프리틴소비자의 충동소비성향과 관련 변수

This study investigates the variables associated with the impulsive consumption patterns of preteen consumers. The subjects were in 5thor 6thgrade students who live in Ulsan. The empirical analysis was done on materialism, recognition of household economic status, recognition of family’s happiness, and consumption, on the basis of the self-regulation ability. The results were as follows. First of all, preteen consumers tend to consume impulsively from time to time, and it is shown that they have urges to buy something at times. Second, as a result of analyzing impulsive consumption according to social demographic characteristics, a high tendency of impulsive consumption was shown in groups that think their household economic status is upper middle class or higher and their family’s happiness is moderate or unhappy. Third, the variables affecting impulsive consumption patterns of preteen consumers were materialism, recognition of household economic status, recognition of family’s happiness, and self-regulation ability on consumption(unregulated). Materialism, recognition of household economic status, and self-regulation ability(unregulated) had a positive effect. Whereas recognition of family’s happiness showed a negative effect. In other words, the propensity for impulsive consumption increases when materialistic inclination and recognition of household economic status are higher, and self-regulation ability and recognition of family’s happiness are lower.