한국과 일본 20, 30대 소비자의 소비가치 및 소셜미디어 사용행태와 텀블러 구매 행동

The purpose of this study is to compare the consumption values and social media usage patterns of consumers in their 20s and 30s in South Korea and Japan and empirically analyze the independent effects of these variables on their behavior of purchasing additional tumblers. To this end, a survey was conducted with 300 consumers in their 20s and 30s residing in the metropolitan areas of South Korea and Japan, respectively. The main findings of this study are as follows. First, there was a significant difference in consumption values between the two groups, with South Korean consumers scoring higher than their Japanese counterparts in terms of social, utilitarian, environmental, and emotional values. Second, South Korean consumers spent more time on social media daily, while Japanese consumers uploaded more posts per week. No significant difference was found in the number of followers. In terms of social media usage motives, both groups ranked informational motives the highest, but South Korean consumers scored significantly higher than Japanese consumers in relational, hedonic, and informational motives. Lastly, it was found that social, utilitarian, and emotional values, along with the hedonic motives of social media, had a significant positive effect on tumbler purchasing behavior among South Korean consumers. For Japanese consumers, social, utilitarian, environmental, and emotional values had significant effects. Based on these results, discussions were held on the purchasing behavior of tumblers, which are both eco-friendly products and trendy MD items, as well as the eco-friendly consumption behavior of young consumers in South Korea and Japan, who are emerging as the core of the MZ generation that values both sustainability and trends.