명품쇼핑성향과 구매행동이 자기만족도에 미치는 영향

• Published in: The Research Journal of the Costume Culture Vol. 25; no. 1; pp. 16 - 31
• Main Authors: 이정민, Jeong-min Lee, 박숙현, Sook-hyun Park, 이경림, Kyung-lim Lee
• Format: Journal Article
• Language: Korean
• Published: 복식문화학회 28.02.2017
• Subjects: purchasing behavior(구매행동); self-satisfaction(자기만족도); shopping tendency(쇼핑성향); 생활과학
• ISSN: 1226-0401; 2383-6334
• DOI: 10.29049/rjcc.2017.25.1.16

This paper aims to identify the impact on self-satisfaction of shopping tendencies and purchase behaviors for luxury goods. The research was conducted by survey method using questionnaires. The subjects of this study were female consumers from 20 to years old with a high purchasing capability for luxury goods. Using the statistics program SPSS 21.0, factor analysis, reliability analysis, one-way ANOVA, and multiple-regression analysis were executed. The analysis results are summarized below. For shopping tendency depending on ages, pleasure pursuit tendency showed insignificant difference in 40~50s, but significant difference in 20~30s. For the self-satisfaction, the interpersonal satisfaction showed the difference by age group, which was much higher in the respondents in 30~50s than those in 20s. Individuality pursuit tendency and rational shopping tendency had impact on self-satisfaction and rational shopping tendency on interpersonal satisfaction in 20s. Pleasure pursuit tendency and rational shopping tendency had impact on self-satisfaction and interpersonal satisfaction and pleasure pursuit tendency on the economic satisfaction in 30s. Pleasure pursuit tendency had impact on self-satisfaction and economic satisfaction and rational satisfaction on interpersonal satisfaction in 40s. Pleasure pursuit tendency and rational shopping tendency had impact on self-satisfaction and interpersonal satisfaction in 50s. High quality had impact on self-satisfaction and economic satisfaction and practicality on interpersonal satisfaction in 20s. High quality had impact on self-satisfaction and interpersonal satisfaction in 30s. High quality had impact on interpersonal satisfaction in 40s. High quality had impact on all elements of self-satisfaction for the respondents in 50s, practicality had negative impact on interpersonal satisfaction.