• 대한가정학회지
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• 제40권12호
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• pp.31-48
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• 2002

The objective of this study was to find variables related to propensity of compensatory consumption of university students in Korean and Japan. Questionnaires research method was conducted and 477 samples were selected. Korean undergraduates have higher propensity of compensatory consumption for negative feelings than Japan undergraduates. Japan undergraduates have higher propensity of compensatory consumption for positive feelings than Korean undergraduates. Korean undergraduates have a tendency to compensate positive and negative feelings by drinking. Japan undergraduates have a tendency to compensate positive feelings by eating out, and to compensate negative feelings by buying books. In compensatory consumption for positive feelings, Korean undergraduates is influenced by group identity, but Japan undergraduates is influenced by reference group. Propensity of compensatory consumption of Korean undergraduates is mostly influenced by consumption tendency, materialism, group identity, and self-concept. Propensity of compensatory consumption of Japan undergraduates is influenced by consumption tendency, materialism, reference group, and their family income. The strongest predictor of propensity of compensatory consumption of Korean and Japan undergraduates is consumption tendency, followed by materialism.

• 가정과삶의질연구
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• 제26권1호
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• pp.1-14
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• 2008

The purpose of this study was to investigate compensatory consumption propensity by male and female college students. The subjects of the study were 483 college students in Seoul, and SPSS 12.0 was used for statistical analysis. Two different types of compensatory consumption were considered separately positive compensatory consumption and negative compensatory consumption. The major findings were as follows. First, for male college students, drinking was the most preferable means of compensatory consumption to compensate for both negative and positive emotions. For female college students, their consumption patterns tended to include clothing purchase and eating-out for positive emotions and eating-out, reading and drinking for compensating negative emotions. Second, for both male and female students, the consumption propensity for compensating positive emotion was found to be higher than that for compensating negative emotion. And the consumption propensities for compensating positive and negative emotions were higher for female students when compared to those of male students. According to the results of regression analysis showing the relative effect of each variable to compensatory consumption, sex and consumption tendency were found to be relative variables on both positive and negative compensatory consumptions. Female students were found to be more likely to consume for compensating emotion than male students after other variables were controlled. For positive compensatory consumption, consumption propensity and materialism were found to be the most effective variables, and for negative compensatory consumption, materialism was the most effective variable.

• 패션비즈니스
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• 제25권4호
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• pp.109-124
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• 2021

The millennial generation, which has emerged as one of the strongest influence and consumption power, pursues happiness of the present centering on "I"; consumes luxury products for themselves. The purpose of this study was to evaluate how the narcissism and materialism of the millennial generation affect the compensatory consumption of luxury products in negative situations and the moderating effect of self-control. This study included 315 millennial males and females living in Seoul and Gyeonggi area. Frequency analysis, reliability analysis, multiple regression analysis, and hierarchical regression analysis were conducted using SPSS 25.0 statistical program. Based on our findings, narcissism and materialism had a statistically significant effect on compensatory consumption under positive situations. However, while materialism had a statistically significant effect on compensatory consumption under negative situations, narcissism did not have a statistically significant effect on compensatory consumption under negative situations. Notably, self-control had a moderating effect in the influence of materialism on compensatory consumption under negative situations; narcissism did not. This study holds academic significance as the concept of compensatory consumption and self-control can be applied to the apparel study. Moreover, this study provides practically significant ideas on compensatory consumption and therefore marketing of luxury brands, based on consumers' characteristics.

• 산경연구논집
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• 제9권7호
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• pp.19-32
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• 2018

Purpose - This paper aims at exploring the effects of failure types such as failure in promotion orientation and failure in prevention orientation on consumers' consumption behavior, and the moderation role of lay theories in the effects. Research design, data, and methodology - This study employed 2 between-subject designs(failure in promotion orientation vs. failure in prevention orientation) and also 2 (failure in promotion orientation vs. failure in prevention orientation) with implicit self as the within-subject. Chinese consumers participated in the empirical study, and to verify the hypotheses ANOVA, T-test and regression analysis were used. Results - Consumers were more likely to choose adaptive consumption behavior rather than compensatory consumption behavior when they were encountered with failure in promotion orientation versus failure in prevention orientation. Lay theories did play the moderation role in the effect of failure types on consumption behavior. The incremental theorists who think that effort is an important way to accomplish their learning goals showed more willingness to conduct compensatory consumption behavior rather than adaptive consumption behavior. Conclusions - Marketers should put more attention on the ways by which their products can help consumers self-improve when consumers encounter with failure. They should also be aware of the importance of consumers' mindsets when designing and developing advertising messages.

• 문화기술의 융합
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• 제7권1호
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• pp.99-104
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• 2021

본 연구는 밀레니얼 세대를 대상으로 불안정 성인애착과 자아존중감이 보상소비에 미치는 영향력을 살펴보고자 한다. 만19~34세에 해당하는 밀레니얼 세대 379명의 응답을 바탕으로 위계형 회귀분석을 실시한 결과, 자아존중감은 칭찬형 보상소비와는 긍정적인 관계를 보이나, 위로형 소비와는 복잡한 관계를 보였다. 자아존중감은 1단계 분석에서 위로형 소비와 부적인 상관관계를 보이지만 2단계에서 불안정 성인애착을 포함하자 관계의 유의성은 사라졌다. 불안정 성인애착 변수들은 두가지 유형의 보상소비에 모두 유의한 영향을 미칠 뿐 아니라 회귀모델의 설명력을 크게 증가시키고 있어, 불안정 성인애착과 보상소비와의 관계가 크다는 사실을 시사한다. 본 연구는 성인기 초기에 있는 밀레니얼 세대의 보상소비행동이 개인심리와 대인관계에 의해 영향을 받는다는 사실을 발견했다는 점에 의의가 있다.

• 유통과학연구
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• 제18권2호
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• pp.79-89
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• 2020

Purpose: This research aimed at exploring the antecedents of feeling ashamed and anger when customers perceive the rightness of object of criticism induced from in-group failure triggered due to my mistake or others' mistake, and identifying the effects of shame and anger on customers' consumption type. Research design, data and methodology: This research used 2 (failure caused by my mistake versus failure caused by others' mistake) between- subjects design, and collected 353 data through on-line survey, and structural equation model of Amos 21.0 was used to verify the hypotheses developed by reviewing the past literature. Results: First, feeling anger motivates customers to choose compensatory consumption behaviors whereas shame leads people to choose adaptive consumption behaviors. Second, customer's feeling of shame and anger is depending on the perceived rightness of the criticism induced from the failure caused by my mistake or others' mistake. Conclusions: Marketers should notice that even shame and anger are included to negative emotions, customers who feel ashamed are different from customers who feel anger in view of approaching consumption. They should conduct their marketing focused on the adaptive consumption to ashamed consumers and do the marketing based on compensatory consumption to angry consumers.

• 디지털산업정보학회논문지
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• 제19권3호
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• pp.117-128
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• 2023

For Korea which has long been highly dependent on international trade for economic growth, the importance of the Brazilian market is likely to increase in the future considering its huge size of 216 million people. Therefore, it would be imperative to analyze and understand Brazilian consumer behavior correctly. This study examines differences in consumer behavior between Brazil and Korea in purchasing luxury goods. According to previous cultural studies, Brazilian consumers are expected to focus on the intrinsic value of products and show a strong compensatory consumption tendency, while Korean consumers focus on symbolic benefits and show a weak compensatory consumption tendency. After conducting and analyzing a survey of young people in their 20s in Korea and in Brazil, all of the hypotheses above were supported. The results suggests that when designing marketing communication strategy in Brazil, it will be more effective when communication is focused on the pleasure of purchasing luxury goods rather than social or symbolic benefits. This study is of greatest significance in that it is one of the few studies comparing the characteristics of Brazilian and Korean consumers.

• 산경연구논집
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• 제10권11호
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• pp.35-47
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• 2019

Purpose: Current study focused on investigating the effects of the self-dissociation as a thought in which consumers dis-identify or dissociate with the threatened in-group and the escapism as a tendency of consumers' distracting themselves and avoiding their thoughts about the in-group under severe but adoptable criticism by turning their attention elsewhere on across-domain compensatory consumption intention. And It explored not only the positive roles of undesirability thought against the in-group in consumers' forming the self-dissociation and the escapism, but also the effects of negative emotion to the in-group felt at the place of being exposed to the criticism against the in-group on the escapism. Research design, data, and methodology: The experiment was performed with the in-group-threatening single factor within-subject design. Questionnaire data were collected from 196 undergraduate students, and the data were used to testing research hypotheses by structural equation model of Amos 21.0. Results: First, both the self-dissociation of consumers' dis-identifying with the in-group criticized severely by others and the escapism of their deliberately directing their thoughts and distracting their attention away from thinking the in-group positively influenced on the across-domain compensatory consumption intention. Second, the negative emotion positively influenced on the escapism. Third, the undesirability thought to the in-group under the severe criticism positively effected on the self-dissociation as well as the escapism. Putting in the nutshell, the findings of this study are consistent with the idea that consumers can overcome the negative self-discrepancy on one dimension of their social identity by distracting themselves and avoiding thinking about the threatened in-group to find meaning on another dimension which might lead them to the place of doing the across-domain compensatory consumption. Conclusions - Focusing on the results of this study, checking which aspects of consumers' social identity are linked to products or brands is at issue to marketers when the consumers are faced with the criticism against the in-group. The marketers should build the messages about their products or brand not related to the checked aspects, and communicate the messages, to lead the consumers to the place of doing the across-domain compensatory consumption by their products or brands.

• 한국의류학회지
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• 제28권5호
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• pp.658-667
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• 2004

The purpose of this study was to examine factors affecting compulsive buying behavior purchasing behavior. Four hundred female college students who have purchased fashion products via Internet shopping or TV home shopping were surveyed. For data analysis, descriptive statistics, factor analysis, t-test, and multiple regression analysis were used. As the results, 16.3% of respondents were revealed as compulsive buyers. For materialism instrument, four factors of materialism were found and labeled as 'material'. 'consumption', 'happiness', and 'economic value' factors. Also, two factors of entertainment pursuit were also identified as 'change' and 'adventure' pursuit. There were statistically significant differences between compulsive buyers and non-compulsive buyers in terms of materialism, success, and change pursuit, self-esteem, compensation, impulsive purchasing, and binge eating. Compulsive consumption scores were correlated to higher materialism, compensatory, impulsive purchasing, binge eating, shifting, entertainment pursuit, and lower self-esteem. Also, results of multiple regression revealed that compensatory, binge eating, and happiness pursuit were significantly to related to compulsive buying.

• Human Ecology Research
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• 제52권3호
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• pp.243-253
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• 2014

This qualitative case study examined the experience of middle-aged homemakers with buying and wearing clothes. Clothing benefits and clothing purchase types were observed in the homemakers' daily clothing-related behavior. This study aims to understand clothing consumption values in light of clothing benefits and to determine purchasing methods, purchasing mental states, and personal characteristics according to the clothing purchase types of middle-aged homemakers. The participants of this study were four full-time homemakers and four homemakers with a job outside the home, all in middle age. This study was conducted through in-depth interviews based on an unstructured questionnaire, and the data were collected from January 2010 to October 2010. The results were as follows: first, the clothing benefits were identified as a social stereotype, aesthetic taste, economy, wearing situation, and age perception. The most important clothing consumption values to the middle-aged homemakers based on the observed clothing benefits were, in order: social value, emotional value, epistemic value, functional value, and conditional value. Second, the type of clothing purchase was observed to be planned buying, followed by impulse buying, and compensatory buying. Even when a homemaker planned to shop regularly, when they were exposed to an attractive retailer promotion, they seized on the opportunity on impulse or made a compensatory purchase to divert oneself. Even though homemakers prefer primarily impulse buying, when they went shopping for clothing with their mother-in-law or husband, they made planned purchase also.