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- 한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제27권 제1호
- 발행연도
- 2017.1
- 수록면
- 31 - 45 (15page)
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in order to measure the eff ect of two important variables for consumption. The fi rst one is the eff ect of the independent/ interdependent self-construal factors in addition to self-concept clarity. The second one is the intersection eff ect of these self-related concepts with materialism on socially motivated consumption. These hypotheses are tested using multiple regression analysis. Analyses are made based on a data sample of 230. It has been found that all of the expected relations, except the direct relation between selfconcept clarity and attitude towards diamond wedding ring, besides the moderating role of materialism between the interdependent selfconstrual and self-concept clarity and attitude towards diamond wedding ring, are signifi cant. However, it is seen that the sign of the relation between interdependent self-construal and attitude towards wedding ring was negative. The present paper argues that these contradictory results may be due to cultural factors.
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참고문헌 (57)
참고문헌 신청
Escalas, J. E. / 2005 / Self‐construal, reference groups, and brand meaning / Journal of Consumer Research 32:378~389
Gudykunst, W. B. / 2003 / Assessing the validity of self-construal scales / Human Communication Research 29:253~274
Hamilakis, Y. / 2012 / Parallel lives:Ancient island societies in crete and cyprus / The British School at Athens :187~207
He, Y. / 2012 / Consumption in the public eye : The influence of social presence on service experience / Journal of Business Research 65:302~310
Jenkins, R. / 2000 / Categorization : Identity, social process and epistemology / Current Sociology 48:7~25
Gudykunst, W. B. / 2003 / Assessing the validity of self-construal scales / Human Communication Research 29:253~274
Hamilakis, Y. / 2012 / Parallel lives:Ancient island societies in crete and cyprus / The British School at Athens :187~207
He, Y. / 2012 / Consumption in the public eye : The influence of social presence on service experience / Journal of Business Research 65:302~310
Jenkins, R. / 2000 / Categorization : Identity, social process and epistemology / Current Sociology 48:7~25
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