본 연구를 종합해보면 소득수준이 높을수록 질시감정이 명품구매성향에 큰 영향을 미치는 것을 알 수 있으며, 그들의 질시감정이 클수록 명품구매성향이 높게 나타남을 알 수 있다. 또한 소비자특성 중 과시소비성과 체면민감성이 높을수록 명품구매성향이 높게 나타난 반면, 자아존중감이 높은 사람일수록 명품구매성향이 낮게 나타남을 알 수 있다....
본 연구를 종합해보면 소득수준이 높을수록 질시감정이 명품구매성향에 큰 영향을 미치는 것을 알 수 있으며, 그들의 질시감정이 클수록 명품구매성향이 높게 나타남을 알 수 있다. 또한 소비자특성 중 과시소비성과 체면민감성이 높을수록 명품구매성향이 높게 나타난 반면, 자아존중감이 높은 사람일수록 명품구매성향이 낮게 나타남을 알 수 있다.
본 연구를 종합해보면 소득수준이 높을수록 질시감정이 명품구매성향에 큰 영향을 미치는 것을 알 수 있으며, 그들의 질시감정이 클수록 명품구매성향이 높게 나타남을 알 수 있다. 또한 소비자특성 중 과시소비성과 체면민감성이 높을수록 명품구매성향이 높게 나타난 반면, 자아존중감이 높은 사람일수록 명품구매성향이 낮게 나타남을 알 수 있다.
Consumer's change of lifestyle and raised consumption consciousness are causing lots of change in the domestic luxury goods market. This study conducted statistical analysis to examine how jealousy affected consumption propensity of luxury goods out of a number of psychological factors. This study a...
Consumer's change of lifestyle and raised consumption consciousness are causing lots of change in the domestic luxury goods market. This study conducted statistical analysis to examine how jealousy affected consumption propensity of luxury goods out of a number of psychological factors. This study also conducted research on effects of characteristics of consumers (conspicuous consumption tendency, self-esteem, susceptibility for social face) on consumption of luxury goods. Results of analysis of this study can be summarized as below. First, the hypothesis that the higher jealousy is, the higher consumption propensity of luxury goods becomes, was confirmed exactly. Feelings of jealousy appeared more in the middle class and above and in proportion thereto, consumption propensity of luxury goods became higher. Second, the hypothesis that the higher characteristics of consumers (conspicuous consumption tendency, self-esteem, susceptibility for social face, the higher consumption propensity of luxury goods becomes, was confirmed exactly. On the other hand, self-esteem showed opposite result; self-esteem had inverse proportion with consumption propensity of luxury goods. Third, in terms of demographic features, sub-variables - age, whether or not married, academic career of the householder - didn't have much effect on consumption propensity of luxury goods. However, there was some difference by the vocation; service sector workers had the lowest consumption propensity of luxury goods, while those in other jobs showed the highest consumption propensity of luxury goods, followed by professionals engaged in knowledge industry, business women. In general, feelings of jealousy among people in the middle class and above had great effects on consumption propensity of luxury goods, and the higher jealousy is, the higher consumption propensity of luxury goods becomes. Thus people in the middle class and above should show reasonable consumption behavior with responsibility in light of their social status and influence. Marketing strategies taking advantage of jealousy or susceptibility for social face and conspicuous consumption tendency out of characteristics of consumers in particular are needed to be explored by domestic luxury goods makers.
Consumer's change of lifestyle and raised consumption consciousness are causing lots of change in the domestic luxury goods market. This study conducted statistical analysis to examine how jealousy affected consumption propensity of luxury goods out of a number of psychological factors. This study also conducted research on effects of characteristics of consumers (conspicuous consumption tendency, self-esteem, susceptibility for social face) on consumption of luxury goods. Results of analysis of this study can be summarized as below. First, the hypothesis that the higher jealousy is, the higher consumption propensity of luxury goods becomes, was confirmed exactly. Feelings of jealousy appeared more in the middle class and above and in proportion thereto, consumption propensity of luxury goods became higher. Second, the hypothesis that the higher characteristics of consumers (conspicuous consumption tendency, self-esteem, susceptibility for social face, the higher consumption propensity of luxury goods becomes, was confirmed exactly. On the other hand, self-esteem showed opposite result; self-esteem had inverse proportion with consumption propensity of luxury goods. Third, in terms of demographic features, sub-variables - age, whether or not married, academic career of the householder - didn't have much effect on consumption propensity of luxury goods. However, there was some difference by the vocation; service sector workers had the lowest consumption propensity of luxury goods, while those in other jobs showed the highest consumption propensity of luxury goods, followed by professionals engaged in knowledge industry, business women. In general, feelings of jealousy among people in the middle class and above had great effects on consumption propensity of luxury goods, and the higher jealousy is, the higher consumption propensity of luxury goods becomes. Thus people in the middle class and above should show reasonable consumption behavior with responsibility in light of their social status and influence. Marketing strategies taking advantage of jealousy or susceptibility for social face and conspicuous consumption tendency out of characteristics of consumers in particular are needed to be explored by domestic luxury goods makers.
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