|
|
|
|
박완주 ( Park Wan-Ju ) -
손채원 ( Son Chae-Won ) -
김다연 ( Kim Da-Yeon ) -
서윤하 ( Seo Yun-Ha ) -
석채윤 ( Seok Chae-Yoon ) -
손채연 ( Son Chae-Yeon ) -
|
|
Abstract
|
|
|
|
|
Purpose: This study was aimed to identify the influencing factors of relational self, self-rationalization, and SNS photo-sharing activities on the symbolic consumption disposition of Generation Z in Korea.
Methods: The subjects of this study were 191 college students from 8 provinces in Korea. Data were collected using scales for relational self, self-rationalization, SNS photo-sharing activities, and symbolic consumption disposition. Statistical analysis was conducted using a stepwise multiple linear regression model in SPSS 25.
Results: The most influential factors of self-oriented symbolic consumption disposition were product attributes as a type of self-rationalization (ß=.35, p<.001), receiving support as a type of relational self (ß=.27, p<.001), and satisfaction with SNS photo-sharing activities (ß=.25, p<.001) accounting for 34% of the variance. Meanwhile, emotional consolation as a facet of self-rationalization (ß=.31, p<.001), the social capital aspect of SNS photo-sharing activities (ß=.27, p<.001), and the instrumental aspect of relational self (ß=.24, p<.001) were the most influential factors of other-oriented consumption disposition, explaining 38% of the variance.
Conclusion: Findings of this study indicate that self-rationalization is the most influential factor on consumption disposition of Generation Z. As self-rationalization is an immature defensive mechanism, there is a need to develop new educational content to promote more rational consumption behavior among this generation.
|
|
|
KeyWords
|
|
소비자 행위, 대인관계, 합리화, 소셜 네트워크
Consumer behavior, Interpersonal relations, Rationalization, Social networking
|
|
|
원문 및 링크아웃 정보
|
|
|
|
|
등재저널 정보
|
|
|
|
|
|
|
|