• The Korean Journal of Community Living Science
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• v.27 no.1
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• pp.31-47
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• 2016

This research examines the effects of consumers' moderation and simplicity, autonomy, and income level on happiness, and based on this, classifies consumer types and examines the differences in consumer happiness and life happiness in accordance with this classification. The questionnaire survey was conducted on adults in their 20's through 60's. Moreover, hierarchical regression analysis, cluster analysis, and the analysis of variance were conducted. The results of this research are as follows. First, on consumer happiness, moderation and simplicity, income level, autonomy, education level, and gender had significant effects; on life happiness, moderation and simplicity, income level, autonomy, and education level had significant effects. Second, consumers were classified into three types according to moderation and simplicity, autonomy, and income level, and when making a comparison based on these factors between consumer happiness and life happiness, both consumer happiness and life happiness showed significant differences, but the detailed aspects were different. In the case of consumer happiness, non-autonomous moderation and simplicity type were reported to have the highest sense of happiness, followed by autonomous moderation and simplicity type, and passive moderation and simplicity type, but in the case of life happiness, autonomous moderation and simplicity type were reported to have the highest sense of happiness, followed by non-autonomous moderation and simplicity type, and passive moderation and simplicity type.

• International Journal of Advanced Culture Technology
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• v.8 no.4
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• pp.249-254
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• 2020

This study are to show the relation between ethical consumption consciousness, life meaning and happiness of life. Specifically, this study aims to examine the mediation effects of the meaning of life in the relationship of the ethical consumption consciousness and happiness, a survey was conducted by collecting 265 valid questionnaires. SPSS and AMOS statistical package were used to examine the relationships between variables. The results showed that ethical consumption consciousness had a significantly positive effect on life meaning. It was also found that life meaning had a positive effect on happiness of life. This study is significant in the sense that it identifies ethical consumerism consciousness has a positive influence on life meaning and consumer happiness. In particular, the mediating effect of the meaning of life, which is drawing attention in various research fields, was confirmed in the relationship between ethical consumption consciousness and happiness. This study can be used as effective information for further ethical consumption education and suggested implications for enhancing ethical consumption consciousness and happiness in various ways.

• Journal of the Korea Society of Computer and Information
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• v.25 no.7
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• pp.203-211
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• 2020

This purpose of this study is to verity the impact of new logistics factors on the Intention of use and consumer happiness, the mediating effect of perceived benefits, and provide suggestions on how to improve the level of new distribution. Based on the previous theories of online experience, off-line experience, logistics experience, perceived benefits, Intention of use and consumer happiness, the study puts forward 6 key research hypotheses. Reliability and validity tests were carried out by using data collected on new logistics factors on the Intention of use and consumer happiness. The hypotheses are verified through structural equation modelling. The study on the impact of new logistics factors on the Intention of use and consumer happiness and the mediating effect of perceived benefits, indicates that online experience, off-line experience, logistics experience have positive effects on perceived benefits, the perceived benefits has positive effects on Intention of use and consumer happiness, and the Intention of use has positive effects on consumer happiness. Moreover, perceived benefits as the mediating variable have effects on the relationship between online experience, off-line experience, logistics experience and the Intention of use and consumer happiness. The study extended the existing previous studies to provide theoretical and practical implications by verifying the relationship between new logistics factors and the Intention of use and consumer happiness.

• Journal of Families and Better Life
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• v.32 no.6
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• pp.139-154
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• 2014

This study aims to devise a tool which can identify the concept of 'consumption happiness' and to develop a standardized scale to measure consumption happiness. How can we measure consumption happiness? Based on it, the concept and perspective of consumption happiness was formed and then the scale for measuring it was developed. To develop the scale, questions were extracted through a literature survey, an FGI interview was conducted and validity was verified through experts' opinions. Then the scale was developed by conducting a questionnaire survey for consumers. For the analysis of the research, SPSS 20. 0 for Windows and AMOS 17.0 were used and 500 consumers responded to an online survey. In order to examine the general characteristics of the investigation object, the technical statistics of frequency, percentage, average and standard deviation were performed. To develop the research, test-retest correlation, item-to-total correlation, Cronbach's ${\alpha}$ reliability, exploratory factor analysis and confirmatory factor analysis were conducted. The final 20-item consumption happiness scale, which consisted of four factors, was constructed in the end.

• Korean Journal of Human Ecology
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• v.23 no.5
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• pp.825-842
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• 2014

This study is to analyze essays on the practices of consumption happiness which the students who took the class 'consumption and happiness' wrote. To do this, 108 essays which the students submitted in both semesters in 2013 were analyzed qualitatively. As a result, the 4 themes such as 'reflection on the life of consumption', 'practices', 'changes', 'recognized meanings of the class' were extracted. Firstly, some students were reflective on their acts of consumption in everyday life. They have consumed in an undisciplined, unthoughtful manner and have experienced various negative emotions in their consumption, and have the motive of change. Secondly, the study showed the consumption of clothes, eating, house, leisure, body, digital, wedding is variously included in their practices of consumption. In the category of common practices, 'sharing consumption giving a bigger happiness', 'sustainable consumption caring about the earth and the next generation', 'smart consumption through discipline', 'responsible consumption considering community and producer', 'field trips and consumption of experience as learning' are included, and 'meaningful feeling of happiness through practices' are extracted. Thirdly, they have experienced positive changes such as reduction in consumption desire and increased concern with mind, relationship and conscious consumption. Fourthly, students think of the class as a necessary, useful, practical subject, and have a precious opportunity to learn many aspects they don't think about before, and don't practice, and say that they persistently continue to practice. Therefore, to promote the happiness as a consumer and consumer citizen leader in the society, it's necessary to offer a related class in more universities.

• Journal of the Korea Society of Computer and Information
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• v.24 no.4
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• pp.83-90
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• 2019

Is this paper, We propose to examined the relationship between advertising attributes and brand preference, consumer psychological repulsion, and consumer happiness. Due to the infinite competition between the companies, they are experiencing significant difficulties in operation. In this situation, effective advertising is obviously a very important means to overcome the difficulties of operation. Therefore, in order to maximize the advertising effect, sufficient awareness of the advertisement property and the production and exposure of the advertisement based on it can be very important. As such, the purpose of this study is to verify the effect of indirect advertising appearing on entertainment programs on consumers' preference for brands and their psychological resistance, and to verify the effect of consumers' preference for brands and psychological backlash on consumer happiness. In addition, the exposure pattern of indirect advertisement is intended to verify whether there is a control effect between the nature of the advertisement and the brand preference and psychological backlash. A total of 209 questionnaires were distributed to consumers who viewed program in order to achieve the purpose of this study. For empirical analysis, exploratory factor analysis, confirmatory factor analysis, frequency analysis, reliability analysis, structural equation model, and multimodal simultaneous comparison analysis were performed using SPSS V. 22.0 and AMOS V. 22.0. The results of the empirical analysis of this study are as follows. First, advertising attributes have a significant effect on brand preference. Second, the hypothesis that advertising attributes have a significant effect on psychological repulsiveness of consumers is partially adopted. Third, brand preference and psychological repulsion have a significant effect on consumer happiness. Fourth, we confirmed the moderating effect of PPL expression form in ad property, brand preference, and psychological repulsion. Based on these findings, we presented the implications, limitations and future research directions of the study.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.3
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• pp.377-388
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• 2022

The Personal sense of uniqueness (PSU) is positively associated with subjective well-being and has been recently shown its correlation with happiness, influencing consumer's experience behavior. However, the effects of hedonic and eudaimonic experience on conspicuous and inconspicuous (consumer's need for status and inner fulfillment) are unknown. The purpose of this research is to address a gap existing in the literature by testing the effects of PSU on hedonic and eudaimonic leisure experiences and how happiness leisure experiences effects conspicuous and inconspicuous consumption. The relationships hypothesized in the model are tested using partial least squares structural equation modeling (PLS-SEM) and bootstrapping procedure. Data was gathered using a self-administrated survey, answered by 200 consumers based on consumers' leisure experiences. The findings of this study suggest that (i) PSU positively and significantly influence hedonic and eudaimonic happiness; (ii) the effect of PSU on eudaimonic happiness is higher than in hedonic happiness; (iii) eudaimonic happiness positively and significantly influence conspicuous and inconspicuous consumption; and (iv) hedonic happiness negatively and significantly influence conspicuous and inconspicuous consumption. This study helps fill a gap in the literature by introducing and testing the effect of hedonic and eudaimonic leisure experiences and the relationship between these constructs and PSU and (in) conspicuous consumption.

• Journal of Korean Home Economics Education Association
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• v.36 no.2
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• pp.89-100
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• 2024

Consumer happiness is the ultimate goal pursued by consumers, and it is important to understand the variables related to it. This study analyzed the mediating effects of sense of community and relational consumption to study the relationship between loneliness and consumer happiness. For the study, 288 university students were randomly sampled and an online survey was conducted from May 4 to May 31, 2023. For data analysis, serial mediation analysis was performed using Hayes' SPSS Process Macro (version 3.5.2) model 6, and Bootstrapping was performed to verify the significance of indirect effects. The results of the analysis are as follows: First, in the relationship between loneliness and consumer happiness among students, the sequential mediating effect of sense of community and relational consumption was statistically significant. Second, it was found that the level of loneliness of students seeking financial support has a negative effect on relational consumption, and relational consumption has a positive effect on consumer happiness. Third, when seeking psycho-emotional support, loneliness has a positive effect on a sense of community, a sense of community has a positive effect on relational consumption, and relational consumption has a positive effect on consumer happiness.

• The Korean Journal of Community Living Science
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• v.27 no.2
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• pp.265-280
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• 2016

The study examined the effects of fathers' parenting involvement and parenting behaviors on child happiness. A total of 270 elementary school students in 4th, 5th, and 6th grades (139 boys and 131 girls) participated in the study and completed the questionnaires. The collected data were analyzed using descriptive statistics, analyses of variances, correlation coefficients, and multiple regression. Fathers' parenting involvement and parenting behaviors did not differ by gender and grades, but child happiness partially differed in response to those factors. Additionally, child happiness was significantly positively correlated with fathers' parenting involvement and parenting behaviors. Moreover, fathers involvement in leisure activities, daily-life guidance, and study guidance, as well as their being warm receptive and rejective restrictive parenting behaviors were found to be significant variables influencing child happiness. Overall, the results of this study suggest fathers' play important roles in child happiness and that development of an education program for fathers is warranted.

• Human Ecology Research
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• v.57 no.2
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• pp.185-199
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• 2019

This study examined the effects of considered attributes when purchase on consumption attitudes and consumption happiness as well as compared the effects for sensible consumption and sentimental consumption. Data was collected from 373 consumers in 20s and 30s from November 15th to 20th in 2017. IBM SPSS 25.0 was used for basic statistical analyses and for paired t-tests, and lavaan 0.6-3 package and semTools package in R 3.3.3(2017-03-06) was used for structural equation modeling. The results of this study are summarized as follows. First, there were almost no differences in product types between sentimental consumption and sensible consumption. Second, consumption attitudes toward sensible consumption were more positive than sensible consumption; however consumption happiness from sentimental consumption was higher than from sensible consumption. Third, considered attributes when making purchases were divided into subjective, objective, and symbolic with the effects of these attributes on consumption attitudes and consumption happiness analyzed by structural equation modeling. Regardless of sentimental or sensible consumption, objective selection attributes have a positive effect on consumption attitude, but subjective selection attributes have a positive effect on consumption happiness. This study implies that sentimental consumption has a positive value for contemporary consumers and that it should be counted as a feasible consumption activity to enhance consumption happiness.