쾌락소비 행동 및 쾌락소비 후 감정형성에 미치는 영향요인 분석: 자기효능감과 불안감의 영향력을 중심으로
Hedonic Consumption Behavior by Justifying Mechanism and Analysis of Influencing Factors that Affect Emotional Formation after Hedonic Consumption
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초록
본 연구의 목적은 정당화 기제에 따른 쾌락소비행동 패턴 분석과 쾌락소비 행동 후 감정형성에 미치는 영향요인을 규명하는데 있다. 연구결과 및 시사점을 제시하면 다음과 같다. 첫째, 자기보상형과 자기위로형 쾌락소비 품목은 성별과 연령에 따라 유의미한 차이가 있었다. 여성은 자기보상을 위해서 고급 의류, 신발, 가방류를, 남성은 술에 대한 소비를 가장 많이 선호하고 있었으며, 자기위로를 위해서는 남성은 술 소비를, 여성은 이미용 및 오락서비스와 외식 및 문화에 대한 소비를 선호하고 있었다. 연령에 따라서도 쾌락소비는 차이가 있었다. 20∼30대는 고급의류, 신발, 가방류를, 40대는 외식 및 문화활동과 술 소비를, 50대는 고급 의류, 신발, 가방류에 대한 소비와 외식 및 문화활동에 대한 소비행위를 가장 많이 하고 있었다. 둘째, 쾌락소비행동과 사회인구학적 요인 및 사회심리학적 요인과의 상관관계를 분석한 결과, 자기보상형 쾌락소비는 남성인 경우, 대상지향 소비성향 수준이 높은 경우 쾌락소비 비용을 많이 쓰고 있는 것으로 나타났다. 자기위로형 쾌락소비의 경우에는 남성인 경우, 연령이 높은 경우 쾌락소비 빈도가 높은 것으로 나타났다. 자기위로형 쾌락소비의 구매비용은 자기효능감과 정적인 상관관계를 보였다. 셋째, 자기효능감과 불안감은 자기보상형과 자기위로형 쾌락소비 후 감정형성에 영향을 미치고 있었다. 자기보상과 자기위로 쾌락소비 후 긍정감정에 공통적으로 영향을 미친 요인은 자기효능감이었다. 불안감은 자기보상 쾌락소비 후 긍정감정과 자기위로 쾌락소비 후 부정감정에 정적인 유의미성으로 보였다. 불안감이 높을수록 쾌락소비 후 긍정감정이 높아지고(자기보상형), 후회와 죄책감 같은 부정감정도 증가되는 것(자기위로형)으로 나타났다.
Abstract
The purpose of this study is to analyze hedonic consumption behavior pattern by justifying mechanism and to investigate influencing factors that affect emotional formation after hedonic consumption. The findings and implications are as below:First, there are significant differences between self-rewarding and self-comforting type hedonic consumption items according to genders and ages. In self-rewarding items, women prefer high- quality clothes, shoes, and bags, but men prefer alcohol the most. In self-comforting items, women prefer spending for beauty care, recreation, food services, and cultural consumption while men love to spend for alcohol. Also, there are some differences in hedonic consumption depending on ages. Those in their 20s-30s spend most for high-quality clothes, shoes, and bags; those in 40s for alcohol; and those in 50s do not only spend most for high-quality clothes, shoes, and bags but also for food services and cultural consumption. Second, I divided hedonic consumption tendencies into object-oriented and person-oriented types. The result shows that object-oriented types are more than person-oriented types. Also, there are some differences in object-oriented types according to genders in which for women, object-oriented tendencies are higher than person-oriented tendencies. Third, self-efficacy and anxiety affect emotional formation after self-rewarding and self- consoling type hedonic consumption. After self-rewarding and self-consoling hedonic consumption, the factor in common that affects positive emotions is self-efficacy. Anxiety is seen as static significance in positive emotions after self-rewarding consumption and in negative emotions after self-comforting hedonic consumption. It means that as the level of anxiety is higher, positive emotions after self-rewarding consumption (self-rewarding type) and negative emotions, such as regret and guilt are both higher (self-consoling type) as well.
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