Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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The Effects of Teenagers' Brand Perceptions on their Sociability -Focusing on Policy Implications-

청소년의 브랜드인식이 사회성에 미치는 영향 - 정책적 시사점을 중심으로 -

  • 김경숙 (조선대학교) ;
  • 박희서 (조선대학교 사회과학대학교 행정복지학부)
  • Received : 2013.10.31
  • Accepted : 2013.11.25
  • Published : 2014.01.29
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Abstract

The purpose of this study is to suggest some policy implications for the youth through empirical study about the effects of middle school students' brand perception on their sociability. For the purpose of this study, this study established a causal model about the relationships between brand perception and sociability through review of previous studies and surveyed for empirical research. The results of this study are presented as follows: Preference, imitation, and relevance as brand purchase elements of teenagers affected their self-esteem and empathy for others significantly. Self-esteem that is meditating variable in this study did not have a significant effect on sociability, while empathy for others had a great effect on it. This study suggested policy implications for teenagers to have good standards and a sense of value in a brand purchase.

본 연구는 청소년인 중학생의 브랜드 구매요인이 사회성에 미치는 영향에 대한 실증적 분석을 통하여 청소년 정책의 시사점을 도출해 보는데 연구목적을 두었다. 이러한 연구목적을 달성하기 위하여 선행연구를 바탕으로 청소년의 구매요인인 선호성, 정보성, 모방성, 적정성과 사회성의 관계에 대한 인과모형을 설정한 다음 설문조사를 통하여 실증적으로 분석해 보았다. 본 연구의 분석결과 청소년인 중학생의 브랜드 구매요인인 선호성과 모방성, 적정성은 매개변인으로 선정한 자아존중감과 타인공감성에 영향을 미치는 것으로 나타났으며, 또한 모방성은 청소년의 사회성에도 직접적인 영향력을 미치는 것으로 나타났다. 본 연구의 매개변수인 자아존중감이 사회성에 미치는 영향은 유의미하지 않는 것으로 나타난 반면, 타인공감성은 사회성에 유의미한 영향을 미치는 것으로 나타났다. 본 연구는 이러한 연구결과를 바탕으로 청소년인 중학생의 브랜드 구매에 대한 올바른 기준과 가치관을 형성하기 위한 정책적 시사점을 도출하였다.

Keywords

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