대학생의 작은 사치 동기가 만족에 미치는 영향에 관한 연구 : 성별의 조절효과를 중심으로

Abstract

The objective of this study is to investigate the relationship between the self-gift motivation(self-comfort, self-reward, show-off) and the rationalization(emotional comfort-oriented), as well as to examine the relationship between the rationalization (emotional comfort-oriented) and post-purchase behavior(satisfaction). Structural equation modeling(SEM) of AMOS 18.0 was used to test the hypotheses. A survey of university students in Korea. Our finding are: 1) Self-comfort have a positive effect on emotional comfort-oriented. 2) Self-reward have a positive effect on emotional comfort-oriented. 3) Show-off have a positive effect on emotional comfort-oriented. 4) Emotional comfort-oriented have a positive effect on satisfaction. 5) The relationship between show-off and emotional comfort-oriented is moderated by gender. Form the results of the study, in order to improve the emotional comfort-oriented, the self-gift motivation should be strengthened. And in order to improve the satisfaction, emotional comfort-oriented should be strengthened.