인터넷쇼핑 소비자의 쾌락적 소비성향에 관한 연구

A Study on Hedonic Consumption Inclination of Internet Shopping Consumer

&nbsp;&nbsp;The purpose of this study is to explain hedonic consumer. Hedonic consumer has a high hedonic consumption inclination. Especially, this study focused on avatar buyers in internet. Characteristics of hedonic consumer are as follows.<BR>&nbsp;&nbsp;First, consumer can devide to two dimensions. Two dimensions are high hedonic consumer inclination and low hedonic inclination. So, people who have high hedonic consumer inclination can be defined hedonic consumer.<BR>&nbsp;&nbsp;Second, the hedonic consumer regards as of great importance symbolic side of product.<BR>&nbsp;&nbsp;Third, the hedonic consumer is highly influenced by reference group.<BR>&nbsp;&nbsp;Fourth, the hedonic consumer have a high brand incumbency.<BR>&nbsp;&nbsp;Last, the hedonic consumer have a high self monitoring.