소비자의 구매중독성향 및 영향요인

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부록

영문초록

Addictive BUying Tendencies of Consumers

In-Sook Song
Dept. of Consumer & Child Studies
Graduate School
Seoul National University

This study starts from a perspective that addictive buying behavior is not a qualitative departure from normal consumption but an extreme case of general urge to buy. The present study examines the nature of addictive buying tendencies of the general urban female consumers in Korea and suggests consumer policy to diminish the tendencies.

Addictive buying tendencies scale was administered to a sample of 593 femeal consumers in Seoul. THe statistical methods used for data analysis are frequency, percentage, arithmetic mean, standard devication, oneway ANOVA, Scheffe-test, path analysis, Pearson's correlation, and (chi square)test.

The present study found that the level of addictive buying tendencies of Korean urban female consumers is similar to that of American, Canadian, and German consumers. As shown by previous studies in other countries, addictive buying tendencies are relate negatively with age, self-esteem and positively with advertising susceptibility, inner-emptiness, and early consumption experiences.

In partivular, the present study concludes that addictive buying is a result of consumption-oriented, materialistic values which are characteristic of capitalistic socio-economic system. Thes values are disseminated to consumers not only by marketing strategies and advertising but alos by their parents when they are young. The materialistic values promote preference for shopping. The consumers innated with the values tend to buy something for a compensatory purpose when they feel inner-emptiness, low self-esteem, stress, etc. If this compensatory buying behavior should occur frequently and repeatedly, then consumers become dependent on it an uncontrollable this urge to buy. That is addictive buying formulation process.

Discussions about negative effects of addictive buying tendencies on consumers and some strategies of diminishing them are as follows:

1. Addictive buying tendencies have negative effects on consumer in economic well-being, decision-making on purchasing and satisfaction of psychological need. Therefore addictive buying tendencies must be diminished.

2. To diminish addictive buying tendencies consumers should not use buying for a compensatory purpose. Consumers have to make a rational decision based on utilities of product and look for alternative activities to cope with stress, frucstration, depression, inner-emptiness, low self-esteem, etc.

3. Marketing theory and practice contribute to the development of strategies and structures which as a side effect make the act of buying suitable for addictive experiences, especially through enriching and enlarging shopping or buying by emotional, experiential, and symbolic values. Sellers should exercise restraint in such a marketing strategies.

4. Parents should not let their children meet their demands immediately. They should not be made to feel that their parents care for material goods more than them and give their children mental or internal rewards instead of material or external ones.

5. Based on the finding that addictive buying tendencies are related strongly with credit cards abuse, the consumers should be educated and informed about the potential danger of credit cards.

Keywords: Consumer, Addictive Buying, Compulsive Buying, Compensatory Buying, Preference for Shopping, Materialism