중국 소비자의 명품 소비성향 유형별 명품구매 관련 특성 분석

홍은실 한국소비자정책교육학회 2024 소비자정책교육연구 Vol.20 No.2

이 연구는 중국 소비자를 대상으로 하여 명품 소비성향에 초점을 두어 구조를 파악한 후 소비성향에 따라 조사 대상자를 유형화하였다. 추출된 명품 소비성향 유형에 따라 명품구매 관련 특성을 분석하였다. 명품구매 경험이 있는 성인을 대상으로 2021년 중국 쓰촨성과 충칭직할시 거주자를 중심으로 온라인 설문조사를 하였다. 총 405부 의 자료를 사용하여 Ward의 계보적 군집분석, 분산분석과 사후검정, 카이제곱 분석을 하였다. 주요 연구 결과를 요약하면 다음과 같다. 첫째, 중국 소비자의 명품 소비성향은 높지 않은 수준으로 자기만족성향이 상대적으로 가장 높고, 동조성향이 가장 낮았다. 둘째, 명품 소비성향에 따라 중국 소비자는 4유형으로 분류되었다. ‘소비성향 상 집단’은 연령이 상 대적으로 높고 직업이 있으며, 반대로 ‘소비성향 하 집단’은 연령이 낮아 학생이거나 무직일 확률이 높았다. 학력 은 소비성향이 매우 높거나 혹은 매우 낮은 경우 상대적으로 낮았다. 셋째, 모든 소비성향이 가장 높은 ‘소비성향 상 집단’은 17.3%였으며, 이들은 9가지 명품 속성에 대한 가치평가를 모두 가장 높게 하였다. 이들은 특히 해외 여 행할 때나 특별한 날, 예상치 못한 공돈이 생겼을 때 명품구매를 아주 많이 하며, 친구나 동료와 함께 구매하는 비율이 높으며, 구매 품목으로 의류․신발․가방, 디지털제품이며, 구매이유로 몹시 다양한 이유를 꼽았다. 명품 구매 정보를 잡지에서 얻는 비율이 매우 높고, 명품 재구매 의향 또한 매우 높았다. 넷째, 조사대상자의 25.9%가 속한 ‘소비성향 중상 집단’은 소비성향 점수가 비교적 높은 유형이며, 명품의 속성에 대한 가치평가에서 심미성과 품질성, 정교성, 한정성, 희소성에 대한 평가를 높게 하였고, 비실용성과 맞춤성에 대해서는 낮은 평가를 하였다. 명품구매 이유로 ‘자기만족’의 비율이 상대적으로 높고, 정보를 주변 지인에게서 얻는 경향이 있고, 재구매 의향 도 높은 편이다. 다섯째, 조사대상자의 28.4%를 차지하는 ‘소비성향 중하 집단’은 자기만족성향을 제외하면 소비 성향이 낮으며 특히 동조성향이 크게 낮다. 이들은 명품의 심미성과 품질성, 정교성, 한정성에 대한 평가는 높게 하였으나 고가성과 비실용성, 맞춤성에 대해서는 낮은 평가를 했다. 품위있는 생활을 위해서 명품을 구매하며, 정보를 주변 지인에게서 얻는 비율이 높고, 재구매 의향도 높은 편이었다. 여섯째, 소비성향이 모두 가장 낮은 집단인 ‘소비성향 하 집단’은 조사대상자의 28.4%를 차지하며, 중국 소비자가 명품의 속성으로 높게 평가한 심미 성과 품질성, 정교성만을 높게 평가하였고 나머지 속성에 대해서는 낮은 평가를 하였다. 이들은 명품구매 품목이 나 구매이유가 일반적이지 않았고, 재구매 의향이 낮았다. This study targeted Chinese consumers with experience in purchasing luxury goods, identified the structure of consumption propensity by focusing on luxury consumption propensity, and then categorized the subjects according to consumption propensity. The characteristics related to the purchase of luxury goods were analyzed according to the extracted type of luxury consumption propensity. An online survey was conducted in January 2021, focusing on residents of Sichuan and Chongqing cities in China, for adults with experience in purchasing luxury goods within the last 3 years. Using a total of 405 copies of data, Ward's hierarchical cluster analysis, variance analysis and post-test, and chi-square analysis were conducted. The main findings are summarized as follows. First, Chinese consumers' propensity to consume luxury goods is not high, and self-satisfaction is relatively the highest and conformity is the lowest. Second, Chinese consumers were classified into four types according to their propensity to consume luxury goods. The 'very high consumption propensity group' had a relatively high age and a job, and conversely, the 'very low consumption propensity group' had a low age and was more likely to be a student or an unemployed person. Education was relatively low when the consumption tendency was very high or very low. Third, the 'very high consumption propensity group' with the highest consumption propensity was 17.3%, and they had the highest valuation of all nine luxury attributes. They purchase a lot of luxury goods, especially when traveling abroad, on special days, or when unexpected money arises, and they purchase a lot of luxury goods with friends and colleagues, and they cited a wide variety of reasons for purchasing them, including clothes, shoes, bags, and digital products. The percentage of people getting luxury purchase information from magazines was very high, and the willingness to repurchase luxury goods was also very high. Fourth, the 'high consumption propensity group', which includes 25.9% of the survey subjects, is a type with a relatively high consumption propensity score, and the evaluation of aesthetics, quality, sophistication, limitation, and scarcity was high in evaluating the attributes of luxury goods, and the evaluation of ineffectiveness and customization was low. For the reason of purchasing luxury goods, the ratio of ‘self-satisfaction’ is relatively high, there is a tendency to obtain information from acquaintances around them, and the willingness to repurchase is also high. Fifth, the ‘high self-satisfaction group’, which accounts for 28.4% of the survey subjects, has a low consumption tendency except for self-satisfaction, and in particular, has a very low conformity. They evaluated the aesthetics, quality, sophistication, and limitation of luxury goods high, but gave a low evaluation of high price, ineffectiveness, and customization. They purchased luxury goods for a dignified life, had a high percentage of obtaining information from acquaintances around them, and had a high willingness to repurchase. Sixth, the 'very low consumption propensity group', which is the group with the lowest consumption propensity, accounted for 28.4% of the survey subjects, and only the aesthetics, quality, and sophistication, which were highly evaluated by Chinese consumers as attributes of luxury goods, were highly evaluated, and the rest of the attributes were evaluated low. They did not have general items or reasons for purchasing luxury goods, and had a low intention to repurchase.

가구주의 고용형태별 평균소비성향에 미치는 영향 분석

정주연(Jeong Juyeon),김재호(Kim Jaeho) 한국노동연구원 2020 노동정책연구 Vol.20 No.4

본 연구는 국내 소비부진과 평균소비성향의 하락 원인을 한국노동패널 7~21차 자료를 이용하여 가구주의 고용형태별로 미치는 영향을 분석하였다. 먼저 평균소비성향의 지속적인 하락이 나타나기 시작한 2011년을 기준으로 이전 7년(2004~10년)과 최근 7년(2011~17년)으로 기간을 구분하여 소비지출을 소득변동효과와 소비성향변동효과로 분해하여 살펴보았다. 추정결과 모든 가구에서 가계의 소비부진에는 소득변동에 의한 효과보다 소비성향변동에 의한 효과가 더 크게 나타나고 있었다. 특히 비정규직 가구의 경우 이전부터 최근까지 지속된 소비성향의 하락이 가계소비에 큰 제약요인이 되고 있었다. 가구주의 고용형태별 평균소비성향에 미치는 영향을 추정한 결과 첫째, 가구주의 인구학적 변수들은 전체가구와 임금근로자 가구에서 평균소비성향에 미치는 영향이 상이하게 나타나고 있었다. 둘째, 가구소득 및 임금 변수는 평균소비성향에 음(-)의 값으로 큰 영향을 주고 있었으며, 자산 및 부채 변수는 전체 가구에서는 추정계수가 양(+)의 값으로 자산에 대한 부의 효과가 나타난 반면, 임금근로자의 경우 임금 변수는 평균소비성향에 음(-)의 값을, 자산 중 금융자산은 통계적으로 유의한 음(-)의 값으로 부동산자산은 통계적으로 유의성이 없는 음(-)의 값으로 나타났다. 특히 정규직에 비해 비정규직 금융자산 추정계수가 음(-)의 값이 크게 나타나면서 평균소비성향 하락에 더 크게 영향을 미치고 있었다. 셋째, 가계부채는 평균소비성향과 양(+)의 관계를 보이고 있으며 특히 임금근로자 중 비정규직이 통계적 유의성이 큰 것으로 나타나면서 소비의 부족한 부분을 부채의 차입을 통해 충당하고 있음을 알 수 있었다. 넷째, 가구주의 고용형태 더미변수는 양(+)의 값을 보이며, 임금이 증가할 경우 정규직에 비해 비정규직이 평균소비성향을 증가시킬 가능성이 더 크며 소비증가로 연결될 가능성이 더 큰 것으로 추정해 볼 수 있다. 또한 가구주의 고용형태 변수는 이전에 비해 최근에 더 평균소비성향에 영향을 주고 있는 것을 알 수 있었다. This study analyzed the effects of employment types of householders on the average propensity to consumption by using the 7th-21st data of the Korean Labor & Income Panel Study for the causes of sluggish consumption at home and the drop in the average propensity to consumption. First, dividing the period into the previous seven years(2004~2010) and the recent seven years(2011~2017) on the basis of 2011 that started showing the continuous drop in the average propensity to consumption, this study examined the consumption expenditures by dividing them into the income fluctuation effect and consumption propensity fluctuation effect. In the results of estimation, every household showed the greater effects of consumption propensity fluctuation than the effects of income fluctuation on the sluggish household consumption. Especially, in case of households with nonregular workers, the drop in the propensity to consumption continued from the past to the present was working as a huge constraint factor on the household consumption. In the result of estimating the effects of employment types of householders on the average propensity to consumption, first, the demographic variables of householders showed the different effects on the average propensity to consumption in the whole households and the households with wage workers. Second, the household income & wage variable had huge negative(-) effects on the average propensity to consumption. The asset & debt variable showed the negative(-) effects on the asset as the estimated coefficient was the positive(+) value in the whole households while the households with wage workers showed such different estimated results depending on the period of analysis. Especially, the financial asset estimated coefficient of nonregular workers showed the greater negative(-) value than the regular workers, which had greater effects on the drop in the average propensity to consumption. Third, the household debt showed the positive(+) relation with the average propensity to consumption. Especially, the nonregular workers of wage workers showed the great statistical significance, which showed that the insufficient part of consumption was covered by borrowing a debt. Fourth, The dummy variable of employment types of householders showed the positive(+) value. In case when the wage increased, compared to the regular workers, the nonregular workers was more highly possible to increase the average propensity to consumption, and also to be connected to the increase of consumption. Also, the employment types of householders had bigger effects on the average propensity to consumption in recent years than the past.

로컬 관광객의 소비성향이 관광동기와 관광만족에 미치는 영향

홍수희,이정원 한국호텔리조트학회 2023 호텔리조트연구 Vol.22 No.6

This study aims to investigate the effect of local tourists’ consumption propensity on tourism motivation and satisfaction. This study collected data from tourists who had visited tourist attractions in Gyeonggi-do and conducted a survey on 208 people. The survey period was conducted for approximately 3 weeks from early July 2022, and analysis of the collected data was conducted using SPSS. The results of this study are as follows. First, tourists' consumption propensity was derived from economic consumption propensity, hedonic consumption propensity, fashion-seeking consumption propensity, conspicuous consumption propensity, planned consumption propensity, and other-conscious consumption propensity. Second, tourists' consumption propensity was found to have a significant effect on tourism motivation. Tourists' consumption propensity was found to have a significant effect on intellectual motivation and social motivation among tourism motivation factors. Third, tourists' consumption propensity was found to have a significant effect on tourism satisfaction. Fourth, tourists' tourism motivation was found to have a significant effect on tourism satisfaction.

감성적 소비성향과 패션소재의 감성요소에 대한 선호도 연구

김여원,최종명 한국감성과학회 2016 감성과학 Vol.19 No.3

The purposes of this study were to investigate the emotional consumption propensity and the preferences for sensibility factors of fabrics(color tone, pattern and texture image), and to analyse the differences according to demographic variables and relationships between emotional consumption propensity and preferences for sensibility factors of fabrics, focusing on male and female consumers in 20's, 30's and 40's. The emotional consumption propensity were classified into symbolic consumption propensity, individual consumption propensity, aesthetic consumption propensity and hedonic consumption propensity. The subjects attached great importance in the order of aesthetic consumption propensity, individual consumption propensity and symbolic consumption propensity. Those factors of emotional consumption propensity showed partially significant difference according to demographic variables. Female consumers preferred various color tones than men did, and preference for light color tone showed significant differences according to gender and occupation of consumers. The preferences for floral pattern showed significant difference according to gender, age, education, occupation and marital status of consumers. The factors of the texture images for the fabrics showed partially significant difference according to demographic variables except education of consumers. There were almost significant relationships between emotional consumption propensity and the preferences for sensibility factors for fabrics.

베이비 부머와 밀레니어 세대 간의 문화차이에 따른 소비성향과 구매결정요인의 비교 연구 : 프랜차이즈 고객에 대한 적용

노현식,이성호,김성훈 한국프랜차이즈경영학회 2020 프랜차이즈경영연구 Vol.11 No.1

Purpose: The baby boomers and the millennials, who make up the largest share of the market, are showing the gap in their differentiated cultural styles. The purpose of this study is to study the consumption propensity and purchasing determinants of the baby boomers generation and the millennials generation, which have become a very important key pillar in shaping the market based on the cultural dimension model theory of h(=>H)opstead, and to identify the difference Research design, data, and methodology: In order to verify the research hypotheses, The data was collected from the baby boomers and the millennials using online questionnaires. The pre-test was conducted from October 10 to 12, 2019, and the main survey was conducted from October 15 to 25. A total of 230 copies were recalled, and the final 219 copies were used for the final analysis. Results: The consumption propensity between the baby boomers and the millennials differed in resource saving purchase propensity and impulse buying propensity. The baby boomers showed higher resource saving purchase propensity than the millennials, while the millennials showed higher impulse buying propensity. There was a difference in the determinants to purchasing only in the evaluation factor. Results of gender differences by generation, baby boomers differed in their planned purchase propensity, and women were higher. The millennials generation differed in resource saving purchase propensity and awareness propensity for others, all higher in men. In determinants to purchasing, the baby boomers did not differ in gender, and the millennials did differ in product factors. A canonical correlations analysis of the relationship between the baby boomers and the millennials showed a significant relationship between consumption propensity and determinants to purchasing. Also, the baby boomer generation has the biggest link between impulse buying propensity and evaluation factor. The millennials generation showed the biggest link between resource saving purchase and product factors. Conclusions: This study compared consumption propensity and determinants to purchasing of baby boomers and millennials on the basis of Hopstead's cultural dimension model theory to identify differences between generations, presenting practical and theoretical implications for establishing a correct understanding and specific marketing strategy among generation.

디저트카페 소비자의 감성적 소비가치, 소비감정, 소비성향, 소비행복의 구조적분석

채동진 한국외식산업학회 2023 한국외식산업학회지 Vol.19 No.6

This study verified the influence of aesthetics, symbolism, and hedonistic on consumption Sentiment, consumption propensity, and consumption happiness as sub-dimensions of emotional consumption value of dessert cafe consumers. Data collection was conducted for consumers who used dessert cafes from February 10 to February 28, 2023. A total of 300 copies of the questionnaire were distributed, and among them, 256 copies of which statistical analysis was possible were used for confirmatory factor analysis and reliability verification using SPSS 23.0 and AMOS 23.0, and covariance analysis was conducted to verify the proposed research hypothesis. The implications of the study results are presented as follows. First, aesthetics and symbolism were found to have a significant effect on consumption Sentiment. However, it was found that hedonistic did not have a significant effect on consumption Sentiment. Second, aesthetics, symbolism, and hedonistic were analyzed to have no significant effect on consumption propensity. Third, aesthetics and hedonistic were found to have a significant effect on consumption happiness. However, it was found that symbolism did not have a significant effect on consumption happiness. Fourth, consumption Sentiment was analyzed to have a significant effect on consumption propensity, and consumption Sentiment was found to have a significant effect on consumption happiness. Fifth, consumption propensity was analyzed to have no significant effect on consumption happiness. Therefore, based on the results of this analysis, useful implications for dessert cafes were presented.

소비성향, 모바일 간편 결제서비스 선택속성과 행동의도에 관한 실증적 연구: 중국 소비자 중심으로

LIULU 국제e-비즈니스학회 2019 e-비즈니스 연구 Vol.20 No.2

This study aims to analyze the influence of consumption propensity of consumers using mobile payment services on the selection attributes of mobile payment services. Here the consumption propensity of the mobile payment services consumers are classified into planned consumption propensity, impulsive consumption propensity, propensity for conspicuous consumption propensity, other people conscious consumption propensity. The purpose of this study is to analyze the influence of the selective attribute of mobile payment services on the behavior intention, after analyzing the consumption tendency and determining which factors would influence the selection attribute of the mobile payment services.The results of analyzing the data using the Structural Equation Model (SEM) show that the positive effects of the proposed four variables of the consumption propensity on the selective attribute of the mobile payment services. Based on the results of these studies, we provide practical implications for the basic implications of consumption propensity of consumers using mobile payment services to consume by using the mobile payment services and how to activate the mobile payment industry. 오늘날 모바일 간편 결제는 스마트 폰, 아이패드와 같은 모바일 장치를 통해 비즈니스 및 금융기관에서지불 서비스를 제공하는 데 가장 자주 사용되는 방법 중 하나가 되고 있다. 이러한 배경 바탕으로 본 연구는모바일 간편 결제서비스 이용하는 소비자의 소비성향에 대한 구성요인이 모바일 간편 결제 서비스의 선택속성에 미치는 영향을 분석하고자 한다. 여기에서 소비성향은 계획적, 충동적, 과시적 그리고 타인의식적으로구분하여 모바일 간편 결제 서비스의 선택속성을 실증 분석하고자 한다. 소비성향을 분석하여 어떤 요인이모바일 간편 결제 서비스의 선택속성에 유의한 영향을 미치는 지를 파악하고 난 후, 모바일 간편 결제 서비스의 선택속성이 행동의도에 미치는 영향을 분석하고자 한다. 본 연구의 실증적 결과는 소비성향에서 제안하는 네 변수인 계획적, 충동적, 과시적 그리고 타인의식적소비성향이 모바일 간편 결제 서비스의 선택속성에 미치는 영향에서 긍정적인 영향을 미친 것으로 검증하였으며, 모바일 간편 결제 서비스의 선택속성은 행동의도에 긍정적인 영향을 미친 것으로 나타났다. 이러한연구의 검증결과를 토대로 모바일 간편 결제 서비스를 이용하는 소비자의 소비성향의 학문적 발전을 도모하는 차원의 이론적 시사점과 모바일 간편 결제 산업의 활성화 방안 등의 기초자료로 활용될 수 있는 차원의실무적 시사점을 제공하였다.

소비자 혁신성이 패션소비성향과 의복 만족도에 미치는 영향 -20-30대 여성 스마트폰 사용자를 중심으로-

제은숙 ( Eun Suk Je ) 한국의류산업학회 2012 한국의류산업학회지 Vol.14 No.4

This study explored an impact of consumer innovativeness on fashion consumption propensity and clothing satisfaction, focusing on female consumers in 20`s and 30`s. Specifically, the smart phone users had been the subjects of study because they accept new things earlier than others. The collection of data was carried out for one month in September 2011, and a total of 390 copies were used for final analysis. A statistical package SPSS 16.0 was used for analysis of data. First, the impact of innovativeness on fashion consumption propensity was explored. It was found that the innovativeness has impact on ostentation-seeking propensity and personality-seeking propensity. The impact of innovativeness on the clothing satisfaction was explored. It was found that the innovativeness has negative impacts on tangible value satisfaction and intangible value satisfaction. Second, it was found that if an innovative consumer has less ostentation-seeking propensity and less personality-seeking propensity, the innovative consumer gets more satisfaction from tangible value of clothes. On the other hand, if an innovative consumer has less ostentation-seeking propensity, the innovative consumer gets more satisfaction from intangible value of clothes. Third, the differences in consumer innovativeness, fashion consumption propensity and satisfaction dependent on the age of consumers were explored. In innovativeness and fashion consumption propensity, fashion-seeking propensity and personality-seeking propensity had significant differences between different age groups, In satisfaction, tangible value satisfaction had significant difference between different age groups, However, there was no significant differences between different age groups in ostentation-seeking propensity, economy-seeking propensity and intangible value satisfaction.

실버세대의 소비성향과 외식소비행동에 관한 연구

최미숙(Mi Sook Choi),길기연(Ki Yon Ki),나영아(Young Ah Rha) 한국관광연구학회 2013 관광연구저널 Vol.27 No.3

The study was intended to survey how seniors` eating -out consumption propensities, consumption values and restaurant selection properties are related to each other to propose basic data that would maximize management results of restaurants. The survey was conducted targeting seniors over the age of 55 living in Seoul and Gyeonggi -do and based on the results of the previous researches and has designed relevant factors and hypotheses as well, conducting a survey. The results of the study are summarized as follows. First, according to the test to verify the hypotheses, among the seniors` eating -out consumption value consumption types, ``functional value`` and ``social value`` would have a positive influence on the safety -focused consumption propensity. ``Functional value`` and ``situational value`` appeared to positively affect the convenience -focused consumption propensity. In addition, ``functional value``, ``emotional value`` and ``situational value`` were observed positively related to the economical benefits -focused consumption propensity while ``social value``, ``rarity value`` and ``situational value`` would have a positive connection to the dignity -focused consumption propensity. Second, eating -out consumption value types and restaurant selection properties were analyzed. The results reported that ``functional value`` and ``emotional value`` would affect the physical environment while all those functions as ``functional value``, ``social value``, ``emotional value``, ``rarity value`` and ``situational value`` would be positively related to quality. Moreover, it was learned that ``social value``, ``emotional value`` and ``rarity value`` should have a positive influence on aesthetic property while ``social value`` and ``situational value`` would have a positive connection to the extrinsic value. The results of the study as the above signify that what the senior eating -out consumers would value more could influence the consumption propensities and restaurant valuation basis. Positive effects are expected to the eating -out consumption behavior when consumption propensities of main targets are understood. The study intended to focus only on the seniors in their fifties and sixties. Hence, for the following studies, they, as a complementary research, should be talking about other seniors in other areas in Korea who have visited restaurants by themselves.

1970년대 정부의 반(反)소비 정책과 소비자 행동에 대한 연구

이종현 ( Yi Jong-hyun ) 역사문제연구소 2012 역사문제연구 Vol.16 No.2

The Korean government repressed consumption through various ways to invest capital to manufacturing sector in the 1970s. Firstly, it used various kinds of economic policies like taxation and financial system. It has enforced the value-added tax and the special excise tax system in 1977. The latter has been levied on a lot of luxuries to mitigate regressive character of the former. Psychological pressure or uncertainty from the new consumption tax greatly influenced the consumption environment. An example of conflict was the collective closing down of about seven hundred shops as form of resistance to the tax system in Pyounghwa Market in October 1977, which was one of the biggest traditional markets in Korea. The consumer price index (CPI) also rose gradually after the imposition of the value added tax. While the CPI increased at moderate rate in the third quarter of 1977 when the tax was introduced due to close regulation of the government, it increased rapidly after that. Secondly, the government hardly permitted loans to households and strongly induced long term savings with the incentive of higher interest rates. In fact, most households only had savings but had no right to get a loan at all in the 1970s. Therefore, finance for consumption was unthinkable in the 1970s. Thirdly, the Korean government imposed, sometimes, even specific measure to repress consumption. One of the representative ones was the prohibition of the gift-voucher which was enforced in December 1975. It had an especially severe impact on department stores because about 35 per cent of their sales was generated through gift-voucher. The Korean government used various social policies to repress consumption as well. The Saemaul movement was one of the most representative campaigns to regulate the social atmosphere in the 1970s. While in the very beginning it was a campaign to develop rural districts, gradually it changed into a campaign for spiritual reform as it expanded to various types of organisations in Korean society, such as companies and urban districts. The establishment of the `Day of Savings` was also deeply related to the social policy which encouraged frugality and savings. The Day of Savings was established in 1964 by presidential decree with the goal of inculcating the importance of saving upon the Korean people and then was commemorated by the government since 1973. The Day of the Savings was also the day when a national hero or heroine was announced as a `King/Queen of Savings of the Year`. Whenever it was announced, newspapers usually carried a special interview with the national hero or heroine. Most of the narratives were preter-human. The Korean government paid particular attention to education of children in school about frugality because this could then be expanded to social education through their family. Education supervisory institutes informed each school of the educational goals of diligence and frugality, and most primary and secondary schools had no alternative but to follow the direction of these institutes, which had the power to appoint and dismiss their staffs. In addition to such varied policies for repression of consumption, the government imposed serious penalties against over-consumption and the consumption of luxury goods, as a means of strengthening its policy. The Korean government often carried out tax investigations on companies or people, and the results were announced in newspapers and broadcast systems during the 1970s and 1980s. In this social atmosphere, Korean consumption behavior was limited by social pressure at both the conscious and unconscious level. The Korean government went further and repressed the retail industry to control consumption. One of the most important characteristics of the retail policies of the 1970s was that it focused mainly on price stability, instead of supporting development of the industry. The retail industry was completely excluded from support by the industrial policy with taxation and finance while manufacturing sector was boosted up by tax exemption and specially lower interest rates. Under this condition, the retail industry could not develop in accordance with economic growth in the 1970s. This implied that Korean consumers were deprived of their various opportunities for consumption with which the retail sector, as a place of consumption, could provide at that time. As result of these policies, Korean consumers were more frugal in the 1970s than in other periods in periodic comparison. In international comparison, they were much more frugal than the consumers in Latin American developing countries with the same level of income. This article is the first of its kind which mainly focuses on the relationship between developmental policy and consumption repression even though some scholars have shown interest in the regulation of the consumer goods industry as a way of support for the manufacturing sector. This may be closely related to the fact that the Korean economy is a successful example of export-led growth. Because of this, most research relating to the Korean economy in the 1970s, has focused on industrial policy to invest in manufacturing sector. Therefore, it will fill the gap in the Korean economic history. It would also become a basis of research to examine consumers in the 1980s who have become more important in terms of both social and of economic status. In general it is said that Korean consumers have been aggressive and enthusiastic since the late 1980s. Such characteristics of consumers may be related to condition of consumption in the 1970s as well as in the 1980s because all consumers are historical consumers. In other words, the characteristics of the 1980s should be examined through those of the 1970s. Consumption repression by the government entailed similar pattern of consumption regardless of income level or location. Most Korean consumers consumed similar goods in similar traditional market without discrimination. This phenomenon could have affected social dynamics, which will need further research.