중학생의 심리적 변인이 인터넷 쇼핑 구매 능력에 미치는 영향

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.