• The Journal of the Korea Contents Association
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• v.19 no.5
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• pp.363-370
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• 2019

The purpose of this paper is to investigate motivational factors and consequence of the herd behavior of adolescent consumers under the buying decision process in the connected era of internet. For such purpose, this study built a research model and examined how sensitivity to fads, interaction and inaccuracy affect the disequilibrium consumption of adolescents. We also examined the relationship between disequilibrium consumption and consumption happiness. The survey method was used for this paper, and data from a total of 142 students were used for the analysis. And structural equation model was used to analyze the data. The results of this empirical study is summarized as followings. First, sensitivity to fads and interaction have direct effect on the disequilibrium consumption of adolescents. Second, disequilibrium consumption has a positive effect on adolescents' consumption happiness. This implies that the importance of herd behavior in designing rational choice in adolescents' consumption behaviors.