Journal of Families and Better Life (가정과삶의질연구)

Korean Home Management Association (가정과삶의질학회)
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Effects of Consumer Alienation and Materialism on Impulse Buying

소비자소외감, 물질주의가 충동구매에 미치는 영향

  • Kim Young-Seen (Dept. of Consumers' Life Information, Chungnam National University) ;
  • Park Ji-Young (Dept. of Consumers' Life Information, Chungnam National University)
  • 김영신 (충남대학교 소비자생활정보학과) ;
  • 박지영 (충남대학교 소비자생활정보학과)
  • Published : 2006.06.01
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Abstract

The purpose of this study is to investigate the general tendencies and casual relations of demographic variables, consumer alienation, materialism and impulse buying among college students. Three hundred and forty one undergraduate students in Daejeon were participated in this study. Factor analysis, Multiple regression and Path analysis were used as statistical analysis. The major findings are as follows: 1. Consumer alienation of college students was divided into 4 types such as Powerlessness, Meaningless, Normlessness, Cultural Estrangement. The overall level of consumer alienation was 3.36. Normlessness(M=3.70) was the highest, and the lowest was powerlessness(M=2.82). Consumer alienation was influenced by gender, age, subjective level of living. Specifically, the lower the age and the subjective level of living were the higher meaningless and powerlessness respectively. And cultural estrangement was higher in male than female. However, normlessness was not affected by demographic variables. 2. The level of materialism of college students was relatively high(M=3.71). The materialism was affected by gender, age, allowance adequacy. 3. The level of impulse buying was higher than middle point(M=3.29). The results of path analysis showed that gender, age, allowance, allowance adequacy, socio-economic status, subjective level of living, powerlessness, materialism influence on impulse buying direct and indirect.

Keywords

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