소비가치 유형에 따른 현재 소비수준과 은퇴활동기 주관적 생활비 인식 차이 연구

박원주 한국소비문화학회 2019 소비문화연구 Vol.22 No.1

The purpose of this study is to examine whether there is a difference between the current level of consumption and the perceived subjective cost of living during the retirement period, depending on consumption value. Research has shown that the types of consumption value are classified into different types of consumption value, other-oriented value, self-expression value, unspecified value, and community-oriented consumption value, and that there is a significant difference between the current consumption level and the perceived subjective cost of living during the retirement period. Among the types of consumption value, self-expression value differed from the others, with the lowest subjective current consumption level, and the most objective balance of payments. This shows that there is a defined correlation between self- initiative consumption value and good consumption behaviors. Even in recognition of subjective and minimum living expenses during retirement, self-expression value differed from other types, recognizing the lowest amount of both living expenses. On the other hand, the standard of consumer judgment was the highest in terms of living expenses of other-oriented value. Looking at the ongoing impact of value in consumption on consumer behavior, this study indicates that consumption value affect not only current but also consumption levels after retirement. In addition, it could help establish the direction of consumption education for desirable consumption value by clarifying that self-initiative consumption value lead to better consumption behaviors than other-oriented consumption value. 본 연구의 목적은 소비가치에 따라 현재 소비수준과 은퇴활동기 주관적 생활비에 대한 인식에 차이가 있는지를 살펴보는 것이다. 연구 결과 소비가치 유형은 타인지향 소비가치, 자기표현지향 소비가치, 무특정형, 소비공동체지향 소비가치 유형으로 분류되었으며, 각 유형간 현재 소비수준과 은퇴활동기 주관적 생활비 인식에는 유의미한 차이가 발견되었다. 소비가치 유형 중 자기표현지향 소비가치 유형은 타 유형과 다른 차이를 보였으며, 이 유형은 주관적 현재 소비지출수준이 가장 낮고, 객관적 가계수지상태 또한 가장 양호한 것으로 나타났다. 이를 통해 자기주도적 소비가치와 양호한 소비행동 간에 정의 상관관계가 성립하고 있음을 알 수 있다. 은퇴활동기 주관적 적정생활비와 최소생활비 인식에 있어서도 자기표현지향 소비가치 유형은 타 유형과 다른 차이를 보였는데, 두 생활비 모두에서 가장 낮은 금액을 인식하고 있었다. 이에 반해 소비판단의 기준이 타인에게 있는 타인지향 소비가치 유형의 생활비 인식 수준이 가장 높았다. 소비행동에 미치는 소비가치의 지속적 영향력을 살펴본 본 연구는 소비가치가 현재 뿐 아니라, 은퇴 이후의 소비수준에도 영향을 미친다는 것을 규명한 데 그 의의가 있다. 더불어 자기주도적 소비가치가 타인의존적 소비가치에 비해 더 양호한 소비행동을 이끈다는 것을 규명함으로써 바람직한 소비가치를 위한 소비교육의 방향성 정립에 도움을 줄 수 있을 것이다.

소비가치 측정을 위한 척도개발 연구

구명진 ( Myoung-jin Koo ),김난도 ( Ran-do Kim ),김소연 ( So-yun Kim ),나종연 ( Jong- Youn Rha ),여정성 ( Jung-sung Yeo ),최현자 ( Hyun-cha Choe ) 한국소비자학회 2015 소비자학연구 Vol.26 No.6

Consumption value is a critical keyword to understand and predict contemporary consumer society. The present study aimed to develop a consumption value scale with sub-dimensions including important consumption values which are related with consumption life in general. Furthermore, this study aimed to draw a perception map of consumption values based on empricial data from consumers. From the consumer-ecological perspective, the consumption value scale was theoretically proposed, which embraced not only product-related values but the values derived from consumers and consumption-community. Through the preliminary and the main test, the scale was improved and finally fixed with 10 sub-dimensions including utility oriented value, security oriented value, low-price oriented value, hedonism oriented value, aesthetics oriented value, innovation oriented value, others oriented value, community oriented value, autonomy oriented value and self-expression oriented value. The perception map of consumption values was deducted from the empirical data by MDS methodology, which visualized consumers’ perception on the individual consumption values. According to the loacation of each values on the derived map, the 10 values were categorized into two groups. The value groups located on the left side of the map were the values to be judged by the consumer’s own criteria, while the values on the right side were rather other-directed. The standard of classification was named ‘the judgement criteria’.The present study developed the consumption value scale with sub-dimensions for measuring essential consumption values comprehensively. Futhermore, it also provided the empricial clue on the structural framework of consumption values in consumers`` perception. This study is expected to contribute to help understanding consumption values and provide a useful tool to accumulate valuable empirical data.

윤리적 소비와 소비가치의 관계에 대한 소비자 인식 변화: 소셜 빅데이터를 활용한 윤리적 소비와 소비가치의 키워드 변화 분석을 중심으로

신은정,고애란,Shin, Eunjung,Koh, Ae-Ran 대한가정학회 2021 Human Ecology Research(HER) Vol.59 No.2

The purpose of this study was to analyze big data to identify the sub-dimensions of ethical consumption, as well as the consumption value associated with ethical consumption that changes over time. For this study, data were collected from Naver and Daum using the keyword 'ethical consumption' and frequency and matrix data were extracted through Textom, for the period January 1, 2016, to December 31, 2018. In addition, a two-way mode network analysis was conducted using the UCINET 6.0 program and visualized using the NetDraw function. The results of text mining show increasing keyword frequency year-on-year, indicating that interest in ethical consumption has grown. The sub-dimensions derived for 2014 and 2015 are fair trade, ethical consumption, eco-friendly products, and cooperatives and for 2016 are fair trade, ethical consumption, eco-friendly products and animal welfare. The results of deriving consumption value keywords were classified as emotional value, social value, functional value and conditional value. The influence of functional value was found to be growing over time. Through network analysis, the relationship between the sub-dimensions of ethical consumption and consumption values derived each year from 2014 to 2018 showed a significantly strong correlation between eco-friendly product consumption and emotional value, social value, functional value and conditional value.

THE IMPACT OF CONSPICUOUS CONSUMPTION AND PERCEIVED VALUE ON NEW PRODUCT ADOPTION INTENTION: THE MODERATING ROLE OF CREATIVITY-SEEKING PERSONALITY

Meixiang Cui,Subin Im 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Along with the growth of disposable income and the improvement of consumers’ living condition, consumers are no longer satisfied only with the fulfillment of functional needs of products. Instead, they seek to meet higher level of demand such as emotional and symbolic needs when consuming products. One reflection of this kind of pursuit in consumer behavior is “conspicuous consumption”, which is the tendency for individuals to enhance their image and communicate status to others through overt consumption of possessions (O’Cass & McEwen, 2004). Moreover, the emergence of social networking service (SNS) has boosted the phenomenon of such overt consumption. For example, a consumer who bought a new luxury sports car uploads a photo of his/her car on Facebook to show off his/her wealth, status, uniqueness, taste, etc. In this context, if a product is scarce due to a limited supply, then consumers might use the product for conspicuous consumption (Gierl & Huettl, 2010). Thus, it can be inferred that consumers who have conspicuous consumption tendency will be attracted by new product which is scarce in its early diffusion process. Moreover, the literature has added new content to conspicuous consumption with the development of social economy and value. Consumption value goes far beyond satisfying functional needs, and consumption and possessions are regarded as the extension of the self (Belk, 1988). Hence, consumers would be eager to present and show off their “extended self” on SNS using new products. As a consequence, this research aims at exploring the relationship and internal mechanism between the new paradigm of conspicuous consumption and consumers’ new product adoption intention, mediated through perceived consumption value. Different traits of consumers and resulting value perceptions are influential on consumer adoption behavioral intention and outcomes (e.g., Kastanakis & Balabanis, 2014). Despite the fact that identifying and adequately meet the needs of target consumers is essential in new product success, current literature still lacks understanding on how consumers perceive value of new products based on their needs for conspicuous consumption in adopting new products. Moreover, even though there are some evidence in the literature showing that consumers with high needs for conspicuous consumption accept new products more quickly, there is limited guideline for managers for how and why different perspectives of conspicuous consumption tendency affect new product adoption intention through perceived value of the product. In addition, consumer behavior literature of conspicuous consumption has overemphasized the role of status seeking without fully understanding other motives and needs for it. Accordingly, we will start by examining different types of conspicuous consumption tendencies and studying how they affect different value perceptions, which lead to new product adoption intention. A large number of studies from various disciplines have defined “conspicuous consumption” differently. Earlier, Veblen (1899) proposed the term “conspicuous consumption” to describe the behavior of rich American people who spent a significant portion of their time and money on unnecessary and unproductive leisure expenditures. As indicated, in early days, “conspicuous consumption” was thought to be only occurred to the upper class of the society that wishes to display wealth or status through luxury consumption. However, Mason (1988) pointed out that conspicuous consumption is not only associated with the rich and privileged, but is a worldwide phenomenon that is easily observed at all social and economic levels. Moreover, recent research advocates that conspicuous consumption is not only about displaying wealth, but also about delivering self-images and enhancing social standing through consumption. The symbolic meaning of products is commonly used as an outward expression of consumer self-concept and connection to the society (Chaudhuri & Majumdar, 2006). The motives to show their social status, unique taste or conformity trigger overt consumption of different kinds of goods to satisfy the need of belonging, increase their popularity, as well as be highly respected, admired, or envied (Gierl & Huettle, 2010). Drawing from current literature (e.g., Chaudhuri & Majumdar, 2006; Chen, Yeh, & Wang, 2008; Gierl & Huettl, 2010; O’Cass & McEwen, 2004; Shukla, 2008), this research defines conspicuous consumption as the tendency for individuals to enhance their image and communicate status to others through overt consumption, and proposes it to be a multidimensional concept consists of three dimensions namely ostentation of a high social status (a superior position within a social hierarchy), demonstration of uniqueness (differences from people belonging to the same social group), and demonstration of conformity (similarity to people belonging to a certain social group). We aim at examining the individual differences in three different conspicuous consumption tendencies and how they are related to new product adoption intention. It is important to study new product success from the consumer’s perspective because the success of new product eventually depends on the decisions of consumers to adopt or reject the new product (Im, Bhat, & Lee, 2015). According to Hirschman (1980), innate personality of the consumer has an important influence on whether to adopt new product or not. Moreover, Venkatesh and Brown (2001) found that relevant others such as friends, family, and other important connections can influence the adoption decision. As such, those who are influenced by the people around them will choose products that can convey an image congruent with the social image they wish to project. (Sheth, Newman, & Gross, 1991). New products, depending on their characteristics and types, can be used to show social status, uniqueness, or conformity. When the new product is first launched in the market, it is often released at a high price, though it is not a necessity to most consumers. Thus, adopting the high priced but unnecessary new products or frequently upgraded products in a certain category can signal economically rich status. In addition, consumers adopt new products to demonstrate their needs for uniqueness due to the scarcity in early diffusion process. Finally, new product can also help consumers conform to a certain group they wish to belong. For example, when most of a consumer’s friends or colleagues have adopted iPhone, he/she also is willing to adopt iPhone in order to assimilate with the group member and achieve a sense of belonging. In conclusion, there might be positive relationships between consumers’ tendency to demonstrate high social status, uniqueness and conformity and new product adoption. Im et al. (2015) argued that consumers’ evaluation of or attitude toward a product and ultimate decision to adopt depends on their perceptions of the product’s value. Thus, perceived value may act as an important determinant in new product adoption. Besides, now that perceived value is derived from subjective evaluation and judgement of consumers, different consumers involved in the purchasing process can vary on the perceptions of new products (Perkins, 1993). Moreover, individuals tend to perceive what they need and want while ignoring other irrelevant stimuli around (Schiffman & Wisenblit, 2016). Since consumers with three different types of conspicuous consumption tendency have different needs and wants, they will respond differently to the value offered by products. Thus, we propose the mediating role of perceived value between conspicuous consumption and consumers’ intention of new product adoption. Another important individual level variable that impacts perception of new product is creativity-seeking personality, which refers to the tendency to seek information that is novel and meaningful (Im et al., 2015). Since novelty and meaningfulness are important features of innovation that are embedded in new products, consumers who seek for them are more likely to appreciate the new products more. Thus, we assert that creativity-seeking personality is also important in forming new product adoption behavior. Moreover, according to Im et al. (2015), novelty affects perceived hedonic value while meaningfulness influences perceived utilitarian value. This research attempts to explore the moderating role of creativity-seeking personality on the relationship between conspicuous consumption and perceived value to reveal the synergy effect of conspicuous consumption and creativity-seeking personality. Creativity-seeking personality consists of a novelty-seeking personality (a personal tendency related to the willingness to seek information that is new and different), and a meaningfulness-seeking personality (a personal tendency related to the willingness to seek information that is useful and relevant) (Hirshman, 1980; Im et al., 2015). Specifically, we propose that demonstration of uniqueness has a stronger impact on hedonic value among consumers with high level of novelty-seeking personality and demonstration of conformity has a stronger impact on utilitarian value among consumers with high level of meaningfulness-seeking personality. As such, drawing on the existing literature about conspicuous consumption, creativity-seeking personality, perceived value and purchase intention, this research proposes the mediating role of perceived value through which conspicuous consumption impact consumers’ new product adoption intention. In the meantime, this research explores the moderating role of creativity-seeking personality on the effect of conspicuous consumption on perceived value of new products. Accordingly, our research model is given as demonstrated in Figure 1. We expect the positive relationship between conspicuous consumption and new product adoption intention. Moreover, we predict perceived value mediates the impact of conspicuous consumption on new product adoption intention whereas creativity-seeking personality plays a moderating role. This research has several academic contributions and managerial implications. First, this research distinguished three types of conspicuous consumption from modern perspective including ostentation of a high social status, demonstration of uniqueness, and demonstration of conformity. By testing the impact of three types of conspicuous consumption on new product adoption intention, this study extends existing literature by identifying drivers of new product adoption. Second, it shed light on a mediating mechanism of perceived value through which conspicuous consumption conveys its effect on new product adoption. Third, it identified the moderating role of novelty-seeking personality and meaningfulness-seeking personality on the effect of conspicuous consumption on perceived value. Though we are proposing the theoretical model in Figure 1 based on prior literature in this paper, we expect to empirically validate the relationships in the model by collecting data through multiple experiments using Mechanical Turk. Before the data collection, we will go through the IRB approval for the subject pool and research design. As for managers, they can flexibly apply the consumers’ tendency of conspicuous consumption and creativity-seeking personality as market segmentation tool and implement the appropriate marketing strategy to improve new product adoption behavior for better new product performance. First, managers should be aware that conspicuous consumers are not a homogeneous group. They need to understand the heterogeneous drivers of consumers’ motives regarding conspicuous consumption and formulate appropriate marketing strategy to segment them. Second, this research provides some guidelines in new product promotion. For example, advertisement of the new products can highlight the different kinds of value when targeting consumers with different types of conspicuous consumption tendency. Third, as for sales people, they can provide novel product information to consumers who have tendency to demonstrate uniqueness and provide meaningful product information to consumers who have tendency to demonstrate conformity to increase purchase intention of consumers.

윤리적 소비와 소비가치의 관계에 대한 소비자 인식 변화: 소셜 빅데이터를 활용한 윤리적 소비와 소비가치의 키워드 변화 분석을 중심으로

신은정 ( Eunjung Shin ),고애란 ( Ae-ran Koh ) 대한가정학회 2021 Human Ecology Research(HER) Vol.59 No.2

The purpose of this study was to analyze big data to identify the sub-dimensions of ethical consumption, as well as the consumption value associated with ethical consumption that changes over time. For this study, data were collected from Naver and Daum using the keyword ‘ethical consumption’ and frequency and matrix data were extracted through Textom, for the period January 1, 2016, to December 31, 2018. In addition, a two-way mode network analysis was conducted using the UCINET 6.0 program and visualized using the NetDraw function. The results of text mining show increasing keyword frequency year-on-year, indicating that interest in ethical consumption has grown. The sub-dimensions derived for 2014 and 2015 are fair trade, ethical consumption, eco-friendly products, and cooperatives and for 2016 are fair trade, ethical consumption, eco-friendly products and animal welfare. The results of deriving consumption value keywords were classified as emotional value, social value, functional value and conditional value. The influence of functional value was found to be growing over time. Through network analysis, the relationship between the sub-dimensions of ethical consumption and consumption values derived each year from 2014 to 2018 showed a significantly strong correlation between eco-friendly product consumption and emotional value, social value, functional value and conditional value.

성별, 지각된 소비가치 유형이 밀키트 제품의 추천 및 지속적 구매의도에 미치는 영향

이재은,최진영 한국상품학회 2024 상품학연구 Vol.42 No.5

The restaurant industry boom has brought about changes in lifestyle as well as the expansion of the meal kit market. This study aims to examine the consumption tendency of meal kit products among the MZ generation, a consumer group that has recently been attracting attention in the home meal replacement market, by analyzing the relationship between consumers’ gender and perceived consumption value (functional/situational) for meal kit products and examining the influence on their intention to recommend to others and continue purchasing. The analysis of this study was conducted using the SPSS 23 statistical program, using a 2(gender: male vs. female)×2(consumption value type: functional consumption value/situational consumption value) two-way ANOVA. As a results, this study showed that male and female students were willing to recommend meal kit products that they had used to others, and had continuous purchase intentions depending on the perceived consumption value type. In addition, when gender and perceived consumption value type were classified into functional consumption value and situational consumption value, both male and female students considered functional consumption value important, and it was higher for female students than for male students. In other words, it can be interpreted that consumers prefer the functional aspect of meal kit products that allow them to conveniently cook a variety of foods at a reasonable price. Therefore, this study is expected to serve as basic data for market segmentation and product development centered on the perceived consumption value of meal kit products among MZ consumers.

The Mediating Effect of Consumption Value on the Relationship between Consumption Tendency and Purchase Behavior Intention, for Beauty Devices: Analyses across Generations

강다현,김은숙 한국비즈니스학회 2024 비즈니스융복합연구 Vol.9 No.2

In the present study, as a result of the prolonged COVID-19 pandemic, the market for beauty devices for skin care, which collapsed due to the wearing of masks, has expanded, and different consumption patterns have been observed in the main consumers, Millennial and Gen Z (hereafter MZ) and Generation X, due to the increased use of SNS and the economic recession. The polarisation of consumption between MZ and Generation X is intensifying in various consumption patterns, so we studied to see the mediating effect of consumption value in the relationship between purchasing behaviour based on the consumption tendency that appears in MZ and Generation X. We conducted our study totally 510 participants who belonged to either of those three generations, with willing to purchase beauty device products, and analyzed their data using SPSS 25.0. For consumption tendency, its subfactors were trend orientation, brand orientation, impulse buying, and plannedness. Meanwhile, the consumption value’s subfactors were classified into ethical value, functional value, social value, and economic value. Our analyses rendered the following findings. First, among consumption-value factors, the functional value was significantly mediating the association between plannedness (subfactor of consumption tendency) and purchase behavior. Meanwhile, the trend orientation and brand orientation’s effects on purchase behavior intention were mediated by functional and social value. Mean while, the cross-generational analyses showed the follows. First, for MZ consumers, the higher propensity of impulsive buying did not lead to more prioritization of economic value. For generation X, on the contrary, more impulsive-buying propensity was positively associated with emphasis on economic value. Such findings suggest that, further studies will be needed to explain why and how the impulsive buying’s association with economic value appeared differently between MZ and Generation X. Meanwhile, the present findings will serve as crucial marketing data, through which they will be able to develop beauty devices meeting consumer needs, and understand purchase behavior’s main determinants with account on variation in consumption tendency value among different generations.

현대 소비자의 소비가치는 소비상황에 따라 다르게 작용하는가? - 여대생 소비자의 소비지향성과 소비목적에 따른 4가지 소비상황을 중심으로 -

장은지 ( Jang Eun Ji ),김기옥 ( Kim Kee-ok ) 한국소비자학회 2018 소비자학연구 Vol.29 No.1

This study examines change in consumption values by different consumption situations. Consumption situations are classified with two dimensions, one with consumption orientation either others-oriented or self-oriented, and the other with consumption purpose either utilitarian or hedonic. Consumption situations are divided into four with the two dimensions: others- oriented utilitarian purpose, others-oriented hedonic purpose, self-oriented utilitarian purpose, and self-oriented hedonic purpose. Three hundred nineteen college women in Seoul were participated in the questionnaire survey and fifteen replies were deleted. Date for this study was consisted with 304 replies. The results summarized as follows: First, college women replied the most frequently purchased item in others-oriented utilitarian purpose situation as smart-phones, in self-oriented utilitarian purpose situation as notebooks and in the rest situations as cosmetics. Clothes are the most frequently replied items in either others-oriented or self-oriented situations. Dolls are highly replied in self-oriented hedonic purpose situation. Second, college women pursued highly ‘emotional value’ in all consumption situations except self-oriented utilitarian situation, while ‘functional value’ was highly pursued in self-oriented utilitarian situation. Thirdly, college women pursued highly ‘social value’, ‘epistemic value’, ‘situational value’ in others-oriented situation, while ‘functional value’ and ‘emotional value’ were highly pursued in self-oriented situation. They pursued highly ‘functional value’ in utilitarian purpose situation, while ‘social’, ‘emotional’, and ‘epistemic’ values were highly pursued in hedonic purpose situation, Fourthly, ‘functional’ and ‘emotional’ values were highly pursued in self-oriented situation, while ‘social’ and ‘situational’ values were highly pursued in others-oriented situation. ‘Epistemic value’ was pursued highly in hedonic purpose situation. Fifthly, consumption values pursued in four consumption situations were partially different by socio-democratic backgrounds such as age, region, work, major fields, perceived social class, and average monthly consumption expenditures. This study revealed the fact that consumers pursue different consumption values in different consumption situations. Among the consumption values, consumers most highly pursued ‘emotional value’. This implies that contemporary consumers put high importance on self-satisfaction and subjective happiness and, therefore, ‘emotional value’ is the most important value in any consumption situation. This highlights the fact that understanding consumption situation should be preceded when dealing with consumption value in consumer science. In conclusion, consumers always pursue their subjective values in any consumption situation and purchase items that can satisfy their values the most. Therefore, it is crucial that consumers accurately understand what value they pursue in any consumption situation in order to be rational consumers.

소비자의 소비가치가 ESG경영 뷰티기업의 브랜드이미지와 화장품 구매의도에 미치는 영향

이나현,김수연,권오혁 대한미용학회 2023 대한미용학회지 Vol.19 No.3

As environmental pollution becomes an increasingly serious issue worldwide and the global climate crisis continues, consumer interest in continuous environmental protection is increasing. In addition, an increasing number of consumers are anticipating corporate social responsibility and specific actions. The purpose of this study is to determine whether the consumption value of cosmetics consumers can affect the brand image of beauty companies that run ESG management and the purchase intentions of consumers. According to the results of the analysis, eco- friendly consumption value, functional consumption value, ethical consumption value, and social consumption value can affect the brand image of beauty companies that conduct ESG management in the order of value. The results of the analysis also demonstrated that ethical consumption value, functional consumption value, social consumption value, and eco-friendly consumption value influence the intention of purchase of cosmetics for beauty companies that conduct ESG management in that order. However, the findings of this study indicated that the rare consumption value did not affect the brand image and purchase intention. Finally, the results of mediating effect analysis, showed that brand image has an important influence on the consumption value of cosmetics consumers for beauty companies that run ESG management. The results of this study demonstrate the need for awareness and the necessity of ESG management according to changes in consumer value and may be helpful to companies in the effort to survive and show sustainable growth in a rapidly changing business environment.

소비의 가치․문화적 요인이 소비생활만족도에 미치는 영향 - 휴대폰과 의복을 중심으로 -

이준영,이은희,유현정 한국소비문화학회 2017 소비문화연구 Vol.20 No.4

In this study, the impact of consumer values/cultural aspects on the satisfaction of consumption life was analyzed. For this purpose, the influence on satisfaction of consumption life was analyzed by first setting variables such as basic human values, consumption culture, consumption value per product, and purchase tendency. The influential relationship between consumption values/ cultural aspects and the satisfaction of consumption life was as follows. The satisfaction of consumption life was observed based on two concepts, which were “closeness to desired ideal” and “satisfaction of objective consumption condition.” For the level of consumer satisfaction in terms of closeness to desired ideal, positive influence was given by factors such as compensation value, economic-oriented type, security-oriented type, eco-friendly-oriented type, self-conscious type, and impulse, but negative impact was given by the enjoying type. Next, for the level of consumer satisfaction in terms of objective consumption satisfaction, positive influence was given by economic-oriented and security-oriented type. The result of analysis on the value orientation per product for cell phones and clothing is as follows. Social value and emotional value were significantly higher for clothing than cell phones in terms of statistics. Functional value was significantly higher for cell phones than clothing in terms of statistics. The generation gap of consumer values/cultural factors is as follows. For the eco-friendly-oriented type, 50 and higher age group was significantly higher than 20’s and 30’s age group in terms of statistics. For the compensation type, 20’s age group was the highest followed by the 40’s age group in the middle. The 50’s age group was found to be the lowest. For the self-expressive type, 20’s/40’s age groups were significantly higher than 50’s age group in terms of statistics. Next, the personal relationship analysis of purchase tendency per product, consumption value, and level of consumer satisfaction was conducted through the structural equation model. The difference found between cell phones and clothing analysis model is as follows. For cell phones, innovation had a positive influence on emotional value, whereas there was no influence on clothing. In addition, innovation and impulse influenced social value for cell phones, whereas innovation and autonomy showed influence for clothing. From the result of observing the influence of purchase tendency on consumer satisfaction, innovation was found to have positive effect on both cell phones and clothing. Autonomy was found to have positive influence on consumer satisfaction only for clothing. The result of analyzing the influence of consumption value per product on the level of consumer satisfaction showed that emotional value and rarity value influenced satisfaction level for clothing. But, for cell phones, no variables were found to have influence. 본 연구는 소비의 가치․문화적 측면이 소비생활만족도에 어떠한 영향을 미치는지 분석하였다. 이를 위해 인간의 기본 가치관부터 소비문화, 제품별 추구 소비가치, 구매성향 등의 변수를 설정하여 소비생활만족도에 미치는영향을 분석하였다. 소비의 가치․문화적 측면이 소비생활 만족도에 미치는 영향관계는 다음과 같다. 소비생활만족도에서는 ‘희망했던 이상에 근접했는가’와 ‘객관적 소비조건에 만족했는가’의 두 가지 개념으로 나누어 살펴보았다. 희망했던 이상에 근접했는가의 소비생활 만족도에는 보수가치, 경제성추구형, 안전추구형, 친환경추구형, 타인의식형, 충동성 등의 요인들은 정적 영향을 주었고, 향유형 요인은 부적 영향을 미쳤다. 다음으로 객관적 소비조건에 만족했느냐의 소비생활만족도에는 경제성추구형, 안전추구형이 정적 영향을 주었다. 휴대폰과 의복의 제품별 추구가치에 대한 분석결과는 다음과 같다. 사회적 가치와 감정적 가치는 의복이 휴대폰에 비해 통계적으로 유의미하게 높았다. 기능적 가치는 휴대폰이 의복에 비해 통계적으로 유의미하게 높게 나타났다. 소비자의 가치․ 문화적 요인의 세대별 차이는 다음과 같다. 친환경추구형은 50대 이상이 20대와 30대보다 통계적으로 유의미하게 높았다. 향유형은 20대가 가장 높았고, 40대가 중간, 50대 이상은 향유형이 가장 낮게 나타났다. 자기표현형은 20대․40대가 50대보다 통계적으로 유의미하게 높게 나타났다. 휴대폰과 의복의 구조방정식 분석모형에서 나타난 차이는 다음과 같다. 휴대폰의 경우에는 혁신성이 감정적 가치에 정적인 영향을 미친 반면에, 의복은 영향을미치지 않았다. 또한 휴대폰은 사회적 가치에 혁신성과 충동성이 영향을 미치는 반면, 의복은 혁신성과 자율성이영향을 미치는 것으로 나타났다. 구매성향이 소비생활만족에 어떠한 영향을 미치는지 살펴본 결과, 휴대폰과 의복모두 혁신성이 정적인 영향을 미치는 것으로 나타났다. 자율성은 의복에서만 소비생활만족에 정적 영향을 미치는것으로 나타났다. 제품별 소비가치가 소비생활만족도에 미치는 영향을 분석한 결과, 의복은 감정적 가치와 진귀적가치가 만족도에 영향을 미친 반면, 휴대폰에서는 어떤 변수도 영향을 미치지 않은 것으로 나타났다.