대학생들의 소비가치 유형에 따른 모바일 소비행동의 차이 연구

• 영문명: A Study on the Difference of Mobile Consumption Behavior According to Consumer Value Types of University Students: J university in Chungnam area
• 발행기관: 관광경영학회
• 저자명: 박정하
• 간행물 정보: 『관광경영연구』제23권 제3호, 593~613쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.05.31

영문 초록

The purpose of this study is to investigate the difference of mobile consumption behaviors according to consumption value types of university students and to distribute 250 questionnaires to college students from November 1, 2018 to November 30, 2018, SPSS Win 23.0 was used for analysis of 219 copies of data except for the fraudulent and inconsistent questionnaires (41 copies). First, frequency analysis was conducted to examine demographic characteristics, and the validity and reliability analysis of consumption value and consumption behavior were conducted. And cluster analysis was conducted on the consumption value and discriminant analysis was carried out in order to secure the validity of cluster analysis. In order to verify the hypothesis, cluster of consumption value type derived from cluster analysis is set as independent variable, and multidimensional analysis (MANOVA) is conducted to set the dimension derived from mobile consumption behavior as dependent variable and to identify significant difference Respectively. As a result, there were statistically significant differences in the factors of mobile consumption behaviors among the three clusters. As a practical implication, university students form cultural consensus and freely express their thoughts and values about politics, economy, social culture, and reference group. Consumption value formed in this university life can be useful for marketing strategy in market segmentation. In addition, the type of consumption that is formed is especially significant in that it predicts the potential demand of the future in that it continues even when it becomes a member of society.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결 론

참고문헌

키워드

University Students Consumption Value Mobile Consumption Behavior Chungnam Area