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http://dx.doi.org/10.7466/JKHMA.2013.31.5.173

Influence of Mass Media, Peers' Effects and Conformity on the Consumption-oriented Attitude and Conspicuous Consumption of Adolescent Consumers  

So, Young-Ha (Department of Child Development and Education, Myong-Ji University)
Han, You-Jin (Department of Child Development and Education, Myong-Ji University)
Publication Information
Journal of Families and Better Life / v.31, no.5, 2013 , pp. 173-184 More about this Journal
Abstract
The purpose of this study was to investigate adolescent consumers' consumption trends to identify their tendency for conspicuous consumption. To investigate adolescent consumers' consumption factors and conspicuous propensity for consumption, mass media, peers' effects & conformity were examined. The objects of the study are 503 middle and high school students in Seoul. The data were analyzed through frequency analysis, mean, standard deviation, t-test, Pearson's correlation, and hierarchical multiple regression analysis by using SPSS Win 12.0. The major results of this study are as follows: Firstly, the factors of gender, grade and allowance suggest a consumption-oriented attitude and conspicuous consumption is revealed to be the highest among female students rather than male students, and high school students rather than middle school ones. Allowance is significantly correlated with consumption-oriented attitude and conspicuous consumption. Secondly, factors that affect the propensity for the consumption-oriented attitude of adolescent consumers are mass media, peer conformity, and effects. Thirdly, the factors affecting the propensity for the conspicuous consumption of adolescent consumers are peers' effects, mass media, and peer conformity. This investigation could contribute to enhancing the understanding of adolescent consumers.
Keywords
adolescent consumers; consumption-oriented attitude; conspicuous consumption;
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Times Cited By KSCI : 2  (Citation Analysis)
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