아동소비자의 상품선호와 브랜드요구

다국어 초록 (Multilingual Abstract)

This study examined children’s product preference and brand requests by analyzing their Christmas gift requests. Based on the theory of consumer socialization of children, the effects of gender, age, and socialization agents(e.g., television, parents, peers) on the product preference and brand requests were also investigated. A survey was implemented for 414 fourth and sixth graders from two elementary schools located in different areas which denote different socioeconomic status. Findings showed that child consumers requested more than 120 different gift items, with a special preference for multimedia electronics including mobile phone, game & game CD, computer, and PMP/MP3/digital camera. Gender effect was partially found but little age effect was found between 4th and 6th graders in Christmas wishes. Child consumers used store, television advertising, internet, peers, and parents as important information sources for their gift ideas. Girls used most of the sources more actively than boys, and 6th graders and children from higher socioeconomic status area used more various sources besides television advertising. However, child consumers mentioned peers to have been the greatest influence to determine gift ideas regardless which information sources they mainly used. Child consumers were aware of the importance of specifically requesting desired gifts by brand name, even though the extent was found to be less in comparison with children of other countries. Our findings revealed that 33.6% of the children asked for at least one brand name. Television advertising was found to influence children’s brand requests. 0It also appeared that boys, younger children, and children from higher socioeconomic status area requested more brands for their favorite Christmas gifts.