아동의 물질주의적 소비문화에 대한 관여: 부모, 친구, TV의 상대적 영향력을 중심으로

• 영문명: Children’s Involvement in the Materialistic Consumer Culture: Focusing on the Relative Influences of Parents, Peers, and TV
• 발행기관: 한국소비문화학회
• 저자명: 손상희(Sohn, Sang Hee)
• 간행물 정보: 『소비문화연구』제12권 제4호, 5~25쪽, 전체 21쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 2009.12.30

국문 초록

본연구는아동소비자가물질주의적소비문화에얼마나편입되어있으며, 소비자사회화대리자들의상대적영 향력은어떠한가라는질문을가지고수행되었다. 아동기는소비자사회화가이루어지는초기단계로서, 물질주 의적태도가일종의소비자학습의결과라고할때아동의소비자학습을설명하는소비자사회화변인들의영향 을보는것은소비자의과도한물질주의적태도형성을인생의초기에예방하는데중요한시사점을제공할수 있을 것이기 때문이다. 이를 위해 본 연구에서는 2개의 가설과 2개의 연구문제를 설정하였고, 대전지역 아동 417명을대상으로기술적통계를통해물질주의와소비주의성향을파악하고, 위계적회귀분석을통해가설및 연구문제를검증하였다. 분석결과아동소비자는소비주의보다는물질주의성향이더높은것으로나타났고, 물 질주의가더보편화된가치인것을보여주었다. 소비자사회화대리변인들의상대적영향력은친구, TV, 부모 의순으로나타났다. 친구는물질주의와소비주의성향에강력한정적영향력을나타내었다. TV는물질주의성 향에대해서는친구다음으로강한정적영향력을나타내었으나, 소비주의성향에대해서는유의한영향력이없 었다. 부모의사회화와관련된다양한변인들은물질주의성향에대해서는아무런유의한영향력을나타내지않 았고, 소비주의성향에대해서는자녀와의광고에대한대화가많을수록정적인영향을미쳤다.

영문 초록

The current study aims to examine how socialization agents such as parents, peers, and television impact children’s involvement in the materialistic consumer culture and to compare their relative influences. Based on the theory and previous studies of consumer socialization, hypotheses and research questions were made regarding the relationship between socialization agent variables and children’s materialistic and consumeristic attitudes. A survey was implemented on 417 fourth and sixth graders from two elementary schools located in different areas of Daejeon city, which denote different socioeconomic status. Hierarchical regressions, t-tests, and descriptive analysis methods were employed to examine the hypotheses and research questions. Findings showed that the determinants of materialistic and consumeristic attitudes were generally consistent with what was hypothesized; peers and television appeared to be important agents in children’s consumer socialization, affecting children’s learning of nonrational consumer orientations. Materialistic and consumeristic values did increase with the extent of peer dependency, and the estimated impact of peers was the strongest among socialization agents. Amount of television viewing was positively associated with children’s materialism, but it could not predict consumeristic attitudes in this study. This could be because the content of TV viewing was left unexamined or because such a measure could not fully tap the possible socialization effect of the media. A series of parent-child communication variables were not associated with children’s materialism. Parent-child communication about advertising was only positively associated with consumeristic attitudes, contrary to previous research and theoretical notions. It means that this study did not identify the parents’ mediating function in the socialization process. Implications of the findings for consumer education for children were discussed, and ideas for future investigation were offered.

목차

요약

Ⅰ. 서 론

Ⅱ. 이론적배경

III. 연구방법

Ⅳ. 연구결과

V. 결론 및 제언

참고문헌

Abstract

키워드

아동소비자 소비자사회화 사회화 대리자 물질주의 소비주의 소비문화 child consumer consumer socialization socialization agents materialism consumerism culture