경험소비와 물질소비에서 나타나는 소비자행복 수준 비교 연구: 한·중 대학생 중심으로 = A Comparative Study on Consumer Happiness Level in Experienced Consumption and Substance Consumption: Focused on Korean and Chinese Students

다국어 초록 (Multilingual Abstract)

What is the ultimate goal of people's lives? Happiness is a concept that is positively proposed to the question in various fields. Recently, studies on consumer happiness have been actively carried out, but there are relatively few studies comparing and analyzing countries. In this study, first of all, we examined whether there is any difference in the level of happiness between Korean and Chinese college students in material and experience consumption. As a result, there was a significant difference in happiness level between Korean and Chinese college students in material and experience consumption. Second, an empirical analysis was conducted to investigate the effect of self-determination on the happiness of Korean and Chinese college students in material and experience consumption. As a result, it was found that autonomy and relatedness affects happiness in Korean college students in material consumption, and on the other hand, autonomy, competence, and relatedness among Chinese college students affects happiness. Also, in the experience consumption, the relatedness affects happiness among Korean college students, and the competence affects happiness among Chinese college students. Finally, empirical analysis was conducted to investigate the effect of social bonding on the happiness of Korean and Chinese college students in material and experience consumption. As a result, both Korean and Chinese college students appeared consuming alone affects the happiness in the consumption of materials, but consuming together has even much higher effect. Also, in Korean college students’ case, consuming together affects happiness the most in experience consumption, and on the other hand, both consuming alone and together do affect the happiness among Chinese college students, but consuming together showed significantly higher effect.

국문 초록 (Abstract)

사람들의 궁극적인 삶의 목표는 무엇인가? 다양한 분야에서 이러한 질문에 적극적으로 제안되는 개념은 바로 ‘행복(happiness)'이다. 최근 소비자행복에 관한 연구가 활발히 진행되고 있지만, 나라별 비교분석을 하는 연구는 상대적으로 부족한 실정이다. 따라서 본 연구에서는 첫째, 물질소비와 경험소비에서 한국과 중국 대학생들이 느끼는 행복 수준 차이가 있는지 살펴보았다. 그 결과, 물질소비와 경험소비에서 한국과 중국 대학생들의 행복 수준에는 유의한 차이가 존재하며, 물질소비와 경험소비 모두 한국 대학생들의 행복 수준이 더 높게 나타났다. 둘째, 자기결정이론이 물질소비와 경험소비에서 행복에 미치는 영향을 알아보고자 실증분석을 시행하였다. 그 결과, 물질소비에서 한국 대학생의 경우 자율성과 관계성이 행복에 영향을 미치는 것으로 나타났으며, 중국 대학생의 경우 자율성, 유능감, 관계성 모두 행복에 영향을 미치는 것으로 나타났다. 또한, 경험소비에서 한국 대학생의 경우 관계성이 행복에 영향을 미치는 것으로 나타났으며, 중국 대학생의 경우 유능감이 행복에 영향을 미치는 것으로 나타났다. 마지막으로, 사회적 유대관계가 물질소비와 경험소비에서 행복에 미치는 영향을 알아보고자 실증분석을 시행하였다. 그 결과, 물질소비에서 한국과 중국 대학생 모두 함께하는 소비와 혼자 하는 소비가 행복에 영향을 미치는 것으로 나타났지만 그중 함께하는 소비가 훨씬 높은 영향을 미치는 것으로 나타났다. 또한, 경험소비에서 한국 대학생의 경우 함께하는 소비가 행복에 영향을 미치는 것으로 나타났으며, 중국 대학생의 경우 함께하는 소비와 혼자 하는 소비 모두 행복에 영향을 미치는 것으로 나타났지만 함께하는 소비의 영향이 훨씬 높게 나타났다는 결과가 도출되었다.

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