Consumers' Purchasing Style Characteristics according to the Level of Product Involvement -The Case of University Students-

제품관여 수준에 따른 소비자 구매유형 특성에 관한 연구 -대학생 소비자를 대상으로-

The purpose of this study are; 1) To identify the basic characteristics of consumers' purchasing styles according to the level of product involvement. 2) To analyze the statistical differences about each purchasing style characteristics according to the level of product involvement and demographic variables. 3) To develop the model format for a Profile of Consumer Purchasing Style Characteristics, which will provide basic data for consumer education. The university students in Taegu area were the subjects of the survey. the sample size analyzed in this study was 310. Data were analyzed by frequency, percentile, mean, standard deviation, factor analysis, t-test, ANOVA and Scheff -test as a post-hoc analysis. The major findings of this study can be summarized as follows; 1) consumers' purchasing style characteristics of Korean university students were identified as 8 purchasing styles. 2) Each purchasing style characteristics of Korean university students showed middle level.(average 5-7 paints) 3) The demographic variables which generally affect each purchasing style characteristics were age, sex and family income. 4) A Profile of Consumer Purchasing Style Characteristics was proposed on the basis of these results. The model format developed in this study will be appliable to consumer education.