This article explores : 1) the communication practices with the sellers and 2) the satisfaction with buying behavior of the 217 university students. As a result, there were the tendency of open expression about themselves and the possitive evaluation of their consumer ability related to the communication in the consumer situation. The differences between males and females were found in the aggressiveness, the non-assertiveness, and the responsibility between consumers and sellers. The satisfaction with buying behavior was significantly explained by the concertainty of the control, emotional aggressiveness, self-evaluation, and belief and the responsibility between consumers and sellers.
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