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중학생의 심리적 변인이 인터넷 쇼핑 구매 능력에 미치는 영향

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Author(s)
이은주
Issued Date
2014
Abstract
ABSTRACT

The Effects of Psychological Variables on Online Shopping Competency among Middle School Students

Eun-ju Lee
Advisor : Prof. Nam-hee Yang Ph.D.
Major in Technology∙Home-economics Education
Graduate School of Education, Chosun University

This study set out to examine online shopping behaviors among consumers in middle school and the influences of sociodemographic variables, psychological variables(materialism, self-esteem), and consumption communication, which affect consumer competency(information literacy, informatization attitude) related to online shopping behaviors. The study thus aimed to provide basic data for consumer education needed to help middle schooler consumers establish the right consumption culture regarding online shopping and the desirable values regarding consumer behavior.
The research findings were summarized as follows:
The study investigated correlations among the psychological variables, consumption communication, and consumer competency of middle school students and found that materialism had positive correlations with information literacy and informatization attitude of consumer competency, that self-esteem had positive correlations with consumption communication and consumer competency, that consumption communication had positive correlations with information literacy and informatization attitude, and that there were positive correlations between informatization attitude and information literacy. The study also examined differences in the psychological variables, consumption communication, and consumer competency according to the sociodemographic characteristics of the subjects and found significant differences in all the variables except for materialism according to gender based on difference test results by the variables.
The test results of differences in the psychological variables, consumption communication, and consumer competency according to the grade show significant differences in consumption communication. There were significant differences only in materialism, a psychological variable, according to the educational background of father. There were significant differences in consumption communication and information literacy of consumer competency according to the educational background of mother. Significant differences were observed in information literacy of consumer competency according to the monthly allowance. Multiple regression analysis was conducted to figure out the effects of the psychological variables and consumption communication on consumer competency. The analysis results indicate that the influential variables for informatization attitude include materialism and self-esteem, two of the subareas of psychological variables, consumption communication, and information literacy.
In short, the psychological variables and consumption communication of middle school students seem to be important factors influencing their consumer competency in an online shopping environment. The findings raise a need for practical and concrete consumer education related to actual life by taking into consideration changes to the psychological variables of adolescents such as materialism and self-esteem rather than fragmentary consumer education so that middle school students can enhance their consumer competency in an online shopping environment on the Internet.
Alternative Title
The Effects of Psychological Variables on Online Shopping Competency among Middle School Students
Alternative Author(s)
Lee, Eun Ju
Department
교육대학원 기술.가정교육
Advisor
양남희
Awarded Date
2014-08
Table Of Contents
목 차

ABSTRACT
Ⅰ. 서론 1
제1절. 연구의 필요성 및 목적 1

Ⅱ. 이론적 배경 3
제1절. 인터넷 쇼핑 3
1. 인터넷 쇼핑의 개념 3
2. 인터넷 쇼핑의 특성 4
3. 인터넷 쇼핑 관련 선행 연구 6
제2절. 중학생의 심리적 변인과 소비의사소통(소비자사회화) 7
1. 물질주의 7
가. 물질주의 개념 및 특성 7
나. 물질주의 관련 선행 연구 8
2. 자아존중감 9
가. 자아존중감의 개념 및 특성 9
나. 자아존중감 관련 선행 연구 10
3. 소비의사소통(소비자사회화) 11
가. 소비의사소통의 개념 및 특성 11
나. 소비의사소통(소비자사회화) 관련 선행 연구 12
제3절. 소비자 능력 13
1. 소비자 능력의 정의 13
2. 소비자 능력의 구성 요인 14
가. 정보 활용 능력 14
나. 정보화 태도 15
3. 소비자 능력 관련 선행 연구 15


Ⅲ. 연구 방법 17
제1절. 연구 목적 17
제2절. 연구 대상 및 자료수집 17
제3절. 측정도구 18
1. 연구대상자의 사회인구학적 특성 문항 18
2. 심리적 변인(물질주의, 자아존중감) 문항 18
3. 소비의사소통(소비자사회화) 문항 19
4. 인터넷 쇼핑행동 문항 19
5. 소비자 능력 문항 19
6. 측정 도구의 신뢰도 분석 21
7. 심리적 변인(물질주의, 자아존중감), 소비의사소통, 소비자 능력 변인의 요인분석 21
제4절. 자료 분석 방법 23

Ⅳ. 연구결과 및 해석 24
제1절. 연구대상자의 사회인구학적 특성 24
제2절. 연구대상자의 인터넷 쇼핑 구매 행동 26
1. 인터넷 쇼핑이용 실태 26
가. 인터넷 쇼핑 품목별 구매 횟수 26
나. 인터넷 쇼핑 구매 품목에 대한 만족도 28
다. 인터넷 쇼핑 물품 구매 횟수 29
라. 주로 이용하는 인터넷 쇼핑 사이트 30
마. 최근 인터넷 쇼핑에서의 이용 현황 30
제3절. 중학생의 심리적 변인, 소비의사소통과 소비자 능력간의 상관관계 32
제4절. 사회인구학적 특성에 따른 심리적 변인, 소비의사소통, 소비자 능력 33
제5절. 중학생의 심리적 변인, 소비의사소통이 소비자 능력에 미치는 영향 40

Ⅴ. 결론 및 제언 42
제1절. 결론 42
제2절. 제언 46

참고문헌 48
부록(설문지) 52
Degree
Master
Publisher
조선대학교 대학원
Citation
이은주. (2014). 중학생의 심리적 변인이 인터넷 쇼핑 구매 능력에 미치는 영향.
Type
Dissertation
URI
https://oak.chosun.ac.kr/handle/2020.oak/15805
http://chosun.dcollection.net/common/orgView/200000276364
Appears in Collections:
Education > 3. Theses(Master)
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