Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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Conspicuous Consumption of Children Consumers and Related Variables

  • Bok, Mi-Jung (Dept. of Service Management, Kwangju Women's University) ;
  • Seo, Jeong-Hee (Dept. of Child & Family Welfare, University of Ulsan)
  • Received : 2017.02.02
  • Accepted : 2017.02.21
  • Published : 2017.04.28
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Abstract

This study investigates the variables associated with the conspicuous consumption patterns of children consumers. The empirical analysis was done on materialism, recognition of advertising, self-regulation ability, and impulsive consumption. The results were as follows. First of all, children consumers tend to a little higher self-directed conspicuous consumption than others-oriented conspicuous consumption. Second, as a result of analyzing conspicuous consumption according to social demographic characteristics, a high tendency of conspicuous consumption was shown in groups that think their household economic status is upper middle class. Third, the variables affecting conspicuous consumption patterns of children consumers were materialism, recognition of advertising, and impulsive consumption. Materialism, recognition of advertising, and impulsive consumption had a positive effect.

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