• 제목/요약/키워드: Hedonic Consumption

검색결과 128건 처리시간 0.021초

사회적 재난 상황에서 예술소비에 대한 죄책감 연구 (A Study on Guilt for Art Consumption at the Time of Social Disaster)

  • 김은선;안성아;서영덕
    • 문화경제연구
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    • 제21권2호
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    • pp.175-196
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    • 2018
  • 국가적 재난과 같이 사회구성원에게 부정적 파장을 크게 일으키는 사건들을 사회적 재난이라고 한다. 사회학, 심리학 연구에 의하면 사회적 재난이 있을 때 피해를 입은 당사자뿐 아니라 간접적으로 소식을 접한 사회구성원들도 불안, 슬픔, 두려움, 죄책감 등의 감정을 경험한다. 최근 몇 년 간 세월호, 메르스, 탄핵 등의 사건이 발생할 때마다 문화예술 소비는 큰 폭으로 감소하였다. 본 연구는 사회적 재난 상황에서 예술소비가 위축되는 원인 중 하나를 죄책감으로 보았다. 특히 예술소비는 사치재적 그리고 쾌락적 성격이 강하므로 죄책감을 유발할 가능성이 더 클 수 있다. 이에 사회적 재난 상황에서 예술소비에 대한 죄책감과 소비증감의 관계를 보았으며, 개인의 죄책감 성향과 체면민감성, 공감 성향에 따라 그 죄책감의 크기가 달라지는지 실증적으로 검증하였다. 설문조사 자료를 분석한 결과 사회적 재난 상황에서 예술소비에 대한 죄책감이 높을수록 예술소비가 감소하였고 그 죄책감은 개인의 죄책감 성향과 공감 정도에 따라 커지는 것으로 나타났다. 반면 체면민감성은 죄책감에 유의한 영향을 미치지 못 하였다. 본 연구는 최근 몇 년간 사회적 재난으로 크게 대두되었던 세월호와 탄핵사건 당시 예술 소비의 감소 원인을 설명한 의의가 있다. 결론에서는 소비자들의 죄책감을 낮추기 위한 방안을 제시하였다.

수입명품의 복제품 구매자와 비구매자 비교연구 (A Comparative study on the difference between purchaser and non-purchaser of Imported counterfeit luxury goods)

  • 정헌배
    • 통상정보연구
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    • 제15권3호
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    • pp.65-86
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    • 2013
  • 본 연구의 목적은 소비자의 자존감과 동조성이 수입명품 복제품 구매의도에 미치는 영향을 파악함으로써 수입명품 복제품 구매방지 대책마련에 도움을 주는데 있었다. 수입명품에 대한 기존 연구들은 주로 소비자의 과시적 또는 신분 상징적 구매행태에 초점을 맞추고 있으나 본 연구는 개인의 심리적 변수, 즉 자존감과 준거집단에 의한 영향 변수에 초점을 맞추어 연구하였다. 본 연구의 결과는 다음과 같다. 수입명품 복제품 구매자들은 자연스럽게 타인의 인식에 상당히 의존적이며 복제품 역시 과시적 구매의도가 강하게 작용하고 있다. 특히 자존감이 높은 구매자일수록 복제품 구매의존도가 낮으며 구매의도 역시 이에 비례해서 낮아진다. 본 논문은 수입복제품 구매자와 비구매자간의 개인 심리적 차이가 구매행동상의 차이점이 있음을 확인하였으며 향후 보다 구체적인 보완 연구방향을 제시하였다는 는데 의의가 있다.

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혼밥이 건강한 메뉴 선택에 미치는 영향: 소비 목적 지향과 메뉴 영양 정보 표시의 역할 (Can Dining Alone Lead to Healthier Menu Item Decisions than Dining with Others? The Roles of Consumption Orientation and Menu Nutrition Information)

  • 허은솔
    • 대한지역사회영양학회지
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    • 제26권3호
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    • pp.155-166
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    • 2021
  • Objectives: Driven by a growth of single-person households and individualized lifestyles, solo dining in restaurants is an increasingly recognizable trend. However, a research gap exists in the comparison of solo and group diners' menu-decision making processes. Based on the self-control dilemma and the temporal construal theory as a theoretical framework, this study compared the ordering intentions of solo vs. group diners with healthy vs. indulgent (less healthy) entrées. The mediating role of consumption orientation and the moderating role of amount of menu nutrition information were further explored to understand the mechanism and a boundary condition. Methods: A scenario-based online survey was developed using a 2 (dining social context: solo vs. with others) × 3 (amount of menu nutrition information: no nutrition information vs. calories vs. calories/fat/sodium), between-subjects, experimental design. Consumers' level of nutrition involvement was controlled. A nationwide survey data (n = 224) were collected from a crowdsourcing platform in the U.S. Data were analyzed using multivariate analysis of covariance, independent t-test, univariate analysis of covariance, and moderated mediation analyses. Results: Findings reveal that solo (vs. group) diners have less (vs. more) intentions to order indulgent menu items due to a more utilitarian (vs. more hedonic) consumption orientation in restaurant dining. Findings also show that solo (vs. group) diners have more (vs. less) intentions to order healthy menu items when the restaurant menu presented nutrition information including calories, fat, and sodium. Conclusions: The findings contribute to the literature of foodservice management, healthy eating, and consumer behavior by revealing a mechanism and an external stimuli of solo vs. group diners' healthy menu-decision making process in restaurants. Furthermore, the findings provide restauranteurs and health professionals with insights into the positive and negative impacts of menu nutrition labelling on consumers' menu-decisions.

매스티지 브랜드의 소비가치와 소비자 행복과의 관계에 관한 연구 (Study on Relationship Between Consumption Values of Masstige and Consumer Happiness)

  • 김유경
    • 유통과학연구
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    • 제13권1호
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    • pp.105-118
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    • 2015
  • Purpose - The objective of this study is to verify whether there are differences between Korean and Chinese consumers in the importance of the attributes such as shopping value and loyalty in social commerce. With the purpose of finding out these differences, the following questions are set up as research questions. First, will there be a difference between Korea and China in the importance of attributes of social commerce? Second, will there be a difference between Korean and Chinese consumers in shopping value? Third, will there be a difference between Korean and Chinese consumers in their loyalty? Research design, data, and methodology - The researchers collected data through self-administered questionnaires from Korean and Chinese consumers who had used social commerce within the past six months before answering the questionnaire. First, for social commerce users in Korea, comprising male and female university students in Chungcheong, a questionnaire was circulated. For social commerce users in China, university students within Beijing were surveyed. Responses to 336 questionnaires were used, excluding those with no answers or unreliable answers. Data coding and data cleaning were used. SPSS 18.0 was used. First, exploratory factor analysis is done to verify the validity of testing tools, and Cronbach's α coefficient is used to verify credibility. For factor analysis, the Varimax method is used. To verify the internal consistency reliability of each factor, the Cronbach's α coefficient is used to verify the credibility. Second, a T-test is done to verify differences between Korean and Chinese consumers for the importance of attributes. Third, ANOVA (Analysis of variance) is done to verify differences between Korean and Chinese consumers in shopping value and loyalty. Results - When Korean and Chinese consumers use social commerce, first, the importance of the attributes of social commerce is affected by four factors; playfulness and economic factors are more important to Korean consumers than Chinese consumers. As for informativeness factors, including product information and quality, and buyer comments, there was no confirmed difference between Korean and Chinese consumers. The convenience factor is more important to Chinese consumers than Korean consumers. Second, the factors affecting shopping value for Korean and Chinese consumers were hedonic shopping value and rational shopping value. To see the difference between Korean and Chinese consumers in shopping value factors, a t-test is conducted. As a result, in the rational shopping value factors of social commerce, Korean consumers scored higher than did Chinese consumers. These results were verified to be meaningful through statistics. In the hedonic shopping value factor of social commerce, Korean consumers scored higher than Chinese consumers. These results showed a significant difference. Third, loyalty in social commerce is higher for Chinese consumers than for Korean consumers. However, there is no difference in loyalty depending on sex. Conclusions - These results will hopefully be valuable and used in the future by Korean companies that wish to enter the Chinese social commerce market.

Why Genuine Luxury Brands Are Consumed? Counterfeits? Examining Consumer Identification

  • Suh, Hyunsuk
    • Asia Marketing Journal
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    • 제14권3호
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    • pp.69-102
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    • 2012
  • Owing to increased number of luxury brand users, both genuine and counterfeit luxury product consumption continues to increase every year. Luxury brand is defined as use or display of a particular branded products which brings the ownership prestige apart from its functional utility(Grossmand and Shapiro 1988). Some luxury brands have imitations sold in marketplace due to their popularity. These imitations or counterfeits have been jumping on the bandwagon of the upturn in sales of their originals. The purpose of our study is to understand consumer's underlying motives to consume luxury brands, genuine and or counterfeits. To do this, we propose functional theories of attitudes, decision-making styles, and life attitudes to form the determining causes for different consumption choices of luxury brands: genuine brands, counterfeit brands, both genuine and counterfeit brands, and no consumption on luxury brands types. In proposed causal pathways, we examine moderated effects of socio-psychological factors to further investigate if consumer profiles would exert influences in causal relationships. From the existing theories of functional attitudes: value-expressive and social-adjustive attitudes, we developed and introduced a new measure of rationality-consumptive attitude. From the existing eight decision-making characteristics of consumer styles inventory(CSI), three measures of high-quality, hedonic-shopping, and price-shopping styles were primarily applied in the study along with newly introduced measure of 'high-price' being added, which makes four total. Seven life attitude measures of life purpose, life control, will to meaning, goal seeking, future mean to fulfill, life satisfaction, and religiosity were applied. Finally, such socio-psychological measures as age, gender, marital status, income, and age-gap between couples were assumed to function as moderators. With 430 valid study samples, ages from 20s to 50s, with more females(316) than males(114), with average personal possessions of 5 genuine and 9 counterfeit luxury brands, we conducted questionnaire survey. Results indicated that social-adjustive function is totally disappeared in the relationship due to current social trend of widespread consumptions on both genuine and counterfeit brands which in turn, make consumers feel less special on wearing or carrying them unlike in the past. Self-expressive function and rationality-consumptive functions act as strong catalysts for genuine brand consumption and counterfeit brand consumption, respectively. On consumers' decision-making styles, high-price sublation is the most powerful indicator anticipating counterfeit consumption, even more powerful than personal incomes. In life attitude, the overall model fit was not validated, and only life control and life satisfaction are proven to be significant on both genuine and counterfeit product consumptions. Employment of socio-psychological factors in the model improved understanding of users further. Young consumers tend to go for genuine products over counterfeits. Consumers in different income groups; low, medium and high, all significantly consume genuine products for reasons of different decision-making styles. The results indicated that consumers whose personal disposition is predisposed to consume products in the form of reflection of his or her personality, go only for genuine brands for quality reason, while consumers who rationally consume products for its function or usability, go only for counterfeits for high-price sublation reason. Meanwhile, both product users support for high-price orientation who are not well off.

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한국과 중국 소비자의 쇼핑 경험가치 지각과 브랜드자산 및 점포충성도의 관계에 관한 비교 연구: 대형 할인점을 중심으로 (Study on the Relationships Among Perceived Shopping Values, Brand Equity, and Store Loyalty of Korean and Chinese Consumers: A Case of Large Discount Store)

  • 황순호;오종철;윤성준
    • Asia Marketing Journal
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    • 제14권2호
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    • pp.209-237
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    • 2012
  • 오늘날의 소비자들은 가격, 제품의 품질 등 실용적 가치 보다 쇼핑의 즐거움, 라이프스타일의 구현, 매력적인 점포쇼핑환경, 브랜드 애착심 등의 정서적 가치를 더 중요하게 생각하고 있다. 이처럼 소비자들은 단순히 상품만을 구매하기보다는 다양한 가치를 얻기 위해 쇼핑을 한다는 사실은 여러 연구에서 제안되었다(안광호와 이하늘 2011; Mathwick 등 2001). 이렇듯 소매점포 선택과 관련한 소비자행동차원의 쇼핑경험가치와 브랜드자산에 대한 중요성과 관심이 높아지고 있지만 관련 연구는 미미한 실정이며 이와 관련한 비교문화적 연구는 매우 미비한 실정이다(황순호 2010). 본 연구는 한국과 중국의 소비자들의 소매점포 선택과 관련한 소비자행동연구의 필요에 의해 시작되었다. 또한 소비자행동분야에서 소비자 경험이 중시되면서 소매점내 쇼핑경험가치에 초점을 맞추었다. 본 연구는 정치, 경제, 사회, 문화적으로 서로 다른 한국과 중국의 소비자들을 대상으로 대형할인점 소매점포에서 고객들이 지각하는 쇼핑 경험가치와 브랜드자산과의 관계를 밝혀내고 이를 통해 점포 충성도와의 관계를 찾아내어 소매점의 쇼핑 경험가치와 관련된 시사점을 찾아내기 위한 국가 간 비교 연구를 시도하였다. 본 연구는 이론적 배경으로 쇼핑가치와 유통브랜드 자산, 그리고 점포 충성도에 대한 이론적 배경을 소개하였으며, 가설 검증을 위한 자료 수집을 위하여 한국과 중국의 대형할인점 고객들을 대상으로 한국과 중국의 대도시 (서울 과 북경) 소비자들을 표본프레임으로 설정하고, 대면 설문조사를 실시하였다. 연구의 결과 한중간 소비성향 차이 비교에 대한 결과를 요약하면 다음과 같다. 첫째, 한국소비자와 중국 소비자 간의 소비성향차이를 검정한 결과 중국 소비자들은 심미적 소비성향과 상징적 소비성향의 평균값이 한국 소비자들에 비해 높게 나타났으며 한국 소비자들은 쾌락적 소비성향이 중국소비자들에 비해 상대적으로 높은 것으로 나타났다. 둘째, 대형할인점에 대한 한국과 중국의 브랜드 자산 지각에 대한 연구결과 중국에 비해 한국 소비자들이 브랜드 인지와 브랜드 이미지를 모두 높게 지각하는 것으로 나타났다. 셋째, 한국과 중국에서 편의점과 할인점 이용 고객들이 지각하는 소매점에서의 쇼핑경험에 대한 탐색적 요인분석결과 각각의 국가에 따라 각기 다른 쇼핑경험가치가 나타났다. 한국의 할인점에서는 소비자이익 가치, 심미성가치, 유희성 가치가 중요한 쇼핑가치로 도출되었다. 또한 중국의 할인점에서는 유희성 가치, 심미성 가치, 소비자이익 가치, 서비스우수 가치가 중요한 쇼핑경험가치로 도출되었다. 이러한 연구의 목적에 대한 실증적 분석을 바탕으로 한국과 중국의 대형할인점 소비자들의 쇼핑경험가치과 브랜드자산을 바탕으로 한국의 대형할인점에 있어서 경험가치의 이론적 중요성에 관한 새로운 통찰력을 제공하여 주며 충성도 제고에 있어서 브랜드관리의 중요성에 대한 이론적 시사점을 제공하여 준다. 이와 더불어 유통의 국제화 시대에 있어서 대형할인점의 국제화에 요구되는 한국과 중국 간의 고객 가치의 차이점에 대한 비교문화적 관점에서 중요한 실무적 시사점을 제시한다. 즉, 해외유통전략을 실행하는데 있어서 쇼핑가치에 기반한 현지화 전략의 중요성에 대한 시사점을 제시하여 주며 국가차원에서의 차별적 유통전략의 개발 필요성을 제안하여 준다.

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구매후 의류제품에 대한 감정이 제품만족과 사용에 미치는 영향 (The Effects of Emotions Elicited Clothing Product on Product Satisfaction and Using in Postpurchase Processes)

  • 이영선;김은영
    • 한국생활과학회지
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    • 제6권1호
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    • pp.79-88
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    • 1997
  • The postpurchase process is the phase that consumers evaluate products or services while using them. And then, they may experience satisfaction/dissatisfaction and emotions elicited products or services. The satisfaction and emotions may be important concepts in consumer behavior such as brand attitude, purchase intentions and using. The purpose of this study was to examine the effects of emotions elicited clothing products on product satisfaction and using in postpurchase. The subjects in this study were selected 500 females. The data were collected by using questionnaires, and 431 data were analysed. The results were as follows: The emotions in postpurchase process were consisted of three dimensions; unpleasure, pleasure, security/activity. These three emotions had the causal effects on product satisfaction significantly, and the unpleasure influenced stronger than others on satisfaction. In addition, the emotions were related to using and the ownership of clothing products. The emotions of pleasure and the security/activity influenced on the ownership, and the security/activity and unpleasure influenced on using clothing products. Therefore, the results in this study imply that consumption emotions elicited clothing products would be multidimensional, and the emotional factors would be important indicators for explaining the satisfaction. The positive affects were related to using clothes, which is, the consumer would have fulfilled their hedonic desires by wearing clothes. Also, the positive affects would be the basis for marketing strategies of sales promotions in clothing products.

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여자 대학생의 허영유형에 따른 패션명품에 대한 태도 - 울산, 부산 및 김해 지역을 중심으로 - (Vanity type and Attitude toward Fashion Luxury Products of Female College Students - Focused in Ulsan, Pusan, and Kimhae -)

  • 서정희
    • 한국생활과학회지
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    • 제17권1호
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    • pp.81-93
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    • 2008
  • Female college consumers are orientated toward vanity and fashion luxury products in consumer society. The purpose of this paper was to investigate the relationship of vanity type and attitude toward fashion luxury products. The data were collected from 517 female college students in Ulsan, Pusan, and Kimhai. For data analysis, descriptive statistics, factor analysis, cluster analysis, and MCA were used. Results of cluster analysis identified the vanity type of the female college students into non-vanity group, positive viewer, and vanity group. Above two third of the total sample were the vanity group and the positive viewer. The non-vanity group, was comprised the smallest proportion of female college students. Attitude toward fashion luxury products was classified into four factors; involvement for fashion luxury, superiority of the fashion luxury, hedonic and conspicious consumption, and negative response. The attitude toward fashion luxury products was significantly different across the 3 vanity type. The results of this study provide insights into female college consumers' increasing demands toward fashion luxury brands. Consumer education should be implemented for the vanity group, and personal financial management education program is needed in liberal arts curriculum.

The Effects of Self-Referencing and Counteractive Construal on Consumption Goal Reversion

  • Choi, Nak-Hwan;Liu, Cong;Mu, Peipei
    • 유통과학연구
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    • 제12권3호
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    • pp.7-15
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    • 2014
  • Purpose - This study aims to explore the factors that can trigger the escalation of an initially pursued long-term utilitarian goal that is set aside to pursue a competing hedonic goal. Research Design, Data, and Methodology - The experimental study covered three groups : Group 1 (ego-depletion, self-referencing), Group 2 (ego-depletion, neutral), and Group 3 (no ego-depletion, neutral). The participants of the study comprised 150 undergraduates who were divided into three groups of 50 students for each. One-way ANOVA and regression analyses were used to verify the hypotheses. Results - Ego-depleted consumers are less likely to resist immediate temptation than those who are not in an ego-depletion state. Self-referencing has a positive impact on long-term goal reversion when consumers in an ego-depletion state experience immediate temptations. Counteractive construal plays a mediating role between self-referencing and long-term goal reversion. Conclusions - We found that consumers tend to yield to momentary temptations when they are in an ego-depletion state. Self-referencing and counteractive construal can eliminate the ego-depletion effect and then facilitates escalation of the set-aside long-term goal.

티백 형 수정과의 관능적 특성 및 소비자 기호도 조사 (Descriptive Sensory Evaluation and Consumer Acceptability of Sujeonggwa in a Tea Bag)

  • 김하나;송영옥;이지현
    • 한국식품조리과학회지
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    • 제31권3호
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    • pp.280-287
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    • 2015
  • Sujeonggwa is a popular Korean traditional beverage. However, consumers only prepare it at home on special occasions due to the time and effort required. Developing a convenient form of Sujeonggwa may promote its consumption. The objectives of this study were to 1) develop Sujeonggwa in a tea bag using different sweeteners and 2) describe the characteristics of Sujeonggwa's flavor in tea bag samples and 3) determine how well consumers accept the tea bag samples. A total of four types of Sujeonggwa in a tea bag were developed: two samples with varying amount of sugar, another sample using sugar and stevia and the last sample using sugar and short chain fructo-oligosaccharide as a sweetener. A commercial ginger tea and cinnamon tea were used as control products. Descriptive analysis was conducted on the same six samples and a descriptive panel identified its attributes. A total of 61 consumers evaluated acceptability using a nine-point hedonic scale and how they felt about intensities of the samples using a just-about-right scale. The results indicated that consumers liked Sujeonggwa samples in a tea bag more than commercial ginger tea and cinnamon tea.