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http://dx.doi.org/10.5934/KJHE.2013.22.1.99

Classification and Analysis according to the Luxury - Frugality Consumption of Female Consumers  

Hong, Eunsil (Dept. of Family Environment and Welfare, Chonnam National University)
Publication Information
Korean Journal of Human Ecology / v.22, no.1, 2013 , pp. 99-116 More about this Journal
Abstract
The purpose of this research is to explore the levels of luxury-frugality consumption of the female consumers and classify their types on luxury-frugality consumption behaviors. Total of 479 on-line questionnaires were surveyed nationwide for this research in February, 2012. Statistical analysis was achieved by using t-test, one-way ANOVA, Duncan's multiple range test, ${\chi}^2$, and Ward' hierarchical cluster analysis with a total of 479 questionnaires. The research results are summarized as follows: First, the overall luxury-frugality consumption average mark of female consumers was 2.44. Second, all surveyed female consumers were classified into four types based on the means scores of two dimension luxury-frugality consumption behaviors. A total 26.51% of female consumers belonged to Type 1 (named as luxury consumption group) where females scored high points on two dimension luxury consumption behaviors. Type 2 (named as excessive consumption group) occupied 32.78% and this group scored low on the luxurious consumption but high on the overconsumption. Type 3 (named as prefer prestige group) occupied 28.39% and this group scored low on the overconsumption but high on the luxurious consumption. Type 4 (named as frugal consumption group) had 12.32% of females whose scores of two dimension luxury-frugality consumption behaviors were low.
Keywords
luxury-frugality consumption; self-esteem; materialism; locus of control; attitude toward money;
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Times Cited By KSCI : 12  (Citation Analysis)
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