• 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.

• Current Photovoltaic Research
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• 제11권4호
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• pp.134-143
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• 2023

Efforts are being made to respond to global warming. Interest in and demand for the private sector-led RE100 campaign is also increasing. Self-built solar power generation, one of the implementation tools for RE100, is not expanding. However, it can be an economical means of implementation in the long run. In this study, we intend to analyze the impact on the optimal ratio of self-solar power generation using HOMER simulation. OPR defines the optimal solar power generation ratio and looks into what changes there are in the optimal solar power ratio when self-power consumption increases and external power purchase price changes. As a result, the optimal rate of self-solar power generation has a low impact even if self-power consumption increases. As the external power unit price increases, the optimal ratio increases, and at a power unit price of 100 KRW/kWh, OPR is 24%; at 200 KRW/kWh OPR is 31%; and at 300 KRW/kWh OPR is 34%. This shows that the electricity price replaced during the life cycle has a high impact on the economic feasibility of solar power generation. However, when the external power unit price reached a certain level, the increase in OPR decreased. This shows that it is difficult for domestic companies to achieve RE100 based on the economic feasibility of solar energy alone. Therefore, efforts are needed to supply renewable energy in the public sector.

• 농촌지도와개발
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• 제16권4호
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• pp.1021-1048
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• 2009

Based on Rural living indicator -2005 survey data, in RDA this study attempted to investigate Rural Residents' real life satisfaction or identity model by the types of leisure consumption depending on each generation and explored the relationship between leisure consumption and the enhancement of self-identity/ interpersonal relationship, and that between leisure consumption satisfaction and real life satisfaction. Based on systematic random sampling with constructed questionnaires, 1,870 data were collected and analyzed. Overall, the results of this study showed that there are statistically significant differences between generation in leisure consumption. In detail, the findings of this study are as follows. The types of Rural Residents' leisure consumption can be divided into three styles including Semi-leisure type, Passive leisure type and Total leisure type consumption. The preferred types of leisure consumption of Rural Residents' were Semi-leisure type, Passive leisure type and Total leisure type in order. Except for times-pending leisure culture consumption, Semi-leisure type and Passive leisure type influenced on the enhancement of self-identity and interpersonal relationship, then the enhancement of self-identity and interpersonal relationship influenced on leisure consumption-satisfaction, and finally leisure consumption satisfaction influenced on real life satisfaction.

• 가정과삶의질연구
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• 제15권4호
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• pp.341-354
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• 1997

In post-industrial society consumption takes a role as a means of acquiring unique lifestyle of style especially for the new generation. The purpose of this study was to identify consumption culture of adolescents in the context of consumerism culture. The use of goods in order to create social distinctions and to establish self-identity was note in is new generation's consumption culture and it was argued that advertising and other media attach images of beauty fulfilment and good life and that they persuade adolescents to have such lifestyle through buying consumer goods. It was also argued that the consumption culture of adolescents is strongly related to the counter-culture or counter-school culture. Implications were discussed with respect to future research area.

• 복식
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• 제50권7호
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• pp.141-153
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• 2000

The purposes of this study are to segment female X-generation consumers by the types of conspicuous clothing consumption behavior and to examine the differences among consumer groups with self-respect, the influence of reference group, materialism, and demographic characteristics. A questionnaire was developed and 18-35 year female living in Seoul responded to a questionnaire. The 499 subjects were analyzed. The results can be summarized as follows : Respondents divided into five consumption groups. such as non-conspicuous clothing consumption group, fashion-oriented clothing consumption group, well-known brand and expensive clothing consumption group, imitation c1othing in well-known brand consumption group and imported clothing consumption group. Imitation clothing in well-known brand consumption group. Imported clothing consumption group are the highest average mark in education and family income. Non-conspicuous clothing consumption group is the lowest average mark in education and family Income of five groups. Well-known brand & expensive clothing consumption group is the highest average mark in the influence of reference group, materialism of five groups. Non-conspicuous clothing consumption group is the lowist average mark in the influence of reference group. materialism of five groups.

• 복식
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• 제48권
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• pp.37-52
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• 1999

The purpose of this study was to find out the clothing-consumption propensity(CCP) and to classify consumption types in CCP and to classify consumption types in CCP and to compare the classfied groups on their consumer characteristics among Korean female X-generation. The survey method was conducted for this study. The subjects are 477 Koran femal X-generation whose age ranges from 18 to 29 and who reside in Seoul and its adjoined areas. The span of the survey was February through March in 1998. the results were analyzed by using of SPSS/PC+package. 1. The clothing consumption motives among the female X-generation were the sensuous satisfaction for posession motive the were practical necessity of the purcahse successively in order. The clothing consumption attitude were the practical electicism the effective value the favorable attitude on low price goods toward sale items and the self-control over their consumption. 2. According to the CCP consumers were classified into five groups: electice and practical group ostentatious and extravagant group passive and economical group sensuous and practical group and sale-fond group. The respective group showed significant difference in the nine factors of the CCP. 3. Consumtion type group had significantly difference in lifestyle among consumer factor and materialistic propensity influence of economic recession follow consumption among social influence factors.

• 한국의류학회지
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• 제46권5호
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• pp.848-867
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• 2022

As an emerging market with rapid economic growth, while being a key region of the K-culture expansion, Vietnam draws increasing scientific attention. This study focuses on the MZ generation, Vietnam's leading consumer group, revealing their consumption value structure. An online survey was used for data collection purposes, investigating 368 Vietnamese consumers between 18-37 years of age. Six value dimensions were derived as results of the present analysis: functional, emotional, social, ethical, self-expression, and autonomy-oriented value. Among them, functional value includes two sub-dimensions of utility and price, while emotional value entails three sub-dimensions, namely hedonism, novelty, and aesthetics. 'Self-expression value' and 'autonomy-oriented value', reflecting the characteristics of the MZ generation, who actively express themselves and respect proactive decision-making, are becoming important standards of the consumption attitude of young Vietnamese. Moreover, the pursuit of 'novelty' was derived as a factor reflecting emotional values, revealing an association between hedonic consumption, and seeking for newness and difference. Furthermore, the relationships between each consumption value dimension, respective demographic characteristics, and global consumption propensity were investigated. The present findings aim to provide insights into young Vietnamese consumers' attitudes and intend to serve as a foundation for future research.

• 한국콘텐츠학회논문지
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• 제21권3호
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• pp.47-67
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• 2021

본 연구는 MZ세대가 추구하는 가치 소비가 패션 하우스의 코스메틱 소비 상황을 고려해 가치 소비에 대한 이해와 이들의 성향에서 관찰되는 양면적 소비 의도에 영향을 미치는 선행요인을 파악하기 위한 목적으로 하였다. 본 연구에서 제안하는 연구 모형과 연구 가설을 통계적 유의수준에서 검증하기 위해 MZ세대를 대상으로 설문조사를 실시하였고, 표본(총 286명)으로부터 수집된 자료는 구조방정식 모형 분석을 사용하였다. 그 결과, 감정적, 사회적 소비 가치는 MZ세대의 소비 의도에 큰 영향을 미치는 변수로 나타났다. 첫째, 자아존중감은 감정적 소비 가치에 영향을 미치는 것으로 통계적 유의수준에 나타났다. 둘째, 물질주의는 감정적, 사회적 소비 가치에 유의미한 영향을 주는 것으로 나타났다. 셋째, 공적 자기의식은 사회적 소비 가치에 영향을 미치는 것으로 나타났다. 즉, MZ세대들은 패션 하우스의 뷰티 브랜드에서 제시하는 뷰티 트렌드를 추구하고, 높은 소비 가치로 지각하며, 패션 하우스의 코스메틱을 사용함으로써 사회적으로 차별화될 수 있다는 과시적 소비성향을 가지고 있는 것으로 나타났다.

• 한국위성정보통신학회논문지
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• 제11권2호
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• pp.42-47
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• 2016

최근 태양광, 에너지 저장 시스템 등의 발전으로 인해 가정에서 에너지 관리 시스템을 구축하고 에너지 생산을 스스로 하고자 하는 에너지 자립형 스마트 홈 시스템에 대한 연구가 활발해 지고 있다. 특히, 일본의 경우 후쿠시마 원전 사태 이후 전력망의 불안정성으로 인해 태양광을 통해 발전하고 이를 전력 에너지 저장 시스템에 저장하고 사용하는 가정용 시스템이 상용화되었다. 북미나 유럽에서도 태양광과 에너지 저장 시스템을 결합하여 신재생에너지 보급사업을 통해 보조금을 지급하면서 설치 가정을 확대하고 있다. 본 논문에서는 댁내 홈 네트워크를 통해 태양광과 에너지 저장 시스템을 연결하고 실시간 요금제에 기반을 둔 에너지 자립형 스마트 홈 시스템 개발에 대해 기술한다. 사용자의 개입을 최소화하면서 자동화된 운전으로 전력망으로부터의 에너지 사용을 최적화하여 에너지 자립형 홈을 구현하였다.

• 한국의류산업학회지
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• 제24권4호
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• pp.418-430
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• 2022

This study aims to analyze consumers' purchase decision-making process of buying avatar fashion items on the Metaverse platform. Drawing on the connection between the self-expression tendency of the MZ generation and that of avatars in the Metaverse, this study uses a qualitative research method to analyze how consumers express their self-image through the appearance of their avatars. Unlike previous studies on the clothing purchase decision-making process, this study shows that purchasing and consumption behavior involve the following six stages: recognizing desire, collecting information, evaluating alternatives, making purchases, evaluating the consumption, and post-purchase action-taking. In the first stage of the purchase decision-making process, consumers' desire arises with self-image expression and confirmation. In the second stage, consumers have a high tendency to shop in the best item category. In the alternative evaluation stage, consumers tend to seek items that match their highest standard while considering their personal preferences. In the fourth stage, when making actual purchases, unplanned purchase behavior often occurs along with an active practice of alternative evaluation. In the fifth stage, the evaluation of the consumption shows that consumers achieve satisfaction by applying a style to their avatars that they are unable to try in the real world. In the last stage, consumers often use their purchases to communicate their various styles with other online consumers. Therefore, we conclude that the online purchase decision-making process differs from the offline process as it is divided into six stages.