• 대한가정학회지
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• 제41권6호
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• pp.131-142
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• 2003

Consumer researchers' growing interest in consumer experience has revealed that many consumption activities produce both hedonic and utilitarian outcomes. The personal shopping value also has both hedonic and utilitarian dimension. This article describes the effect of socio-economic variables and materialism on hedonic and utilitarian shopping value. 820 middle, high and college students in Seoul and Ulsan were surveyed. A moderate degree of positive intercorrelation between hedonic and utilitarian shopping value support the trend of consumption ambivalence. Materialism is positively related to hedonic and utilitarian shopping value. While age is negatively related to utilitarian shopping value, it is unrelated to hedonic shopping value. The mean scores of hedonic and utilitarian shopping value in Ulsan is higher than in Seoul.

• Asia Marketing Journal
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• 제15권1호
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• pp.83-105
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• 2013

During recent decades, the number of mixed attribute products (henceforth mixed products), which have both utilitarian and hedonic benefits, has increased dramatically. Despite these products' growing popularity, academic research has paid little attention to them, and there remains a gap between theory and the real world. Hence, our study was undertaken to understand consumers' perceptions about and behaviors toward mixed products, as well as factors affecting the evaluation and choice of these products. We divided mixed attribute products into two categories: mixed utilitarian products (utilitarian products adding hedonic attributes) and mixed hedonic products (hedonic products adding utilitarian attributes). We then showed how adding different attributes affects consumers' perception, willingness to pay (WTP), and the choice of mixed attribute products compared to pure utilitarian or pure hedonic products. We conducted an experiment using a within-subject design. A total of 160 office workers and college students participated in the study. The pure utilitarian product used in the study was orange juice, and the mixed utilitarian product was carbonated orange juice. The pure hedonic product was chocolate, and the mixed hedonic product was polyphenol enriched chocolate. Results showed that consumers perceived a mixed utilitarian product to be less utilitarian, less pleasurable and more guilty than a pure utilitarian product. On the other hand, a mixed hedonic product was perceived to be more utilitarian, less pleasurable and less guilty than a pure hedonic product. Also, WTP for a mixed hedonic product was higher than WTP for a pure hedonic product, but WTP was lower for a mixed utilitarian product than for a pure utilitarian product. Furthermore, mixed hedonic products were likely to be evaluated more favorably when they were presented together with pure hedonic products, more so than when they were presented alone. Finally, when compared to low self-control participants, high self-control participants chose mixed hedonic products more frequently. The present study contributes to the existing literature on utilitarian and hedonic consumption by adding to the sparse literature on the consumption of products that have both utilitarian and hedonic purposes. Also, our research findings provide several useful implications for practitioners in related fields. First, the current study provides marketers with a useful guide for understanding consumers' perceptions of these types of products, and helps to predict how adding different attributes influences these products. Second, this study has examined the conditions that may moderate the evaluation and choice of hedonic base products and this finding will serve as a good reference for marketers of mixed hedonic products in marketing communication strategy, in-store marketing and targeting. Specifically, comparative advertising with a pure hedonic product will be beneficial for a mixed hedonic product. Also, displaying mixed hedonic products near pure hedonic products may enhance the effectiveness of in-store marketing of mixed hedonic products.

• 가정과삶의질연구
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• 제30권3호
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• pp.105-118
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• 2012

This study aims to recognize cognition of credit card and shopping value in contemporary society, cognition of credit card and shopping value according to types of consumption orientation, and factors that influence cognition of credit card and shopping value, and ultimately provide a foundation for establishing proper shopping value. A total of 453 women and men residing in Seoul have been set as research object in order to achieve the purpose of the study. The data was analyzed by Cronbach' alpha, frequencies, percentile, mean, factor analysis, K-mean cluster analysis, t-test, ANOVA and Duncan's multiple range test, multiple linear regression. All analysis progress was done by spsswin12.0 statistics program. A summary of this research goes as follows: First, categorization of consumption orientation lead to two clusters of rational and symbolic & conspicuity consumption patterns and cognition of credit card was categorized into positive and negative cognition and shopping value was categorized into hedonic shopping value, utilitarian shopping value and time-save shopping value. Second, rational shoppers had high utilitarian shopping values and symbolic & conspicuity shoppers had high both hedonic shopping values and utilitarian shopping values. Third, the most influential factor in hedonic shopping value and utilitarian was consumption orientation. In conclusion, this research has showed that cognition of credit card and shopping value according to types of consumption orientation patterns varied, and that consumption orientation was an influential factor on cognition of credit card and shopping value.

• 디지털융복합연구
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• 제20권2호
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• pp.117-125
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• 2022

본 연구는 소비자의 과시적 소비성향과 인상관리 수준이 모바일 선물하기에서 쾌락재와 실용재 간의 선택에 어떠한 영향을 미치는지 확인함으로써 모바일 메신저 선물하기에서 제품 마케팅에 대한 전략적 제안을 제시하고자 하였다. 온라인 설문조사를 통해 자료를 수집하고 SPSS 23.0을 이용하여 로지스틱 회귀분석을 실시한 결과, 과시적 소비성향이 높은 사람들은 인상관리 수준에 관계없이 모바일 선물에서 실용재보다 쾌락재를 더 많이 선택하였다. 한편 과시적 소비를 하지 않는 사람들은 인상관리 수준이 낮을 때에는 모바일 선물에서 쾌락재보다 실용재를 더 선택한 반면 인상관리 수준이 높을 때에는 실용재와 쾌락재 간 선택에 차이가 없었다. 모바일 선물 제품, 특히 쾌락재 마케팅에서 소비자의 과시적 소비성향과 인상관리를 고려한 전략을 이용하는 것은 도움이 될 것이다. 광고는 소비자의 인정 욕구나 과시 욕구를 이용하여 소구할 수 있다. 나아가, 연령대를 확장하고 선물행동에 영향을 미치는 다른 요소들을 고려하여 추후 연구를 진행할 수 있다.

• 한국산업정보학회논문지
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• 제27권2호
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• pp.83-100
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• 2022

마케팅분야에서는 제품 상징주의를 지닌 쾌락적 소비에 관한 주제와 관련된 개념적 연구는 상징적 소비주의와 쾌락적 경험연구에 공헌하였다. 예상치 못한 소득이나 일시적 이득에 대한 기대를 소비자가 어떻게 다루는가를 연구하는 것은 그들이 경험을 즐기는데 무엇이 영향을 미치는 가를 이해하는데 도움을 줄 것이다. 이 논문은 쾌락적 소비와 실용적 소비의 상반관계를 논의한다. 일시소득이 발생한 상황에서 언제 왜 소비자들이 쾌락적 혹은 실용적 제품을 선택하는 가를 알아보는 것이 목적이다. 우리는 5개의 가설을 제시하고 일련의 실험을 통해 복권금액이 증가할 때 응답자들은 실용제품보다 쾌락제품을 선호하고, 취득확률은 두 제품간 차이가 없고, 선호순위도 차별화되지 않았다. 일시소득이 증가할 때 두 제품간의 선호그래프는 반대로 나타났다. 할인율이 변할 때 소비자의 선호순서는 변활 것으로 예상된다. 응답자들은 쾌락제품을 가장 선호하고, 실용제품, 할인 현금 순으로 선택하였다. 따라서 소비자의 쾌락주의와 쾌락적 경험에 대한 환상을 자극하는 것은 효과적인 마케팅 전략과 전술이 될 것이다.

• 한국콘텐츠학회논문지
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• 제11권12호
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• pp.856-869
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• 2011

본 연구는 소비자의 쇼핑성향을 쾌락적 쇼핑성향과 실용적 쇼핑성향으로 구분하고 로하스 제품에 대한 소비 의식 및 소비 행동과 쾌락적,실용적 쇼핑성향과의 관계를 살펴보았다. 결과는 쾌락적,실용적 쇼핑성향이 모두 로하스 제품에 대한 소비 의식 및 소비 행동에 영향을 주는 것으로 나타났다. 또한, 소비자들이 구매하는 로하스 제품을 쾌락적, 실용적, 쾌락적+실용적 성격으로 구분하여 각각 대표적인 화장품, 세제, 전자제품에 대한 로하스 제품 소비행동과 쇼핑성향과의 관계를 살펴 본 결과, 쾌락적+실용적 성격의 로하스 전자제품 소비에는 쾌락적, 실용적 쇼핑 성향 모두가 영향을 주는 것으로 나타났다. 또한, 쾌락적 성격의 로하스 화장품 소비에는 쾌락적 쇼핑성향만 영향을 주는 것으로 나타났다. 반면, 실용적 성격의 로하스 세제 소비에는 실용적 쇼핑성향이 영향을 주지 못하는 것으로 나타났다. 따라서, 로하스 제품의 확대를 위해서는 로하스 제품 소비 자체가 소비자로서 자존심을 바로 향상시키고 얼마나 즐거움을 줄 수 있는가와 같은 소비자의 쾌락적 쇼핑성향을 충족시키는데 초점을 맞추어야 하며, 나아가, 로하스 소비 행동이 사회적으로 적합하며 올바른 행동이라는 점을 홍보하고, 깨끗한 환경에 기여를 하는 소비가 모범적인 행동이며 성숙한 시민으로서의 의무 사항이라는 홍보와 교육이 필수적이라고 할 수 있을 것이다.

• 복식
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• 제65권4호
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• pp.45-60
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• 2015

Emotional consumption value orientation has played a significant role to have a direct effect on making purchase in our lives. And emotional value has been dealt within the SPA brand contexts recently. Therefore, the current study investigates how SPA brand consumers' emotional value consumption orientation has affected brand loyalty, with a focus on mediation effects of marketing mix attributes assessment. Results of this research are as follows. First, there was a significant difference between Zara and Uniqlo on the assessment of marketing mix attributes. Second, emotional consumption value orientation had significantly impact on brand loyalty for both Zara and Uniqlo. Third, multi-regression analysis was conducted to find out the mediation effect of marketing mix attributes assessment in the relationships between emotional consumption value orientation and brand loyalty. For Zara, hedonic promotional and pricing attributes of products and place show full mediation effect on brand loyalty. For Uniqlo, utilitarian, hedonic and pricing attributes have impact on brand loyalty. The current study strives to find out how emotional consumption value orientation attected the consumer evaluation process and purchase behavior in the contexts of SPA brand product purchase. Product assessments have stronger effect than place, and hedonic attributes have stronger effect on brand loyalty in comparison with utilitarian attributes. Also, hedonic attributes of product and place have stronger effect on brand loyalty in comparison with utilitarian attributes.

• 가족자원경영과 정책
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• 제14권3호
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• pp.1-14
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• 2010

The purpose of this study was (1) to investigate the changes in consumer competencies according to the types of shopping value, (2) to reveal the effects of shopping value on consumer competencies. The subjects of this study were 266 university students dwelling in Seoul. A questionnaire was used as the survey method. The data was analyzed by Cronbach's alpha, frequencies, percentile, mean, factor analysis, K-mean cluster analysis, t-test, ANOVA and Duncan's multiple range tests, multiple linear regressions. Computations were conducted by SPSS WIN 12.0. The study produced the following results. First, college students can be categorized into 3 shopping values by K-means Cluster analysis of 13 items: the hedonic shopper (shopping value), the utilitarian shopper (shopping value) and the balanced shopper (shopping value). Second, there were significant differences in grades, satisfaction with life and shopping value. That is, grade 3and utilitarian shopping value group had a higher level of consumer competency. Third, the variable that influenced consumer competency was the utilitarian shopping value, influencing consumer attitude and consumer skill. These results imply that consumers should be constantly educated and that there needs to be a campaign to promote utilitarian shopping value.

• 한국융합학회논문지
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• 제10권11호
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• pp.283-288
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• 2019

본 연구는 제품정보가 넘치는 온라인 쇼핑에서 소비자의 불확실성 회피성향이 구매연기행동에 미치는 영향을 분석하고, 이 과정에서 실용적/쾌락적 소비가치가 조절효과를 갖는지 알아보았다. 20-30대 남녀 205명을 대상으로 고관여 탐색재인 노트북에 대해 6개의 가상브랜드 구매상황 시나리오를 제시하고 구매연기의도를 분석한 결과, 불확실성 회피성향이 높을수록 구매연기의도가 높고, 실용적 소비가치는 이들 간의 관계에서 조절효과를 갖는 것으로 나타났다. 하지만 쾌락적 소비가치는 불확실성 회피성향과 구매연기의도 사이에 조절효과가 없었다. 본 연구의 결과는 온라인 쇼핑과 같이 제품정보가 과부하되는 상황에서 소비자는 불확실성을 느낄수록 구매를 연기하려하므로, 제품에 관한 정보를 무조건 많이 제공할 것이 아니라 불확실성을 감소시킬 수 있는 정보제시 전략이 필요하며, 특히 실용적/쾌락적 소비가치의 차별적 효과를 고려하여 제품관련 정보를 구성해야 함을 시사해 준다.

• 한국의류학회지
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• 제25권4호
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• pp.773-782
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• 2001

This study was to investigate the value changes in Korean women by analyzing the ads of womens magazines. The contents of ads were classified into two types of values: general and consumption values. The general values, composed of inner-directedness and outer-directrdness, might predict consumer behavior in general. The consumption values, utilitarians and hedonic, were expected to affect the consumer purchasing attitude to a specific product. Factors affecting the cultural values were per capita income and womens social status. Total 2969 illustrated ads with verbal theme from 32 Korean womens magazines were used. The content analysis, chi-square test, logistic regression were done for the analysis. The results showed that inner-directedness was dominant general value in Korean womens culture and increased over time. Younger consumers were more inner-directed than older ones were, and inner-directed values increased with income growth. For the consumption values, utilitarian values were higher than hedonic ones and went up over time. For the product types, utilitarian ads were frequent in cosmetics while hedonic ads were high for apparels. Those results implied that Korean womens culture became more inner-directed with increased income. Also consumption values were likely to differ between product groups. Per capita income was shown to increase inner-directedness while womens social status was to increase outer-directedness.