• Journal of the Korea Society of Computer and Information
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• v.28 no.1
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• pp.143-150
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• 2023

This paper aims to investigate the relationship between consumption value of sports products, upward consumption propensity, and post-purchase happiness among adolescents. The subjects of the study were extracted from adolescents in Chungcheong-do by convenience sampling method, and 257 people were used in the final analysis. Statistical methods were frequency analysis, correlation analysis, and regression analysis. The research results are as follows. First, social value and exploratory value, which are sub-factors of consumption value, were shown to have a significant effect on upward consumption propensity, but functional value and self-value were found to be statistically insignificant. Second, social value, self-value, and functional value, which are sub-factors of consumption value, had a significant effect on post-purchase happiness, but exploratory value was found to be statistically insignificant. Third, the upward comparison propensity was found to have a significant effect on post-purchase happiness.