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College Students' Decision-Making Styles : An Analysis from the Perspective of Consumer Socialization  

Kim Young-Seen (Dept. of Consumers' Life Information, Chungnam National Univ.)
Park Ji-Young (Dept. of Consumers' Life Information, Chungnam National Univ.)
Publication Information
Journal of Families and Better Life / v.23, no.3, 2005 , pp. 77-91 More about this Journal
Abstract
This study conceptualized the factors affecting college students' consumer decision-making styles from the perspective of consumer socialization. A number of antecedent variables identified by preceding studies (age, gender, place where one grew up, job experience, main reason for working, amount of allowance, family income, socio-economic status) and socialization agents such as family, peers, mass media were included in the analysis. This study extends previous studies by examining a theoretical link between the antecedent variables and socialization agents. Three hundred and forty one undergraduate students in Daejeon were participated in this study. Stepwise multiple regression md path analysis were conducted. The results of this study are as follows: 1. Six consumer decision-making styles were identified. 2. The influence of the socialization agents, especially mass media and several antecedent variables, especially gender and main reason for working, played important roles in consumer decision-making styles. 3. Several antecedent variables, especially gender and family income, were related only with the influence of socialization agents. 4. Six path-analysis models that illustrate the relationships among the antecedent variables, the socialization agents and consumer decision-making styles were proposed.
Keywords
consumer socialization; consumer socialization agent; consumer decision-making styles;
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