소비자의 연령층별 기본 의식구조의 차이 분석

다국어 초록 (Multilingual Abstract)

New generation differs very greatly from adult generation in the traditional value, the structure of consciousness and the consumption behavior. So it is very meaningful to understand the structure of consciousness and the behavioral characteristics of new generation. This study examined if there are significant differences, among the age group, in the basic structure of consciuosness related to clothes, food, and housing which are hardly changed by the individual`s habits and social tradition. For this purpose, we had interviews on 1,000 persons who aged above 16 years in Seoul area, and collected 824 data. We did factor analyses to simplify diversified individual items of clothes, food, and housing. Also we used ANOVA(Analysis of Variance) to examine how the extracted factors vary among the age group. And we did supplementary analyses using mediating variable(traditional value) to find out the reasons why the basic structure of consciousness vary among the age group. The results of study indicated that the age group has great influences on the basic structure of consciousness related to clothes, food, and housing. It means that claasifying the age into several groups is more efficient than doing it into merely two groups such as new and adult generation. And the results of supplementary analyses indicated that traditional values show great differences among the age group. Since there were very low correlation between the traditional values and the basic structure of consciousness, traditional values alone cannot explain the difference in the structure of consciousness. On the contrary, demographic variables such as education, sex and marriage were shown to affect greatly the basic structure of consciousness. Finally, we suggested the limitations in this study and suggested directions of research in the future.