청소년의 이동전화 구매 영향요인 분석 - 준거집단 및 구매동기의 관련성을 중심으로 -

Analysis of the Influential Relations of Reference Group and Motives When Adolescents Purchase Mobile Telephone

The annual rates of purchasing mobile telephone have increased radically since 1995. Especially the teen's purchase is increasing continuously regardless of lack of their real purchasing power. This Study aims at analyzing the influential relations of reference group and purchasing motives when the teens buy mobile telephone. In order to work these research problem out, a survey was conducted, 850 the citizens of seoul(including middle & high school students) were utilized for the survey. Some of the key findings of this study are as follows. Firstly, among reference group. 'friends', 'ads' and 'popular entertainers & star players' have a much stronger influence on the teens' purchasing mobile telephone and selecting brand than the other age groups. Secondly, in terms of motives to buy mobile telephone, it is found that 'peer-group intimacy', 'privacy', 'running after new product' and 'the impulse to buy' have a much strouger influence on the teens' purchasing mobile telephone than the other age groups. Finally, it is found that reference group of the teens have an influence on the teen's purchasing motives.