• Journal of the Korean Home Economics Association
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• v.36 no.3
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• pp.131-144
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• 1998

This study attempts to analyze the propensity for conspicuous consumption of the adolescent consumers and related variables such as socio-economic variables, consumer experience, materialism and consumption-oriented attitudes to provide a basis for the development of consumer education program. The survey of this research was conducted by means of self admistered questionnaire with 788 adolescent consumers attending middle and high school located in Ulsan. The results of this research were as follows: 1) The average level of the propensity for conspicuous consumption was a little high median point. This implies that consumer education is necessary for the adolescent consumer in order to reduce the level of conspicuous consumption. 2) The adolescent consumers' propensity for conspicuous consumption varies significantly according to the socio-economic variables such as sex, grade, the allowance interval, the amount of allowance, the mother's education and the subjective level of household consumption. 3) The propensity for conspicuous consumption is positively correlated with materialism and the consumption-oriented attitudes. The consumer experience is positively correlated with materialism and not significantly correlated with the propensity for conspicuous consumption and the consumption-oriented attitudes. Materialism is positively correlated with the consumption-oriented attitudes. 4) According to the results of the regression analysis examining the influences of variables affecting the propensity for conspicuous consumption, the relative importance of the variables are in the order of; materialism, the consumption-oriented attitudes, sex and the amount of allowance. These independent variables explains 49.3% of the total variance about the propensity for conspicuous consumption.

• Journal of the Korean Home Economics Association
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• v.40 no.12
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• pp.31-48
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• 2002

The objective of this study was to find variables related to propensity of compensatory consumption of university students in Korean and Japan. Questionnaires research method was conducted and 477 samples were selected. Korean undergraduates have higher propensity of compensatory consumption for negative feelings than Japan undergraduates. Japan undergraduates have higher propensity of compensatory consumption for positive feelings than Korean undergraduates. Korean undergraduates have a tendency to compensate positive and negative feelings by drinking. Japan undergraduates have a tendency to compensate positive feelings by eating out, and to compensate negative feelings by buying books. In compensatory consumption for positive feelings, Korean undergraduates is influenced by group identity, but Japan undergraduates is influenced by reference group. Propensity of compensatory consumption of Korean undergraduates is mostly influenced by consumption tendency, materialism, group identity, and self-concept. Propensity of compensatory consumption of Japan undergraduates is influenced by consumption tendency, materialism, reference group, and their family income. The strongest predictor of propensity of compensatory consumption of Korean and Japan undergraduates is consumption tendency, followed by materialism.

• Science of Emotion and Sensibility
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• v.19 no.3
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• pp.27-42
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• 2016

The purposes of this study were to investigate the emotional consumption propensity and the preferences for sensibility factors of fabrics(color tone, pattern and texture image), and to analyse the differences according to demographic variables and relationships between emotional consumption propensity and preferences for sensibility factors of fabrics, focusing on male and female consumers in 20's, 30's and 40's. The emotional consumption propensity were classified into symbolic consumption propensity, individual consumption propensity, aesthetic consumption propensity and hedonic consumption propensity. The subjects attached great importance in the order of aesthetic consumption propensity, individual consumption propensity and symbolic consumption propensity. Those factors of emotional consumption propensity showed partially significant difference according to demographic variables. Female consumers preferred various color tones than men did, and preference for light color tone showed significant differences according to gender and occupation of consumers. The preferences for floral pattern showed significant difference according to gender, age, education, occupation and marital status of consumers. The factors of the texture images for the fabrics showed partially significant difference according to demographic variables except education of consumers. There were almost significant relationships between emotional consumption propensity and the preferences for sensibility factors for fabrics.

• Fashion & Textile Research Journal
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• v.8 no.6
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• pp.655-664
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• 2006

This study aims to examine the gender characteristics depending on golfers' criteria of choosing golf-wear and to identify the differences in consumption propensity. The research methodology was through the use of questionnaires, completed by golfers in Gyeongnam. As a result of examining the gender differences in the criteria of choosing golf-wear, it has been found that female golfers give more considerations to suitability to body, care convenience, and functionality than male golfers do when choosing golf-wear. As a result of analyzing the factors regarding the consumption propensity of golf-wear, they are categorized into ostentaion, fashion, aesthetic appreciation and practicality. According to the consumption propensity, male golfers were classified into three groups: ostentatious perfection, practical, common group. Female golfer were classified into three groups: practical, common, ostentatious perfection group. Groups of men golfers showed significant differences in the factors of ostentation, fashion and aesthetic appreciation of the consumption propensity. Groups of women golfers, however, showed significant differences in the factors of ostentation and practicality of the consumption propensity. It is considered that marketers need to develop golf-wear according to the gender characteristics by referring to the fact that choice criteria differ according to gender and consumption propensity.

• Fashion & Textile Research Journal
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• v.14 no.4
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• pp.578-587
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• 2012

This study explored an impact of consumer innovativeness on fashion consumption propensity and clothing satisfaction, focusing on female consumers in 20's and 30's. Specifically, the smart phone users had been the subjects of study because they accept new things earlier than others. The collection of data was carried out for one month in September 2011, and a total of 390 copies were used for final analysis. A statistical package SPSS 16.0 was used for analysis of data. First, the impact of innovativeness on fashion consumption propensity was explored. It was found that the innovativeness has impact on ostentation-seeking propensity and personality-seeking propensity. The impact of innovativeness on the clothing satisfaction was explored. It was found that the innovativeness has negative impacts on tangible value satisfaction and intangible value satisfaction. Second, it was found that if an innovative consumer has less ostentation-seeking propensity and less personality-seeking propensity, the innovative consumer gets more satisfaction from tangible value of clothes. On the other hand, if an innovative consumer has less ostentation-seeking propensity, the innovative consumer gets more satisfaction from intangible value of clothes. Third, the differences in consumer innovativeness, fashion consumption propensity and satisfaction dependent on the age of consumers were explored. In innovativeness and fashion consumption propensity, fashion-seeking propensity and personality-seeking propensity had significant differences between different age groups. In satisfaction, tangible value satisfaction had significant difference between different age groups. However, there was no significant differences between different age groups in ostentation-seeking propensity, economy-seeking propensity and intangible value satisfaction.

• The Korean Journal of Franchise Management
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• v.11 no.1
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• pp.31-44
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• 2020

Purpose: The baby boomers and the millennials, who make up the largest share of the market, are showing the gap in their differentiated cultural styles. The purpose of this study is to study the consumption propensity and purchasing determinants of the baby boomers generation and the millennials generation, which have become a very important key pillar in shaping the market based on the cultural dimension model theory of h(=>H)opstead, and to identify the difference Research design, data, and methodology: In order to verify the research hypotheses, The data was collected from the baby boomers and the millennials using online questionnaires. The pre-test was conducted from October 10 to 12, 2019, and the main survey was conducted from October 15 to 25. A total of 230 copies were recalled, and the final 219 copies were used for the final analysis. Results: The consumption propensity between the baby boomers and the millennials differed in resource saving purchase propensity and impulse buying propensity. The baby boomers showed higher resource saving purchase propensity than the millennials, while the millennials showed higher impulse buying propensity. There was a difference in the determinants to purchasing only in the evaluation factor. Results of gender differences by generation, baby boomers differed in their planned purchase propensity, and women were higher. The millennials generation differed in resource saving purchase propensity and awareness propensity for others, all higher in men. In determinants to purchasing, the baby boomers did not differ in gender, and the millennials did differ in product factors. A canonical correlations analysis of the relationship between the baby boomers and the millennials showed a significant relationship between consumption propensity and determinants to purchasing. Also, the baby boomer generation has the biggest link between impulse buying propensity and evaluation factor. The millennials generation showed the biggest link between resource saving purchase and product factors. Conclusions: This study compared consumption propensity and determinants to purchasing of baby boomers and millennials on the basis of Hopstead's cultural dimension model theory to identify differences between generations, presenting practical and theoretical implications for establishing a correct understanding and specific marketing strategy among generation.

• Journal of Korean Home Economics Education Association
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• v.9 no.2
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• pp.161-174
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• 1997

The purpose of this study is to investigate the effects of self-concept, reference group, consumer education, and materialism on the propensity for conspicuous consumption of adolescents. The data used in this study were collected through questionnaires on 604 adolescents living in Cheju City. The data were analyzed by using SPSS PC(sup)+ program. The propensity for conspicuous consumption of adolescents differed significantly according to their age and allowance, and sex. The propensity for conspicuous consumption of the middle school students was higher than that of the high school students. The propensity for conspicuous consumption of boys was higher than of girl’s. The propensity for conspicuous consumption of the adolscents was influenced by materialism and the reference group. According to the results of the multiple regression analysis, the most influential factor was materialism and reference group. In clothing materialism was the most influential factor and the reference group was the second influential factor. But In shoes, bag, and school supplies the reference group was the most influential factor and materialism was the second influential factor.

• Korean Journal of Human Ecology
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• v.13 no.4
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• pp.581-598
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• 2004

The purpose of this study is to analyze the conspicuous consumption propensity of middle schoolers and to develop effective consumer education programs which help improve consumer socialization. Empirical data were collected by using a questionnaire for 500 middle schoolers who reside in the city of Daegu. The results of this study are as follows: First, significant differences in materialistic propensity can be found. It results from the difference in parents' educational background, amount of monthly pocket money, influence of mass media and friends, and the consumer education hosted by schools. Second, significant differences in the conspicuous consumption propensity can be found. It comes from the difference in materialistic propensity and control of purchasing behaviors. Third, the variables affecting the middle schoolers' propensity of conspicuous consumption include influence of mass media and friends, control of purchasing behaviors, influence of materialistic propensity, amount of monthly pocket money, and mother's educational background. Lastly, this study helps develop consumer education programs for the teenagers. The program should use statistics data, Internet, presentation materials, putting higher priority on experience activities, survey, analysis, discussion, and presentation rather than theoretical education.

• Korean Journal of Human Ecology
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• v.18 no.2
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• pp.381-395
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• 2009

This study was conducted to investigate effects of self concept of children consumers on consumption propensity of online items according to gender by considering that self, which means a thought on ownself, is expressed as online items in cyber space. Totally, 760 copies of the questionnaire were distributed and 716 ones were finally used as data for analysis in this study. The data were analyzed by using SPSS 14.0 and factorial analysis, Cronbach' ${\alpha}$, t-test, cross tabulation analysis and multiple regression were conducted. The results of this study could be summarized as follows. First, the factorial analysis performed to examine types of self concept found four factorial structures - justness, social, academic and family self. In addition, the factorial analysis done to determine compositional factors of irrational consumption propensity of children consumers showed three factorial structures - impulse buying, conspicuous consumption and imitative consumption. When the effects of personal variables, item-transaction variables and self concept on irrational consumption propensity of children consumers were investigated according to gender, significant factors affecting consumption propensity of both of the males and females were a monthly pocket money, time using the Internet and major transaction items. In addition, parents' permission for purchasing items, justness self and family self were found to be variables affecting consumption propensity in the male children. On the contrary, self concept of female children did not affect irrational consumption propensity.

• Journal of the Korean Home Economics Association
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• v.41 no.7
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• pp.145-156
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• 2003

The purpose of this study is to analyze the propensity of conspicuous consumption of adolescent consumers related to propensity of materialism. To achieve the purpose of this study, data were collected from 644 adolescent consumers through questionnaires. The results of this study, the adolescent consumers' propensity of conspicuous consumption varies significantly according to the variables such as sex, grade, monthly income, monthly average allowance, mother's age, residence, and their consuming education.