The Korean Journal of Community Living Science (한국지역사회생활과학회지)

The Korean Society of Community Living Science (한국지역사회생활과학회)
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Classification of Consumer Types by Moderation and Simplicity, Autonomy, and Income Level, and Comparison of Happiness Accordingly

절제와 간소, 자율성, 소득 수준에 따른 성인소비자 유형분류와 유형별 행복 비교

  • Kim, Melean (Graduate of Family Environment & Welfare, Chonnam National University) ;
  • Hong, Eunsil (Dept. of Family Environment & Welfare, Chonnam National University)
  • 김미린 (전남대학교 생활환경복지학과 대학원) ;
  • 홍은실 (전남대학교 생활환경복지학과)
  • Received : 2015.12.28
  • Accepted : 2016.02.23
  • Published : 2016.02.29
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Abstract

This research examines the effects of consumers' moderation and simplicity, autonomy, and income level on happiness, and based on this, classifies consumer types and examines the differences in consumer happiness and life happiness in accordance with this classification. The questionnaire survey was conducted on adults in their 20's through 60's. Moreover, hierarchical regression analysis, cluster analysis, and the analysis of variance were conducted. The results of this research are as follows. First, on consumer happiness, moderation and simplicity, income level, autonomy, education level, and gender had significant effects; on life happiness, moderation and simplicity, income level, autonomy, and education level had significant effects. Second, consumers were classified into three types according to moderation and simplicity, autonomy, and income level, and when making a comparison based on these factors between consumer happiness and life happiness, both consumer happiness and life happiness showed significant differences, but the detailed aspects were different. In the case of consumer happiness, non-autonomous moderation and simplicity type were reported to have the highest sense of happiness, followed by autonomous moderation and simplicity type, and passive moderation and simplicity type, but in the case of life happiness, autonomous moderation and simplicity type were reported to have the highest sense of happiness, followed by non-autonomous moderation and simplicity type, and passive moderation and simplicity type.

Keywords

References

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