한ㆍ미 대학생의 소비자 부정행위에 대한 태도 차이 비교


Comparison between Korean and US College Students' Attitudes toward Consumer Misbehavior

이미영, Kim K. P. Johnson

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This paper compares Korean and US college students' attitudes toward apparel consumers' misbehavior (shoplifting and immoral return), and the effects of ethical ideology on their attitude toward consumer misbehavior. Using the Oaxaca model, we sepeate the attitude diference two part: one is attitude difference caused by ethical ideology and the other is caused by other factors. 227 Korean and 193 US college students enrolled at a large university located in a metropolitan area participated in the study. Major findings were: 1) ethical ideology(idealism and relativism) significantly affected US college students' attitude toward shoplifting and immoral return behaviors; 2) idealism was negatively related to the college students' attitude toward consumer misbehavior, while relativism was positively related to it; 3) decomposition shows that there is not much difference on the attitude toward shoplifting between Korean and US students, but most of those differences were explained by students' difference on the relativism.


 I. 서 론
 II. 선행 연구 검토
  1. 소비자 상점절도
  2. 소비자 반품
  3. 윤리의식을 이용한 선행 연구
 III. 연구방법
  1. 연구문제
  2. 연구 방법
   1) 연구 대상
   2) 측정 도구
   3) 연구대상의 특성
  3. 연구 모형
 IV. 결 과
  1. 윤리의식과 소비자 부정행위의 양국 차이
  2. 소비자 부정행위에 미치는 영향
  3. 소비자 부정행위에 대한 태도 차이: 요인분해 결과
 V. 결 론


  • 이미영 MiYoung Lee. 인하대학교 의류디자인전공 부교수(Associate Professor, Dept. of Fashion Design & Textiles, Inha University)
  • Kim K. P. Johnson Professor, Dept. of Design, Housing, & Apparel, University of Minnesota


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