SNS 사용에 따른 대학생 소비자의 소비성향에 대한 연구

• 영문명: A Study on the Propensity to Consume of College Student Consumers according to Their SNS Uses
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 김경란(Kim Kyung Rhan) 김기연(Kim Kee Yeon) 박시연(Park Si Yeon) 신설화(Shin Seol Wha) 유현정(Yoo Hyun Jung)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제19권 제2호, 209~228쪽, 전체 20쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2015.12.30

영문 초록

The purpose of this study was to investigate differences in the propensity to consume of college students according to their SNS uses. For that purpose, the study conducted a survey with college students that usually used SNS. The survey was done both online and offline from July 10 to September 10, 2013. Total 403 questionnaires were used in analysis. The major findings were as follows: First, male college students scored higher points across all the motivations of SNS usage than their female counterparts. Second, more than half the college students had their propensity to consume influenced by SNS marketing. Good examples of their active usage include giveaway events on Facebook and KakaoTalk Plus Friends to offer text message service and free emoticons. Finally, SNS had much more effects on the irrational consumption of male college students than their female counterparts. It means that male college students did more impulse buying due to SNS than their female counterparts.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅴ. 결론 및 제언

참고문헌

키워드

SNS propensity to consume college student consumer motivations of SNS