrated that the structural analysis results for the data also indicated excellent model fit. The effects of environmental belief, ambivalence, and subjective norm on attitude were statistically significant. The effects of environmental belief, subjective norm and attitude on meat consumption were statistically significant. The effects of attitude on intention were statistically significant. As had been expected, intention exerted a significant effect on meat consumption. Moreover, environmental belief and ambivalence exerted significant indirect effects on meat consumption through attitude. Subjective norm exerted a significant indirect effect on meat consumption through attitude and intention. Subjective norm also exerted a significant indirect effect on intention through attitude. In developing and testing conceptual models which integrate the relationship among behavioral belief, attitude variable, behavioral intention and meat consumption, this study may approach a deeper understanding of the complex relationship among meat consumption behavior-related variables. Greater understanding of the complex relationship among meat consumption behavior-related variables can improve the practical or managerial diagnosis of the problem and opportunities for different marketing strategies including meat production and meat product development and marketing communication.

Economic Distress of Households and Consumption Behavior (가계의 경제적 불안과 소비행동)

  • 정혜경;여정성
    • Journal of the Korean Home Economics Association
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    • v.37 no.8
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    • pp.1-14
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    • 1999
  • The purpose of this study has to investigate the economic distress and consumption behavior changes of urban households. Data for this study were collected from 519 households who have resided in seoul area. The results showed that the income distress was higher than the employment distress. The variavles that influenced on income distress were mainly economic variables, while in the employment distress, social-demo variables were. According to the resets that investigated the changes of consumption behaviors with respect to the dimensions of behavioral consumption, the quantity and price directive consumption changed greatly. Finally socio-economic variables were affecting on consumption behavior through the economic distress directly and indirectly.

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The Effect Chemyon Sensitivity on Wedding Beauty Consumption Behavior (체면민감성이 웨딩미용 소비성향에 미치는 영향)

  • Park, Sang-Yong;Kim, Sun-An
    • Fashion & Textile Research Journal
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    • v.9 no.6
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    • pp.589-594
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    • 2007
  • The purpose of this study was to investigate the effect of Chemyon(social-face) on wedding consumption behavior. To perform this study, the questionnaires were administered to 305 women in seoul and the data were analyzed by Frequency, Factor Analysis, and Multiple Regression Analysis. In the result of factors analysis, Chemyon factors were divided into being formal, being conscious of other people, and being ashamed. Consumption behaviors were divided into pursuit of high quality, pursuit of individuality, pursuit of actual profit, and pursuit of fashion. In the result of this study, the more people give an account of formality, the more they behave pursuit of high quality and the less they behave pursuit of individuality and fashion. The more they make much importance of being conscious of other people, the more they pursue consumption of individuality and fashion. Also the more high consumption of fashion, the less they have being conscious of other people. Therefore we can find through this study that Chemyon has an influence on wedding-beauty consumption behavior.

Variables Affecting on the Rationality of Consumption Behavior of Adolescent Consumers (청소년소비자의 소비행동의 합리성에 영향을 미치는 요인)

  • 권미화;이기춘
    • Journal of Families and Better Life
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    • v.18 no.2
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    • pp.175-190
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    • 2000
  • The purpose of this study is to investigate variables affecting on rationality of consumption behavior of adolescent consumers. The findings from data analysis can be summarized as follows: 1) The degree of the rationality of whole consumption behavior, buying behavior, using behavior and disposing behavior is not so high. Especially the degree of making a buying plan before they buy gathering information according to buying plan and applying gathered information is low but presenting a claim for inferior goods is high. Adolescent consumers don't tend to use products to the end and to exchange or donate disusing products. 2) According to the result of multiple regression analysis, sex, grade, application of advertisement, influence of parents, saving value, conspicuous value, pro-environmental value, aesthetic value, enjoyable value are variables affecting on the rationality of consumption behavior of adolescent consumers.

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Positioning Analysis of Oriental Melon Brand for the Marketing Activities (유통활성화를 위한 참외 브랜드 포지셔닝 분석)

  • Choi, Don-Woo;Do, Han-Woo;Cheung, Jong-Do;Lin, Qing-Long
    • Journal of Korean Society of Rural Planning
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    • v.19 no.2
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    • pp.11-20
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    • 2013
  • Consumer preference, marketing environment and various agricultural policy were changed recently. So it is necessary to analyze the consumption behavior for selection the target market. In this paper, we analyzed the consumption behavior and the brand positioning using oriental melon. From the results of analysis, firstly, consumers' age, job, education and the number of member of household were effected to consumption behavior of oriental melon. Secondly, the marketing factor was the most important when purchasing oriental melon. Thirdly, the brand of Sung-Ju Oriental Melon was evaluated to the best brand on brand name, brand image and brand message.