지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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초록· 키워드
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The purpose of this study was to examine consumers' gossip behavior tendency with regard to collectivism and public self-consciousness. Three hundred fifty-five college students (male: 123, female; 227) in the 20s age group participated in this study. For data analysis, descriptive statistics, multiple regression, t-test, Pearson's Correlation, and Cronbach's Alpha were used to test the research questions.
As the result, first, those who had a higher score on collectivism had higher gossip behavior tendency than those who had a lower score. Second, those who had a higher public self-consciousness had higher gossip behavior tendency than those who did not. Third, female students showed more gossip behavior tendency than male students did. Finally, all three variables (collectivism, public self-consciousness, and gender)) did affect on gossip behavior tendency among college students. Out three variables, collectivism affected on gossip behavior tendency the most.
These results would provide useful information for fashion marketers to understand fashion consumers better. Based on these results, fashion marketing strategies such as WOM (word-of-mouth) marketing strategy would be provided to fashion retailers or marketers.
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등록된 정보가 없습니다.
참고문헌 (17)
참고문헌 신청
Benny, B / 1988 / Ideal age concepts: An exploration / Advances in Consumer Research 15 : 146 ~ 152
Dunbar,R.I / 2004 / Gossip in evolutionary perspective / Review of general psychology 8 : 100 ~ 110
Fenigstein, A / 1975 / Public ad private self-consciousness:Assessment and theory / Journal of Consulting and Clinical Psychology 43 : 522 ~ 527
Festinger,L / 1954 / A theory of social comparison processes / Human Relations 7 : 117 ~ 140
Foster, E / 2004 / Research on gossip:Taxonomy,methods,and future Directions / Review of General Psychology 8 (2) : 78 ~ 99
Dunbar,R.I / 2004 / Gossip in evolutionary perspective / Review of general psychology 8 : 100 ~ 110
Fenigstein, A / 1975 / Public ad private self-consciousness:Assessment and theory / Journal of Consulting and Clinical Psychology 43 : 522 ~ 527
Festinger,L / 1954 / A theory of social comparison processes / Human Relations 7 : 117 ~ 140
Foster, E / 2004 / Research on gossip:Taxonomy,methods,and future Directions / Review of General Psychology 8 (2) : 78 ~ 99
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