웨딩소비자의 연령에 따른 결혼인식 및 결혼준비행동 차이에 관한 연구
Perception of marriage and marriage preparation - Consumers’ age-related behavior differences -
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As the concept of “marriage age” gradually disappears, the consumption class of the wedding market includes not only X and Y generations but also Z generations, and each generation has its own characteristics as it is already known, and there are differences in the consumption. So this research analyzed age-related behavior differences in both awareness of and preparation for marriage. Three hundred sixteen unmarried Korean males and females comprised the study population and data was collected from March 5, 2019, to April 3, 2019. The SPSS Statistics 23.0 Package was used for analysis, specifically the functions of frequency, cross tabulation, factor analysis, chi-squared test, Cronbach’s alpha, Duncans’s new multiple range test (MRT), and analysis of variance (ANOVA). Marriage motivation was analyzed by three factors, and there were significant differences in two types. Marital involvement was analyzed by two factors, and both factors showed significant age-related differences. Concerns relating to marriage preparation were analyzed by four factors, and two varied according to respondent age. Regarding marriage preparation behaviors, the analysis revealed that the marriage preparation method appreciably differed between age groups. Our analysis also found significant age-related differences in “the main media usually used to acquire information” and “the paths preferred for acquiring information in preparing for marriage”. We expect that study results will be useful for identifying new research directions, understanding the dimensions of the wedding industry, and developing related marketing strategies.
Abstract
As the concept of “marriage age” gradually disappears, the consumption class of the wedding market includes not only X and Y generations but also Z generations, and each generation has its own characteristics as it is already known, and there are differences in the consumption. So this research analyzed age-related behavior differences in both awareness of and preparation for marriage. Three hundred sixteen unmarried Korean males and females comprised the study population and data was collected from March 5, 2019, to April 3, 2019. The SPSS Statistics 23.0 Package was used for analysis, specifically the functions of frequency, cross tabulation, factor analysis, chi-squared test, Cronbach’s alpha, Duncans’s new multiple range test (MRT), and analysis of variance (ANOVA). Marriage motivation was analyzed by three factors, and there were significant differences in two types. Marital involvement was analyzed by two factors, and both factors showed significant age-related differences. Concerns relating to marriage preparation were analyzed by four factors, and two varied according to respondent age. Regarding marriage preparation behaviors, the analysis revealed that the marriage preparation method appreciably differed between age groups. Our analysis also found significant age-related differences in “the main media usually used to acquire information” and “the paths preferred for acquiring information in preparing for marriage”. We expect that study results will be useful for identifying new research directions, understanding the dimensions of the wedding industry, and developing related marketing strategies.
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