ScholarWorks@숙명여자대학교

초록

The purpose of this study was to examine university students' consumption-orientation and attitude toward conspicuous consumption as well as to identify the factors that are most influential on consumption-orientation and conspicuous consumption behavior.The major findings of this study are summarized below.First, the average scores of consumption-orientation and conspicuous consumption were 2.71 and 3.15 respectively, on a 5 point scale.Second, the most influential factor on university students' consumption-orientation was friends' influence.Third, the most influential factor on conspicuous consumption was students' perceived social status.Fourth, conspicuous consumption tendency and consumption-orientation were significantly higher for those students with larger amount of allowances, female students, or the students who are working.Fifth, the university students' consumption-orientation and conspicuous consumption tendency were significantly higher for the students whose parents' child-rearing style is inconsistent or excessive investment.Finally, the consumption orientation has a significant positive relationship with conspicuous consumption.

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