Journal of the Korean Home Economics Association 2004;42(2):33-46.
20,30대 여성의 수입유명브랜드 제품 소비행동
Consumption Behavior of Women Consumers in their 20s and 30s for Imported Famous Brand Products
유미현, 이승신
건국대학교 생활과학과,건국대학교 소비자·주거학과
ABSTRACT
This study investigated the plan to activate consumption behavior through research using a questionnaire investigating the consumption behavior of imported famous brand products and conducted a case study in order to supplement the qualitative sense. This research was conducted on women consumers in their 20s and 30s. 483 questionnaires were used for statistical analysis. The interview research was conducted with 10 consumers in the case study. Following are the study results: 1. Women consumers showed the highest level of conspicuous consumption behavior in the consumption behavior of imported famous brand products. 2.The educational level of consumers and friends showed the greatest statistically significant effect on conspicuous consumption behavior. Both the perception on the openness of imports and the frequency of travel abroad had significant effect on function-pursuit consumption behavior, while age and marital status had the greatest effect on aesthetic-pursuit consumption behavior.
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