Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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The Effect of Personal Value on Drinking Motive: Focus on Undergraduate Student Drinkers

개인의 가치가 음주동기에 미치는 영향: 대학생 음주자를 중심으로

  • Published : 2009.08.31
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Abstract

The purpose of the present study was to examine the relationship between personal value and the motivation for drinking of Korean undergraduate student alcohol drinkers. Data were obtained from undergraduate students experienced in alcohol consumption in Seoul, Kyeonggi-do, and Kyeongsangnam-do. Trained researchers for this particular study conducted the survey and data from 208 students was analyzed using the SPSS package program. In this study, two personal values were examined: 'internal value' and 'external value', and four motives for drinking alcohol were identified: social motive, coping motive, enhancement motive, and conformity motive. The results of the present study showed that personal value had significant effects on the motives for drinking of Korean undergraduate student alcohol drinkers: 1) The internal value was significant on the coping motive and enhancement motive. 2) The external value was significant on the social motive. 3) Neither value was significant on the conformity motive. Based on the findings of the present study, personal value would be a useful variable in the field of alcoholic beverage marketing such as alcohol consumption, consumer behaviors and segmentation of the alcoholic beverage market.

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References

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