소비자주의, 소비자율성이 박탈감과 소비자무력감 그리고 소비자의 비윤리적 행동에 미치는 영향에 대한 구조분석

This study investigated the differences in consumerism, consumer's autonomy, deprivation from market and family economics, powerless feeling, and consumer's unethical behavior by consumer's socio-demographic characteristics. In addition, it is examined the effects of consumerism, consumer's autonomy, and deprivation from market and family economics on the level of powerless feeling of consumers as mediating variable, and consumer's unethical behavior by the Structural Equation Analysis. Major results of this study summarized below. First, it is more likely to have high consumerism and deprivation from market when consumers were married, and ages over 40's. unemployed and having non-professional occupation were more likely to have high consumerism and consumers educated high school showed the high level of deprivation from market. On the other hand, consumers with married, unemployed, high school educated, and older age were more likely to have high level of powerless feeling and consumer's unethical behavior. Second, as results of Structural Equation Analysis, consumer's consumerism increases the level of deprivation from market negatively, but consumer's autonomy decreases the level of deprivation from family economics. Third, consumer's deprivation from market not effects on consumer's powerless feeling, but consumer's deprivation from family economics effects on powerless feeling regarding consumer's reaction toward consumer problem, decision-making behavior, and consumers' consumption culture. It implies that consumer's deprivation from financial status results in consumer's powerless feeling. Finally, two type of powerless feeling, that is, consumer's reaction toward consumer problem and market among 4 types of powerless feelings influenced positively on the level of consumer's unethical behavior. This implies that consumer's unethical behavior were influenced by powerless relating consumer's reaction toward consumer problem and market, but not directly by powerless relating consumers' itself, for example, consumer's decision-making and consumption culture.