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‘소비자 미추구성향(Consumer’s Aesthetic Seeking Tendency)’ 척도개발 및 타당화 연구

The Consumer’s Aesthetic Seeking Tendency Scale: Development and validation

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주제분류심리과학

초록

본 연구에서는 제품의 미(aesthetic)를 중심으로 소비하는 소비자의 인지적, 정서행동적 특성을 ‘소비자 미추구성향(Consumer’s Aesthetic Seeking Tendency: CAST)’으로 정의하고, 능력·지식·가치라는 인지적 측면과 흥미·정서적 몰입의 정서행동적 측면으로 구성된다고 개념화하였다. 소비자 미추구성향 개념을 경험적으로 검증하기 위해, 척도를 개발한 후 척도의 안정성·관련 측정척도들과의 변별타당도 검증·준거관련타당도 입증으로 타당화 연구를 진행했다. 그 결과 ‘소비자 미추구성향 척도’가 신뢰롭고 타당한 도구임을 증명할 수 있었다.

Abstract

Consumer’s Aesthetic Seeking Tendency(CAST) is the cognitive and emotional-behavioral feature to consume according to the aesthetic of product design. The purposes of this study are to develop and examine validation of consumer’s aesthetic seeking tendency scale. Results suggest that CAST scale has acceptable level of reliability and validity as a tool.

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