• Journal of Families and Better Life
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• v.26 no.5
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• pp.241-257
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• 2008

The purpose of this study waw to investigate the effect of consumer knowledge of adolescents, money attitudes and consumption values on rational consumption behavior and the direct and indirect effects of these variables on rational consumption behavior. The subjects of this study were 524 students who were in the first grade and second grade of high school in Daegu. Multiple Regression Analysis and Path Analysis were employed for the data analysis. The major findings of this study were as follows: First, the knowledge of money management, the purchase knowledge and the consumerism knowledge effected on the money attitude, which regarded money as an instrument of future safety. Among these, it was found that the money management knowledge had the highest affect on this money attitude. The result suggests that the consumer knowledge affects desirable money attitude which regarded money as an instrument of future safety, and then consumer education influences positively money attitude. Second, the money attitude which regarded money as an instrument of future safety affected consumption values most, and the money attitude which regarded money as a means for approval of another person affected the ostentation, the conformity, the discrimination and the aesthetic enjoyment of consumption values. Third, the present study showed that the money attitude which regards money as an instrument of future safety and the economical consumption values were the important factor which affecting each subdimension of the rational consumption behavior. The result suggests the adolescents, who managed money well, saved it for the future, and saved the resources as much as possible when consuming, behaved rational and planned way through all process all process all consumption behaviors. Fourth, the consumer knowledge did not affect the rational consumption behavior directly, but indirectly through the money attitude and the consumption values. Therefore, the consumer knowledge, the money attitude and the consumption values were the important factor for the rational consumption behavior, and it revealed money attitude and consumption values played role as mediate variable. This study results suggest the consumer knowledge that adolescent have learned in school was theoretical and abstract, so it does not affect directly the rational consumption behavior. However these consumer consumption values affect the consumption behavior.

• Journal of the Korean Home Economics Association
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• v.33 no.5
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• pp.39-49
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• 1995

The purpose of this study is to understand the characteristics of intergenerational consumption-oriented attitude and consumer role performance. Major findings are as follows; 1) There is significant difference between the consumption-oriented attitudes of respective generations. The means of New generation are higher than the other generations especially in amusemental consumption-oriented attitude and tenacious consumption-oriented attitude. Baby-boomer generation is more interested in consumption than any other generation and has a rational consumption-oriented attitude. The older generation is passive to consumption and their consumption-oriented attitudes are those of amusement. 2) There is also the significant gap between the consumer role performance of generations. The means of new generation and older generation are higher in consumer role performances than other generations and are especially doing better in the roles of estimator and manager. 3) consumption-oriented attitudes illustrate the variation of consumer role performance and the stronger the rational or tenacious consumption-oriented attitude, the higher the consumer role performance and the higher the rational or tenacious consumption-oriented attitude, and the lower the passive consumption-oriented attitude, the higher the consumer performance. In purchaser and manager role, the more positive the consumption and the higher the rational consumption-oriented attitudes, the better the consumer role performance.

• Journal of Family Resource Management and Policy Review
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• v.19 no.2
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• pp.127-148
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• 2015

This study compared types of time and money attitudes by respondents' characteristics, and compared leisure consumption behavior and leisure satisfaction among different groups, which are classified by attitudes toward time and money. It also verified a structural model for the relationship of leisure satisfaction and the attitudes toward time and money, and investigated the moderating effects of leisure consumption behavior. Data were obtained from a questionnaire completed by 512 adult consumers. Using factor analyses and cluster analyses, this study classified the types of time and money attitudes. The time attitude was categorized according to four clusters: time-insensibility, future- oriented, present-oriented, and past-oriented. The money attitude was divided into four clusters: future safety, stinginess/anxiety, diversion, and power/prestige. The major findings of this study were as follows: First, the propensity of leisure consumption behavior to seek fashion and conspicuousness was higher for time-insensibility group than for the others. However, the propensity of rational consumption behavior for leisure was higher for the future-oriented group. The level of leisure satisfaction was the highest for the time-insensibility group. Second, the propensity of leisure consumption behavior to seek fashion and conspicuousness was higher for those who considered money as tools for diversion and power/prestige. The propensity of rational consumption behavior for leisure was higher for the future safety and stinginess/anxiety groups. The level of leisure satisfaction was significantly higher for the diversion group. Third, from the results of structural analyses, the time-insensibility attitude showed a positive effect on the leisure consumption behavior to seek fashion and conspicuousness. The future-oriented attitude had a positive effect on the propensity of rational consumption behavior for leisure. The money attitudes of diversion and power/prestige had positive impacts on the leisure consumption behavior to seek fashion and conspicuousness, although they had negative effects on the propensity of rational consumption behavior for leisure. The leisure consumption behavior to seek fashion and conspicuousness had a positive effect on leisure satisfaction, although the rational consumption behavior for leisure had a negative effect.

• Proceedings of the Safety Management and Science Conference
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• 2008.11a
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• pp.177-187
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• 2008

Today, Advertisement affects the daily consumption life of consumers because of the features and advantages of advertisement. In particular, and so does the TV advertisement. Therefore, customer education is required for the consumers so that they can lead a rational consumption through TV advertisement quality. The purpose of this research is to offer basic data which can help consumers to acquire necessary information and conduct rational consumption through TV advertisement. Also purchasing behavior of consumers communicate, demographic background, TV advertisement quality of what is the attitude of the relative influence presents.

• Journal of the Korean Home Economics Association
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• v.45 no.8
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• pp.25-38
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• 2007

The purpose of this study was to determine the level of reasonable consumer habits of adolescents based on their consumer socialization, consumer education, and purchasing skills, and to determine their brand orientation based on facts that adolescent years is the determining period for consumer socialization, that their role as consumers take up relative importance, and that consumer habits during this period is extremely important. The directions of consumer education for forming a reasonable consumer culture for adolescents based on the results of the study are presented as follows. First, by conducting a training program for consumer counselor that supports courses such as consumer aid that are held for adolescent consumers, adolescents must be led towards logical purchase habits and to practice reasonable purchase habits. Second, since consumer attitude that is learned and formed since youth is important, discussion sessions as well as consumer education programs that can foster proper consumer knowledge, attitude, and function needs to be developed by schools and the government. Third, This can form improper consumption values such as over consumptions, conspicuous consumption, and impulsive purchase that may appear in their adult years; therefore, a consumer education program must be continued in the homes, schools, and by the government so that adolescents can learn manage reasonable consumer values and consumer habits.

• Journal of Family Resource Management and Policy Review
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• v.13 no.3
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• pp.17-30
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• 2009

This study investigated the relationship between style of purchase behavior and search information, attitude, and behavior for energy saving. In addition, this paper classified several consumer groups based on their different styles of purchase behavior and investigated whether those groups differ in attitude and behavior for energy saving. The following is a summary of the main results. First, consumers were classified according to style of purchase behavior into a rational consumer group, a fashion- or brand-oriented group, a group uninterested in consumption, and a neutrally oriented group. Second, there were no significant differences among the four consumer groups in the amount of information search and the level of communication with other consumers related to energy-saving information; however, there were significant differences in terms of the information sources used. For example, the neutrally oriented group was more likely to use more objective information sources. Third, the level of attitude toward energy saving was more likely to be active when consumers were old and rational. Consumers with a high income, education and experience in energy saving, and an active attitude were more likely to be active in energy saving, especially in the disposal stage of purchase. Finally, attitude toward energy saving was the most influential factor in the level of energy-saving behavior.

• Journal of the Korean Home Economics Association
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• v.42 no.1
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• pp.81-97
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• 2004

The purpose of this study was to examine children's consumption level and related factors in an effort to lay the foundation for teaching children to lead rational consumer life and for improving consumer welfare, as it's assumed in this study that children's consumption problems would affect themselves throughout their lives. This study specifically intended to find out (1) child consumer problems, (2) how children's consumption problems were affected by their demographic variables, (3) whether consumer-education experience made any differences to their consumption problems at school, home and society, and (4) what types of demographic and consumer-education variables exercised influence on consumption problems. The findings of this study were as follows： First, children investigated were found to have middle level of consumption problems. Purchasing goods scored the lowest, and using goods scored the highest among consumption problems. Second, it turned out that boys suffered more consumption problems than girls. The reason seemed that as boys generally have lower experience in consumption attitude. Third, as to the correlation of the children's consumption problems to their consumer-education experience, money management was significantly associated with the presence or absence of experience to learn at school how to manage and save allowances. Also, the experience of consumer education by parents made a significant difference. The children's consumer consciousness and attitude varied with their experience to receive consumer education from mass media.

• Proceedings of the Safety Management and Science Conference
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• 2009.04a
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• pp.309-320
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• 2009

Today, Advertisement affects the daily consumption life of consumers because of the features and advantages of advertisement. In particular, and so does the TV advertisement. Therefore, customer education is required for the consumers so that they can lead a rational consumption through TV advertisement quality. In addition, with the introduction of the many new-born distribution channels, the recent market environment in apparel industry is changing, and the service and image of store types consumers can choose are increasing. The purpose of this research is to offer basic data which can help consumers to acquire necessary information and conduct rational consumption through TV advertisement. Also purchasing behavior of consumers communicate, feels of consumers about store image, TV advertisement quality of what is the attitude of the relative influence presents.

• Journal of Digital Convergence
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• v.13 no.11
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• pp.509-515
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• 2015

This study verified the effectiveness of various economic experience in adolescence on forming economic view. Survey was carried out for Asan-si residents and online homepage visitors in Sep. 2015, 116 cases were finally used for analysis. This study confirmed the moderating effect of interest in economy on the relationship between various economic experience in adolescence and formation of economic view, and analyzed differences depend on economic knowledge learning path. Various economic experience in adolescence positively affected economic comprehension, rational consumption attitude, start-up intention and the moderating effect of interest in the economy was verified. Demographic Characteristics and economic knowledge learning path also affected differences of economic view by the group. These study results suggest that experiential youth economic education program will be effective on forming economic view.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.1
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• pp.1-16
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• 2013

This study identified the effects of history length and brand legitimacy succession on Brand Historicity (BH) in Fashion Brand Stories and Brand Attitude (BA) with Consumer Orientation (CO). The study conducted an experiment where participants were surveyed after reading a manipulated brand story composed of 2 kinds of brand historicity, brand establishment year (150 years, 70 years, and 20 years) and legitimacy succession (legitimacy succession and legitimacy handover). The results are as follow. First, the sub-dimensions of Brand Historicity appeared to be brand uniqueness, traditionality, symbolism, and managerial traits. Second, brand legitimacy succession types influenced the perceptions of BH with CO. Third, brand legitimacy succession types influenced the perceptions of BA1 (rational brand attitude) and BH1 (brand uniqueness), BH2 (brand traditionality) with CO, which were BA's sub-dimension. Forth, the consumer orientations that influenced BH and BA appeared to be nostalgia orientation, conspicuous consumption orientation, and fashion orientation; however, uniqueness pursuit orientations influenced only BH.