가정과삶의질연구 (Journal of Families and Better Life)

  • 제32권4호
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  • Pages.91-104
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  • 2014
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  • 2765-1932(pISSN)
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  • 2765-2432(eISSN)
가정과삶의질학회 (Korean Home Management Association)
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현대 소비자의 소비스타일에 관한 연구: 서울 거주 성인 소비자를 중심으로

A Study of Modern Consumers' Consumption Style

  • 투고 : 2014.05.16
  • 심사 : 2014.08.13
  • 발행 : 2014.08.31
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초록

This study aims to understand how consumers consume by presenting the concept of 'consumption style' and the meaning of consumption for modern consumers. As modern consumers cannot lead their daily lives without engaging in consumption, their daily lives are deeply related to consumption. However, we have not been largely interested in how we manage consumption. It is a fact that marketing-oriented studies are focused on consumers for the establishment of corporate activities and strategies until now. For the analysis of the research, SPSS for Windows and AMOS were used. In order to examine the general characteristics of the investigation object, the technical statistics of frequency, percentage, average and standard deviation were obtained. To develop the research item analysis, Cronbach's ${\alpha}$, exploratory factor analysis, confirmatory factor analysis and cluster analysis were conducted. Based on the meaning of consumption through the consideration of preceding studies, the consumption style was extracted with 4 economic, socio-cultural, psychological and ethical perspectives. Also, 4groups were classified according to the type of consumption style: professional consumers, practical consumers, indifferent consumers and emotional consumers.

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