• Journal of the Korean Home Economics Association
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• v.40 no.4
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• pp.59-71
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• 2002

This study investigated the self wrapping made possible through the anonymity of cuber-space. According to the analysis of the data, which were collected from the online for 2 days, 2,168 respondents were grouped into three types: Those maintaining the strong sense of identity achievement), 53.8%, those experiencing confusion(identity diffusion), 38.3%, and those losing the sense of identity(foreclosure), 7.9%. Among the general respondents, it was reported that the case of sex wrapping was 11.4%, that of occupation, 40.1%, and that of marital status, 60.6%. Specially 11.4% of the sex wrapper took heterogeneous gender identity, while 7% performed dual sex roles. The rate of gender wrapping of female respondents was higher than that of male ones, which reflects female respondents' longing for male sex. Self-disparity between cyber-space and virtual-space was related with the type of self-identity and gender-identity. The rate of self-disparity between cuber-space and virtual-space was 9%. If it occurred continuously, it may cause individual mental division and maladjustment.

• Journal of Family Resource Management and Policy Review
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• v.6 no.2
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• pp.31-52
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• 2002

This study classified consumers' behaviors of purchasing gifts, divided groups by the types of similar behaviors, and examined impacts of demographic variables, relevant variables in purchasing processes on those behaviors. Findings of this study can be summarized as follows. First, factors explaining consumers' behaviors of purchasing gifts were the tendency of demonstrative purchase, the level of placing values to the meaning of gifts, the level of altruism and rationality in the purchase of gifts, and the tendency of impulsive purchase. On the basis of these five factors, five distinct consumer groups showing similar behaviors of purchasing gifts based on the results of Cluster analysis were identified. Those groups were impulsiveㆍdemonstrative groups, impulsiveㆍnon-sincere groups, indifferent groups, non-impulsiveㆍdemonstrative groups, non-altruistic'ㆍrational groups, sincere groups, and altruisticㆍrational groups. Second, behaviors of purchasing gifts showed significant differences depending on gender, educational levels, occupational types, and women's employment status. Consumers with high education, professional occupation, high income tended to show the demonstrative purchase. Male consumers were not interested in the purchases of gifts and placed high values on the meanings of gifts. In contrast, female consumers showed rational behavior, but revealed the tendency of demonstrative in the purchase of gifts as well. Finally, behaviors of purchasing gifts were also different depending on the method of gathering consumer information, places of purchasing gifts, experiences of ordering paid wrapping gifts and the relevant costs, consumers' evaluations of the purchases of gifts, and degrees of satisfaction after the purchase of gifts. Impulsive'ㆍdemonstrative groups and non-impulsive'ㆍ demonstrative groups preferred departments as places of purchasing gifts and choose ordering paid wrapping gifts but showed dissatisfactions after purchases of gifts. Consumers who belongs to non-altruistic'ㆍrational groups, sincere groups, and altruistic'ㆍ rational groups tended to prefer local stores in their own villages as places of purchasing gifts and did not order paid wrapping gifts while showing high after the purchase of gifts.