Journal of Advanced Technology Convergence (미래기술융합논문지)

Korea Convergence Society (한국융합학회)
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Differences in Consumption Patterns according to the Personality Types of Enneagram

에니어그램 성격유형에 따른 소비패턴 분석

  • Song, Jieun (Division of Advertising & Brand Design, Graduate School of Design, Ewha Womans University)
  • 송지은 (이화여자대학교 디자인대학원 광고.브랜딩디자인학과)
  • Received : 2022.09.17
  • Accepted : 2022.09.23
  • Published : 2022.09.30
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Abstract

This study is a descriptive survey study conducted with the aim of analyzing differences in consumption patterns according to the personality types of the Enneagram and providing basic data that can be used for advertising and branding based on it. 43 people who explained the purpose of the study and agreed to participate were conveniently recruited. The research tools were investigated online with the type of personality of the Enneagram of Joo (2003) and the consumption pattern of Jeon (2013). The data analysis utilizes statistical methods such as descriptive statistics, frequency analysis, and one-way ANOVA in the IBM SPSS Statistics 23 program. For consumption patterns 1, 2, 3, and 6, there were statistically significant differences between personality types 1, 2, 3, 5, 7, and 9 (p<.050). Through this study, it was confirmed that consumption patterns vary depending on the type of personality of the Enneagram. The results of this study are expected to provide basic data in establishing effective strategies for branding and advertising of the design that consumers want.

본 연구는 에니어그램의 성격유형에 따른 소비패턴의 차이를 분석하고 이를 토대로 광고 및 브랜딩에 활용 가능한 기초자료를 제공하기 위한 목적으로 수행된 서술적 조사연구이다. 연구방법 연구 목적을 설명하고 참여에 동의한 43명을 편의 모집하였다. 연구도구는 주석진(2003)의 에니어그램 성격유형과 전수영(2013)의 소비패턴 문항으로 온라인을 통해 조사를 진행하였다. 자료분석은 IBM SPSS Statistics 26 프로그램의 기술통계, 빈도분석, 일원배치 분산분석 등의 통계법을 활용하였다. 소비패턴1, 2, 3, 6의 경우 성격유형 1, 2, 3, 5, 7, 9 유형 간에 통계적으로 유의한 차이가 있었다(p<.050). 본 연구를 통해 에니어그램 성격유형에 따라 소비패턴에 차이가 있음을 확인하였다. 본 연구의 결과는 소비자가 원하는 디자인의 브랜딩 및 광고에 효과적인 전략수립에 있어 기초자료를 제공할 수 있을 것으로 기대된다.

Keywords

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