한ㆍ중 양국 대학생의 여가 소비행태에 대한 연구 -노래방 소비문화를 중심으로 -

Abstract

The purpose of this study focused on the Noraebang(so called 量販式 KTV in China) cultures and consumption Patterns between college students in Korea and China. The Hypthesis & result of this study is as following. Hypothesis 1 is that Noraebang leisure culture would have significant impact on the individually benefit sought of consumers. The individually benefit of Korean consumers is positive(+) effect from amusement, privacy and diversion but not from mutual interchange. Meanwhile, The individually benefit of Chinese consumers is positive(+) effect only from amusement and diversion. Hypothesis 2 is that Noraebang leisure culture would have significant impact on the interpersonal relation benefit sought of consumers. The interpersonal relation benefit sought of Korean consumers is positive (+) effect from mutual interchange, privacy and diversion but not from amusement. Meanwhile, The interpersonal relation sought benefit of Chinese consumers is positive (+) effect only from mutual interchange and diversion. Hypothesis 3 is that Noraebang store attributes would have significant impact on the individually benefit sought of consumers. The individually benefit sought of Korean consumers is positive (+) effectt from atmosphere and price. However, The individually benefit of Chinese consumers is positive (+) effect from store reputation and the service. Hypothesis 4 is that Noraebang store attributes would have significant impact on the interpersonal relation benefit sought of consumers. The interpersonal relation benefit sought of Korean consumers is positive(+) effect from store reputation and the price. Similarly, The interpersonal relation benefit sought of Chinese consumers is also positive(+) effect from store reputation and the price.