Journal of Families and Better Life (가정과삶의질연구)

Korean Home Management Association (가정과삶의질학회)
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The Effect of Interpersonal Orientation on Consumers' Buying Motivations

대인관계성향이 구매동기에 미치는 영향

  • Kim Kee-Ok (College of Human Life sciences, Sung Kyun Kwan University) ;
  • Yoo Hyun-Jung (College of Human Ecology, Chungbuk University) ;
  • Nam Su-Jung (Research Institution for Human Life Sciences, In Ha University)
  • 김기옥 (성균관대학교 생활과학부) ;
  • 유현정 (충북대학교 주거환경 소비자학과) ;
  • 남수정 (인하대학교 생활과학연구소)
  • Published : 2006.06.01
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Abstract

In order to understand how consumers' buying motivation is formed, that is the starting point of consumer behavior or consumers' decision-making processes, we examined how the interpersonal orientation for consumers is organized to control buying motivation and create a stepping-stone for subjects' behavior in fast varied consumer environments. In addition, we examined what influence this interpersonal orientation has on consumers' buying motivations. The results are shown as follows: First, interpersonal orientation is classified into six categories, according to Cohen's three types, i.e., compliance, detachment I: emotion independence, detachment II: performance independence, detachment III: perception independence, aggressiveness I: competitiveness, aggressiveness II: aggressiveness. Second, based on our inspection of the relation between interpersonal orientation and consumers' buying motivations, for external motivation and internal motivation, the value of R2 in regression seems too low to act as an influencing power on interpersonal orientation, while in case of introjected motivation, identified motivation I: self respect, and identified II: pursuit of harmony, I there seems to be some relationship.

Keywords

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