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대학생들의 소비가치 유형에 따른 모바일 소비행동의 차이 연구 : 충남지역 J대학을 중심으로

원문정보

A Study on the Difference of Mobile Consumption Behavior According to Consumer Value Types of University Students : J university in Chungnam area

박정하

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초록

영어

The purpose of this study is to investigate the difference of mobile consumption behaviors according to consumption value types of university students and to distribute 250 questionnaires to college students from November 1, 2018 to November 30, 2018, SPSS Win 23.0 was used for analysis of 219 copies of data except for the fraudulent and inconsistent questionnaires (41 copies). First, frequency analysis was conducted to examine demographic characteristics, and the validity and reliability analysis of consumption value and consumption behavior were conducted. And cluster analysis was conducted on the consumption value and discriminant analysis was carried out in order to secure the validity of cluster analysis. In order to verify the hypothesis, cluster of consumption value type derived from cluster analysis is set as independent variable, and multidimensional analysis (MANOVA) is conducted to set the dimension derived from mobile consumption behavior as dependent variable and to identify significant difference Respectively. As a result, there were statistically significant differences in the factors of mobile consumption behaviors among the three clusters. As a practical implication, university students form cultural consensus and freely express their thoughts and values about politics, economy, social culture, and reference group. Consumption value formed in this university life can be useful for marketing strategy in market segmentation. In addition, the type of consumption that is formed is especially significant in that it predicts the potential demand of the future in that it continues even when it becomes a member of society.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 소비가치
2. 모바일 소비행동
Ⅲ. 연구설계
1. 연구가설
2. 측정변수의 설문지 구성 및 조작적 정의
3. 자료수집 및 분석방법
Ⅳ. 실증분석
1. 응답자의 일반적 특성
2. 측정도구의 신뢰도와 타당성 검증
3. 연구가설 검증
Ⅴ. 결론
참고문헌

저자정보

  • 박정하 Jungha Park. 중부대학교 호텔경영학과 교수

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자료제공 : 네이버학술정보

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