본 연구는 제품의 기능적 측면보다는 제품이 지니고 있는 사회적, 주관적 의미를 더 중요하게 생각하는 소비지향적인 사회분위기 속에서, 이론적 연구와 예비조사결과를 토대로 물질주의 성향과 사회화대행자의 영향력에 따른 의복의 상징적 소비에 차이가 있는지를 알아보고자 하였다. 연구대상은 수도권에 거주하는 20대 여성 500명을 편의 추출하여 설문조사하였으며, 불성실한 응답을 제외한 426명을 SPSS통계 Package를 이용하여 요인분석, 신뢰도 검증, 분산분석, Duncan-test, 회귀분석 등을 실시하였다. 연구결과, 의복의 상징적 소비는 유행추구적 소비, 유명상표지향적 소비, 쾌락적 소비 요인으로 분류되었으며,20대 여성 소비자에게 의복은 기능적 측면으로서 뿐만 아니라 쾌락적 소비의 수단으로써 중요한 존재임을 알 수 있었다. 또한 물질주의 성향이 높을수록, 사회화대행자의 영향력을 많이 받을수록 의복의 상징적 소비와 하위요인의 성향도 높게 나타났다. 다중회귀분석 결과 의복의 상징적 소비에 영향을 미치는 가장 큰 요인은 준거집단의 영향이었으며, 물질주의성향과 대중매체의 영향도 큰 것으로 나타났다.
본 연구는 제품의 기능적 측면보다는 제품이 지니고 있는 사회적, 주관적 의미를 더 중요하게 생각하는 소비지향적인 사회분위기 속에서, 이론적 연구와 예비조사결과를 토대로 물질주의 성향과 사회화대행자의 영향력에 따른 의복의 상징적 소비에 차이가 있는지를 알아보고자 하였다. 연구대상은 수도권에 거주하는 20대 여성 500명을 편의 추출하여 설문조사하였으며, 불성실한 응답을 제외한 426명을 SPSS통계 Package를 이용하여 요인분석, 신뢰도 검증, 분산분석, Duncan-test, 회귀분석 등을 실시하였다. 연구결과, 의복의 상징적 소비는 유행추구적 소비, 유명상표지향적 소비, 쾌락적 소비 요인으로 분류되었으며,20대 여성 소비자에게 의복은 기능적 측면으로서 뿐만 아니라 쾌락적 소비의 수단으로써 중요한 존재임을 알 수 있었다. 또한 물질주의 성향이 높을수록, 사회화대행자의 영향력을 많이 받을수록 의복의 상징적 소비와 하위요인의 성향도 높게 나타났다. 다중회귀분석 결과 의복의 상징적 소비에 영향을 미치는 가장 큰 요인은 준거집단의 영향이었으며, 물질주의성향과 대중매체의 영향도 큰 것으로 나타났다.
The main purpose of this study was to investigate the elements which influence the symbolic consumption in clothing. Materialism and agent of socialization have been studied and the affect of these two are also developed. The theoretical study and survey methods were used. The survey was administere...
The main purpose of this study was to investigate the elements which influence the symbolic consumption in clothing. Materialism and agent of socialization have been studied and the affect of these two are also developed. The theoretical study and survey methods were used. The survey was administered to 426 women in their twenties living in Seoul and Kyungki region. SPSS packages were applied to find out the results of ANOVA Duncans multiple range tests, means, standard deviation, factor analysis, and regression analysis. The major findings of this study could be summerized as follows; First, the subordinate parts of symbolic consumption was divided into these three parts; fashion oriented consumption, brand oriented consumption, hedonic consumption. The average of hedonic consumption was higher than other subordinate parts of symbolic consumption. Second, symbolic consumption was seemed to have the differences according to materialism and its subfactors. The higher materialism indicated, the higher symbolic consumption was. Third, symbolic consumption was proven to have the differences according to agent of socialization such as reference group and mass media. The higher the influence of the reference group and mass media was, the higher symbolic consumption was. Fourth, according to the results of the regression analysis examing the relative influences of variables affecting symbolic consumption in clothing, the influence of the reference group was the most important variable. The influence of mass media and materialism was related positively to the symbolic consumption.
The main purpose of this study was to investigate the elements which influence the symbolic consumption in clothing. Materialism and agent of socialization have been studied and the affect of these two are also developed. The theoretical study and survey methods were used. The survey was administered to 426 women in their twenties living in Seoul and Kyungki region. SPSS packages were applied to find out the results of ANOVA Duncans multiple range tests, means, standard deviation, factor analysis, and regression analysis. The major findings of this study could be summerized as follows; First, the subordinate parts of symbolic consumption was divided into these three parts; fashion oriented consumption, brand oriented consumption, hedonic consumption. The average of hedonic consumption was higher than other subordinate parts of symbolic consumption. Second, symbolic consumption was seemed to have the differences according to materialism and its subfactors. The higher materialism indicated, the higher symbolic consumption was. Third, symbolic consumption was proven to have the differences according to agent of socialization such as reference group and mass media. The higher the influence of the reference group and mass media was, the higher symbolic consumption was. Fourth, according to the results of the regression analysis examing the relative influences of variables affecting symbolic consumption in clothing, the influence of the reference group was the most important variable. The influence of mass media and materialism was related positively to the symbolic consumption.
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문제 정의
So the goal of this study was to identify young women's symbolic consumption including demographic characteristics and investigate the influence of materialism and agent of socialization. From the marketing perspective, the results of this study will provide valuable understandings of and predictions of consumers.
So the goal of this study was to identify young women's symbolic consumption including demographic characteristics and investigate the influence of materialism and agent of socialization. From the marketing perspective, the results of this study will provide valuable understandings of and predictions of consumers.
The main purpose of this study was to investigate the elements which influence the symbolic consumption in clothing. Materialism and agent of socialization have been studied and the affect of these two are also developed.
The measures had been developed and refined based on previous researches. The symbolic consumption in clothing was measured by scale which was composed by researcher of this study. The scale referred to previous studies of Kim J.
제안 방법
The theoretical study and survey methods were used. The survey was administered to 426 women in their twenties living in Seoul and Kyungki region.
대상 데이터
The theoretical study and survey methods were used. The survey was administered to 426 women in their twenties living in Seoul and Kyungki region. SPSS packages were applied to find out the results of ANOVA Duncans multiple range tests, means, standard deviation, factor analysis, and regression analysis.
데이터처리
Analysis of variance(ANOVA) was used to examine the effects of agent of socialization of clothing on symbolic consumption. The symbolic consumption was proven to have the differences according to agent of socialization such as reference group and mass media as seen in (Table 6).
The survey was administered to 426 women in their twenties living in Seoul and Kyungki region. SPSS packages were applied to find out the results of ANOVA Duncans multiple range tests, means, standard deviation, factor analysis, and regression analysis. Composition of the age was at the ratio of 45.
이론/모형
Materialism was measured using the Richins and Dawson's(1992) Material Values Scale and was composed of 13 statements. This scale has been widely used in consumer research and consistently displays strong psychometric properties.
To show the relationship among scale items, provides the analysis with data from the Richins and Dawson's (1992) Material Values Scale.
성능/효과
Fourth, according to the results of the regression analysis examing the relative influences of variables affecting symbolic consumption in clothing, the influence of the reference group was the most important variable. The influence of mass media and materialism was related positively to the symbolic consumption.
Second, symbolic consumption was seemed to have the differences according to materialism and its subfactors. The higher materialism indicated, the higher symbolic consumption was.
Third, symbolic consumption was proven to have the differences according to agent of socialization such as reference group and mass media. The higher the influence of the reference group and mass media was, the higher symbolic consumption was.
후속연구
The study was focused on women in their twenties so more studies should be explored or these results to women and men over twenties and hedonistic perspective in extend marketing research on consumer behavior could be recommended for further studies.
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