Human Ecology Research

The Korean Home Economics Association (대한가정학회)
권호 표지
DOI QR코드

DOI QR Code

Sentimental Consumption and Sensible Consumption: Comparison of Consumption Attitudes and Consumption Happiness

감성적 소비와 이성적 소비: 소비태도와 소비행복의 비교

  • Lee, Su Kyeong (Department of Consumer and Family Sciences, Sungkyunkwan University) ;
  • Kim, Kee Ok (Department of Consumer and Family Sciences, Sungkyunkwan University)
  • 이수경 (성균관대학교 소비자가족학과) ;
  • 김기옥 (성균관대학교 소비자가족학과)
  • Received : 2018.12.06
  • Accepted : 2019.02.19
  • Published : 2019.05.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study examined the effects of considered attributes when purchase on consumption attitudes and consumption happiness as well as compared the effects for sensible consumption and sentimental consumption. Data was collected from 373 consumers in 20s and 30s from November 15th to 20th in 2017. IBM SPSS 25.0 was used for basic statistical analyses and for paired t-tests, and lavaan 0.6-3 package and semTools package in R 3.3.3(2017-03-06) was used for structural equation modeling. The results of this study are summarized as follows. First, there were almost no differences in product types between sentimental consumption and sensible consumption. Second, consumption attitudes toward sensible consumption were more positive than sensible consumption; however consumption happiness from sentimental consumption was higher than from sensible consumption. Third, considered attributes when making purchases were divided into subjective, objective, and symbolic with the effects of these attributes on consumption attitudes and consumption happiness analyzed by structural equation modeling. Regardless of sentimental or sensible consumption, objective selection attributes have a positive effect on consumption attitude, but subjective selection attributes have a positive effect on consumption happiness. This study implies that sentimental consumption has a positive value for contemporary consumers and that it should be counted as a feasible consumption activity to enhance consumption happiness.

Keywords

References

  1. Adomaviciute, K. (2013). Relationship between utilitarian and hedonic consumer behavior and socially responsible consumption., Economics & Management, 18 (4), 754-760. https://doi.org/10.5755/j01.em.18.4.5580
  2. Ahmad, S., Zulkurnain, N. N., & Khairushalimi, F. I. (2016). Assessing the validity and reliability of a measurement model in Structural Equation Modeling (SEM). British Journal of Mathematics & Computer Science, 15 (3), 1-8. https://doi.org/10.9734/BJMCS/2016/25183
  3. Ahn, I. J. (2000). Is the consumer rational or emotional? Journal of Tourism & Hotel Management, 2 (1), 148-159.
  4. Ahn, S. H., Myeong, S. H., & Yoon, D. I. (2014). The effects of emotional value of consumption of coffee shop users on their consumption propensities and customer behavioral intentions. The Tourism Sciences Society of Korea, 38 (8), 271-293.
  5. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103 (3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411
  6. Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79 (2), 77-95. https://doi.org/10.1016/S0022-4359(03)00007-1
  7. Bacon, D. R., Sauer, P. L . , & Young, M. (1995). Composite reliability in structural equations modeling. Educational and Psychological Measurement, 55 (3), 394-406. https://doi.org/10.1177/0013164495055003003
  8. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16 (1), 74-94. https://doi.org/10.1177/009207038801600107
  9. Basaran, U., & Buyukyilmaz, O. (2015). The effects of utilitarian and hedonic values on young consumers' satisfaction and behavioral intentions. Eurasian Journal of Business And Economics, 8 (16), 1-18. https://doi.org/10.17015/ejbe.2015.016.01
  10. Bollen, K. A. (1989). Structural equations with latent variables . New York, NY: Wiley.
  11. Botti, S., & McGill, A. L. (2011). The locus of choice: Personal causality and satisfaction with hedonic and utilitarian decisions. Journal of Consumer Research, 37 (6), 1065-1078. https://doi.org/10.1086/656570
  12. Choi, H. S. (2011). All human emotion. Paju: Booksea.
  13. Choi, J. I. (2003). Brand's attitude toward consumer purchasing behavior: it's role in the consumer-brand relationship (Unpublished master's thesis). Hongik University, Seoul, Korea.
  14. Choi, N. H., Ahn, R. N., & Na, K. J. (2011). A study of thinking style and consumption behavior in consumer's decision making. Science of Emotion & Sensibility, 14 (2), 279-292.
  15. Choi, S. H., Lee, M. H., & Lee, D. H. (2002). The two sides of the consumer market. Seoul: Samsung Economic Research Institute.
  16. Choi, S. M., & Choi, K. H. (2011). The effect of shopping tourists' emotional consumption tendencies on luxury brand attachment and loyalty: A moderating effect of brand benefit. Commerce and Economics Review, 27 (2), 197-219.
  17. Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71. https://doi.org/10.1509/jmkr.37.1.60.18718
  18. Dunn, R. J., Baguley, T., & Brunsden, V. (2014). From alpha to omega: A practical solution to the pervasive problem of internal consistency estimation. British Journal of Psychology, 105 (3), 399-412. https://doi.org/10.1111/bjop.12046
  19. Dunn, S. C., Seaker, R. F., & Waller, M. A. (1994). Latent variables in business logistics research: Scale development and validation. Journal of Business Logistics, 15 (2), 145-172.
  20. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research . Boston: Addison Wesley Pub. Co.
  21. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation modes with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50. https://doi.org/10.1177/002224378101800104
  22. Gefen, D., & Straub, D. W. (2005). A practical guide to factorial validity using PLS-Graph: Tutorial and annotated example. Communications of the Association for Information Systems, 16 (1), 91-109. https://doi.org/10.17705/1CAIS.01605
  23. Ha, Y. W., Ahn, S. W., & Lee, Y. (2002). Consumer choice among alternatives with hedonic and utilitarian attributes: The impact of choice range and mode. Journal of Consumer Studies, 13 (1), 139-157.
  24. Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40 (3), 414-433. http://dx.doi.org/10.1007/s11747-011-0261-6
  25. Han, S. H. (2012). The influence of consumer need satisfaction and formation of emotion after hedonic consumption on life satisfaction. Consumption Culture Studies, 15 (1), 45-72. https://doi.org/10.17053/jcc.2012.15.1.003
  26. Hills, P., & Argyle, M. (2002). The Oxford Happiness Questionnaire: a compact scale for the measurement of psychological well-being. Personality & Individual Differences, 33 (7), 1073-1082. https://doi.org/10.1016/S0191-8869(01)00213-6
  27. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46 (3), 92-101. https://doi.org/10.1177/002224298204600314
  28. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9 (2), 132-140. https://doi.org/10.1086/208906
  29. Hong, S. J. (1995). X generation’s mass media access status and its advertising strategy. Wonkwang Journal of Business Administration, 17 , 71-96.
  30. Hooper, D., Coughlan, J., & Mullen, M. (2008). Structural equation modeling: guidelines for determining model fit. Electronic Journal of Business Research Methods, 6 (1), 53-60.
  31. Howell, R. T., & Hill, G. (2009). The mediators of experiential purchases: Determining the impact of psychological needs satisfaction and social comparison. Journal of Positive Psychology, 4 (6), 511-522. https://doi.org/10.1080/17439760903270993
  32. Hwang, M. W. (2006). Study on the innovativeness of consumer and propensity of emotional consumption value in the adoption of a new product-A broadband user approach (Unpublished doctoral dissertation). Chung-ang University, Seoul, Korea.
  33. Jantzen, C., Ostergaard, P., & Fitchett, J. A. (2004). Just for fun - a history of mentality based analysis of hedonic and experiential consumption. Advances in Consumer Research, 31 (1), 328.
  34. Jang, H. J. (2011). Study on the theory of happiness in Epicurus' Hedonism (Unpublished master's thesis). Dongeui University, Busan, Korea.
  35. Jang, H. S. (2014). Consumer's consumption happiness, how can we measure it? Korean Home Management Association, 32 (6), 139-154. https://doi.org/10.7466/JKHMA.2014.32.6.139
  36. Jeon, M. Y., & Kim, N. D. (2011). Do experiences make people happier than material possessions? Consumer Policy and Education Review, 7 (2), 55-75.
  37. Jha, S., & Adhikari, A. (2016). Goal congruence in hedonistic and utilitarian reasons for purchase and features of a product. South Asian Journal of Management, 23 (2), 72-89.
  38. Jin, B. H., & Koh, A. R. (1999). The effects of consumer's clothing price perceptions on hedonic shopping values. Journal of Consumer Studies, 10 (3), 67-84.
  39. Jung, M. Y. (2001). The effects of hedonic aspect of consumer involvement on purchase behavior. Korean Business Review, 14 , 211-235.
  40. Kim, S. B., Huh, N. I., Lee, S. H., Park, Y. S., & Jang, H. Y. (2015). Consumer behavior. Seoul: Myungkyungsa.
  41. Kim, N. D. (2003). A study on the concept of rationality in consumer studies. Journal of Consumer Studies, 14 (3), 85-106.
  42. Kim, N. D. (2016). Trend Korea 2017. Seoul: Miraebook.
  43. Kim, Y. H. (2012). An exploratory study on the application of attitudecertainty index as the indicator of advertising effectiveness predicting consumer behavior. Korean Society for Journalism & Communication Studies, 8 (1), 245-279.
  44. Kim, Y. J., & Lee, K. H. (2003). A study of the relationship between fashion sensibility and emotion (Part II). Journal of the Korean Society of Clothing and Textiles, 27 (3), 418-428.
  45. Kim, Y. W., & Choi, J. M. (2016). A study of emotional consumption propensity and preferences for sensibility factors of the fabric. Science of Emotion & Sensibility, 19 (3), 27-42. http://dx.doi.org/10.14695/KJSOS.2016.19.3.27
  46. Kwag, S. H., Lee, S. J., & Lee, K. L. (2015). The effect of emotional consumption value on risk-taking: focus on SmartTV. Journal of Knowledge Information Technology and Systems, 10 (1), 35-45.
  47. Kwon, J. Y. (2017). Consumer happiness and social comparisons on SNS in experiential and material purchases (Unpublished master's thesis). Seoul National University, Seoul, Korea.
  48. Lee, H. S. (1997). A modified BI model on gift selection behavior and the effects of moderating variables. Journal of Consumer Studies, 8 (2), 21-41.
  49. Lee, H. S., Ahn, G. H., & Ha, Y. W. (2015). Consumer Behavior. Seoul: Jyphyuntae.
  50. Lee, K. H. (1998). Human sensibility and emotion in sensibility ergonomics. Korean Journal of the Science of Emotion & Sensibility, 1 (1), 113-122.
  51. Lee, Y. C., & Jang, H. S. (1996). A study on consumer satisfaction. Jangan University, 16 (1), 514-551.
  52. LG Economic Research Institute. (2014). Seven patterns of consumer demand creation . Retrieved January 21, 2014, from http://www.lgeri.com/report/view.do?idx=18400
  53. Lipovetsky, G. (2009). Paradoxical happiness. Hyperconsumer Testing, Gallimard Publishing (M. A. Jung, Trans.). Paju: Almabooks. (Original work published 2006).
  54. Lu, C. S., Lai, K. H., Cheng, T. E. (2007). Application of structural equation modeling to evaluate the intention of shippers to use internet services in liner shipping. European Journal of Operational Research, 180 (2), 845-867. https://doi.org/10.1016/j.ejor.2006.05.001
  55. Lu, J., Liu, Z., & Fang, Z. (2016). Hedonic products for you, utilitarian products for me. Judgment & Decision Making, 11(4), 332-341.
  56. McDonald, R. P. (1970). The theoretical foundations of principal factor analysis, canonical factor analysis, and alpha factor analysis. British Journal of Mathematical and Statistical Psychology, 23 (1), 1-21. https://doi.org/10.1111/j.2044-8317.1970.tb00432.x
  57. Merish, L. (1996). Sentimental consumption: Harriet Beecher Stowe and the aesthetics of middle-class ownership. American Literary History, 8 (1), 1-33. https://doi.org/10.1093/alh/8.1.1
  58. Min, D. G., Kim, S. A., Kwon, K. D., Kim, D. B., & Lee, I. J. (2012). The effect of attitude and purchase intention on multidimensional consumption values of fair trade product. Korea Corporation Management Association, 19 (4), 139-156.
  59. Nam, S. K. (2017). Positive psychology. Paju: Yswpub.
  60. Nicolao, L., Irwin, J. R., & Goodman, J. K. (2009). Happiness for sale: Do experiential purchases make consumers happier than material purchases? Journal of Consumer Research, 36(2), 188-198. https://doi.org/10.1086/597049
  61. Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42 (1), 43-53. http://dx.doi.org/10.1509/jmkr.42.1.43.56889
  62. Padilla, M. A., & Divers, J. (2016). A comparison of composite reliability estimators: Coefficient Omega confidence intervals in the current literature. Educational and Psychological Measurement, 76 (3), 436-453. https://doi.org/10.1177/0013164415593776
  63. Park, C., Kang, Y. R., & Kim, B. C. (2011). Hedonic shopping motivations of Korea consumers. Institute of Industrial and Business Management of Kyungnam University, 34 (1), 47-75.
  64. Park, M. H., Park, M. H., Song, I. S., Jung, J. W., & Son, S. H. (2011). Who is a happy consumer? Paju: GyomoonPub.
  65. Raykov, T. (1997). Estimation of composite reliability for congeneric measures. Applied Psychological Measurement, 21 (2), 173-184. https://doi.org/10.1177/01466216970212006
  66. Rosseel, Y. (2012). Lavaan: An R package for structural equation modeling. Journal of Statistical Software, 48(2), 1-36. https://doi.org/10.18637/jss.v048.i02
  67. Sakabe, M., Arihuku, K., Gurosaki, M., Nakajima, Y., & Makino, A. (2009). Kant dictionary (S. C. Lee, Trans.). Seoul: b. (Original work published 1997).
  68. Sarkar, A. (2008). Latest trends in consumer buying behavior in lifestyle centers worldwide. Journal of Management Research, 7 (6), 70-82.
  69. Sung, Y. S., Yoo, C. J., Lee, J. Y., Park, E. A., Yang, Y. J., & Jung, S. J. (2013). Comparisons of consumption happiness by consumption typology. Journal of Consumer Studies, 24 (2), 1-23.
  70. Traditional Marketing Strategy Research Society. (1993). Emotional consumption, Take rational consumption. Seoul: Sodambooks.
  71. Van Boven, L., & Gilovich, T. (2003). To do or to have? That is the question. Journal of Personality and Social Psychology, 85 (6), 1193-1202. https://doi.org/10.1037/0022-3514.85.6.1193
  72. Viladrich, C., Angulo-Brunet, A., & Doval, E. (2017). A journey around alpha and omega to estimate internal consistency reliability. Annals of Psychology, 33 (3), 755-782. https://doi.org/10.6018/analesps.33.3.268401
  73. Yang, Y., & Green, S. B. (2011). Coefficient alpha: A reliability coefficient for the 21st century? Journal of Psychoeducational Assessment, 29 (4), 377-392. https://doi.org/10.1177/0734282911406668
  74. Yoo, C. J., & Jung, H. E. (2002). Study of the effects of shopping experiences on behavioral intention in Internet shopping mall: Classification between utilitarian value and hedonic value. Journal of Consumer Studies, 13 (4), 77-100.
  75. Yoo, H. J., Kim, S. J., Kim, Y. L., Ahn, B, R., & Jeon, H. J. (2012). What influences consumers' regret after buying?: focusing on selfregulation and irrational consumer behavior. Consumer Policy and Education Review, 8 (2), 103-129.
  76. Yoon, C. H., & Choi, G. D. (2015). A tutorial on covariance-based structural equation modeling using R: focused on "lavaan" package. Journal of Digital Convergence, 13 (10), 121-133. https://doi.org/10.14400/JDC.2015.13.10.121
  77. Yoon, J. H. (2014). The influences of emotional consumption value and smart phone user experience on product satisfaction and acceptance intention (Unpublished doctoral dissertation). Konkuk University, Seoul, Korea.
  78. Zhang, Z., & Yuan, K. H. (2016). Robust coefficient alpha and omega and confidence intervals with outlying observations and missing data: Methods and software. Educational and Psychological Measurement, 76 (3), 387-411. https://doi.org/10.1177/0013164415594658

Cited by

  1. AHP를 이용한 배달음식 서비스품질의 중요도 조사 vol.21, pp.1, 2021, https://doi.org/10.5392/jkca.2021.21.01.196