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소비자불평행동에 관한 연구

Title
소비자불평행동에 관한 연구
Other Titles
(A) STUDY ON THE CONSUMER COMPLAINING BEHAVIOR : With Emphasis on the Attribution of Dissatisfaction
Authors
박진영
Issue Date
1988
Department/Major
대학원 가정관리학과
Keywords
소비자불평행동불만족소비자고발
Publisher
이화여자대학교 대학원
Degree
Master
Advisors
문숙재
Abstract
본 연구는 인구통계학적 특성과 불만족의 귀인에 따른 불평행동의 차이를 살펴보고 또한 제 변수들의 상대적인 기여도를 파악함으로써 앞으로의 소비자불평행동연구를 위한 기초자료를 제공하는데 그 목적이 있다. 본 연구에서 제기된 연구문제는 다음과 같다. 첫째, 인구통계학적 변수에 따라 불평행동에는 차이가 있는가? 둘째, 인구통계학적 변수에 따라 불만족의 원인귀인유형과 책임귀인유형에는 차이가 있는가? 셋째, 불만족의 원인귀인유형과 책임귀인유형에 따라 불평행동에는 차이가 있는가? 넷째, 불평행동에 영향을 미치는 변수들의 상대적 기여도는 어떠한가? 이상의 연구문제를 규명하기 위하여 서울시에 거주하고 있는 주부소비자로서 5년이내에 냉장고를 구매·사용한 경험이 있는 600명을 대상으로 설문자사를 하였다. 수집된 437부의 설문지는 빈도분석, 백분율, 분산분석(ANOVA), DMR 검증, x^(2)-test, Pearson의 적률상관계수, 다중회귀분석(Multiple Regression Analysis) 등의 통계방법으로 분석되었다. 연구문제의 분석결과는 다음과 같다. 첫째, 소비자들은 냉장고 구해 후 불만족의 원인과 책임을 제조업자, 소비자 본인, 광고업자, 판매업자, 주위사람들의 순을 많이 두었으며 냉장고 속성별 불만족에 있어서는 가격 및 내구성에 대해 높은 불만족을 나타냈다. 둘째, 불만족 소비자 중 아무런 행동도 취하지 않은 소비자는 30.9%, 불평행동을 취한 소비자는 69.1%를 차지하였다. 불평행동으로는 주위사람에게 경고가 가장 많았으며 공적불평행동보다 사적불평행동을 더 많이 하는 것으로 나타났다. 셋째, 인구통계학적 특성에 따른 불평행동의 차이는 주부의 연령 인지된 소비자교육정도, 남편의 직업, 주부의 직업유무에 따라 유의하게 나타났다. 넷째, 인구통계학적 특성에 따른 불만족의 귀인유형은 남편의 직업, 주부의 직업유무, 가정소득에 따라 유의하게 나타났다. 다섯째, 불만족의 원인귀인유형과 책임귀인유형에 따라 불평행동에는 유의한 차이가 있었다. 여섯째, 소비자의 불평행동에 영향을 미치는 변수는 불만족의 원인귀인, 불만족의 책임귀인, 가정소득, 인지된 주부의 소비자 교육정도, 남편의 직업, 주부의 연령으로 나타났으며, 이 변수들의 상대적 기여도는 기술한 순서대로 큰 것으로 나타났다. 따라서 인구통계학적 변수보다 사회심리적 변수인 귀인변수가 불평행동을 설명해주는 보다 유용한 변수라고 할 수 있다.;This Study was mainly concerned consumer complaining behavior according to attribution of Dissatisfaction as well as demographic variables, in which the extents every variables make their relative contributions was also investigated. From these, the purpose of this study was to provide basic data for consumer complaining behavior. For this purpose, four study questions were raised. To analyze the questions, questionaire was given to 600 individuals who have resided in Seoul as the housewife consumer and possessed the experience to use the purchased refrigerators within the period of 5 years. 437 data were analyzed by the statistical methods like frequency, percentage, ANOVA, Duncan's Multiple Range Test, X^(2)-test, Pearson's correlation and multiple regression analysis. The results of this study were described as follows; 1 . The consumers attributed the cause and the responsibility of dissatisfaction following the purchase of refrigerators to the relevant manufacturers, consumer (herself), advertizers, distributors and other people around in the order named and as for the dissatisfaction by an attributes of refrigerator, a high level of dissatisfaction was revealed on the price and the durability. 2. Among dissatisfied consumers, the consumer who didn't take action about the dissatisfaction were 30.9% and the consumers who took action were 69.1%. Primary complaining behavior was the cautions to other people around her, and the private complaining behavior was more than the public complaining behavior. 3. When reviewed from an aspect according to demographic variables complaining behavior have shown significant differences according to housewife's age, degree of perceived housewife's consumer education, husband's job and housewife's job. 4. When reviewed from an aspect according to demographic variables, the type of attribution of dissatisfaction have shown significant differences according to husband's job, housewife's job and family income. 5. There was significant difference in the Complaining behavior according to the type of causal attribution and responsibility attribution. 6. The Complaining behavior was influenced by causal attribution of dissatisfaction, responsibility attribution of dissatisfaction, family income, degree of perceived housewife's consumer education, husband's job and housewife's age. And the relative contribution of each variable explaining the complaining behavior was decreased according to the order of variables that were described. Consequently, we could possibly conclude that the attributional variables, socio-psychological variables are more useful in explaining consumer complaining behavior than demographic variables. Based upon the results of above, future study will have to reveal the relation between the complaining behavior and socio-psychological variables such as individual character, intensive level of dissatisfaction, and confidence and so on, and will have to measure the rate of complaining behavior actually explained by these variables and develop the precise measurement instrument about the cause of dissatisfaction all the more. Also efficient complaining course should be developed for transmission from the potential consumer's dissatisfaction to the complaining behavior. Besides specific study about supplying compensation criteria and institutionalization of informing consumer of precise good's quality is needed.
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