소비자의 소비가치 유형별 및 세대별 생산？소비 관련 속담에 대한 공감도 연구

Abstract

The purpose of this study is to investigate how consumer culture-oriented life has been processed and generated by means of searching for our unique traditional consumers' values obtained through the history, customs, religion and custom in our old sayings. Based on this investigation, the study attempts to figure out how our unique traditional emotions and values concerning the consumption are shared and our sympathy is aroused and how they are settled and generated in a new fashion in our contemporary consumer culture. In addition, this study inspects closely the differences between young generation and old generation nowadays with the aid of the old sayings concerning the consumption, with which one can figure out an aspect of lifestyles and ways of thinking that is shared by the people. In this regard, a hypothesis is set up based on the objectives of this study. The concrete procedures of this study are explained based on the objectives of this study as in the following. First of all, the old sayings concerning the consumption are typified into various fields and 29 old sayings among them are selected. Based on its findings, the questionnaires are drawn up and the feeling of sympathy and sharing is investigated based on the relevant old sayings; then, the old sayings that contain the situations in the given period and consumers' thought field by field. There are some differences between young and old generations in terms of the degree of sharing and communication of the relevant old sayings and there are also some differences in the generation of new proverbs. In general, young generation has high degree of sympathy and sharing towards the importance of money with regards to their consumption, while old generation puts much emphasis on the importance of credit so that it gives an opportunity to recognize the necessity of consumer education for young generation, the living styles based on money and the importance of credit education. Besides, one can recognize the necessity of active consumer education using the proverbs in one's life for the establishment of consumer culture in wider aspect.