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NTIS 바로가기디지털융복합연구 = Journal of digital convergence, v.15 no.10, 2017년, pp.559 - 570
최재민 (수원과학대학교 뷰티코디네이션과)
This study has the objective of finding out the impact of veblen effect and bandwagon effect on the choice behavior of hair salon. A structured survey questionnaire was used targeting 1,000 women over the age of 20. For the sample, proportionate stratified sampling method was utilized for the genera...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
밴드왜건효과가 나타나는 이유는 무엇인가? | 다른 사람들이 소비하는 상품을 따라서 소비하는 행태이다. 시대적인 흐름에 뒤지지 않으려고, 함께 교류하는 사람들의 행동을 따라 하려고, 주변 사람들과 유사하게 지내려고, 타인들과 비숫하게 지내려고, 맵시를 내거나 유행을 선도하려고 사람들은 타인들이 소비하는 상품의 소비를 증가시킨다. | |
소비자선택이론은 무엇인가? | 일정한 소득의 소비자가 소비를 목적으로 가장 합리 적으로 자신의 소득을 지출하려고 할 때 어떤 상품을 얼마만큼 구입할 것인가를 구체적으로 설명하는 이론이 소비자선택이론이다. 여기에는 합리적 소비자선택이론과 비합리적 소비자선택이론이 있다. | |
합리적 선택에서 가정하고 있는 내용들이 현실에 적용되지 않을 것으로 보는 이유는 무엇인가? | 즉, 합리적 소비성향을 전제(합리적 소비자선택이론)하고 어떤 요인이 소비를 결정하는지를 살펴보는 연구를 수행하고 있다[11]. 그러나 현대사회는 대중매체와 소셜 커뮤니케이션 수단이 보편화되어 있기 때문에 타인의 선택에 크게 영향을 받을 수밖에 없는바 합리적 선택에서 가정하고 있는 내용들이 현실에 적용되지는 않을 것으로 보인다. 즉, 비합리적 소비성향이 나타날 가능성이 높은 것이 현실이라고 볼 수 있을 것이다. |
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