밀레니얼 세대의 소비가치에 따른 가방 구매행동

A Study on Bag Purchasing Behaviors according to Consumption Value of Millennial Generation

Background/Objectives: This study aim to investigate consumption value and bag purchasing behaviors of Millennial generation, and to identify the differences of bag purchasing behaviors among segmented groups according to consumer value variable. Methods: Research method was survey and the subjects were 263 Millennial who have experience purchasing more than one bag in the past year. The questionnaire consisted of questions measuring consumption value, bag purchasing behavior, and the subject's demographic characteristics. The survey was conducted through an internet survey agency. The data were analyzed by cross-tab analysis, factor analysis, Cronbach’ α, cluster analysis, variance analysis and Duncan’s multiple range test. Results: On consumption value, four factors(epistemic value, social value, functional value, and emotional value) were emerged, and the subjects were classified into 3 groups(emotional-epistemic value, social value, and functional value oriented group) by consumption value. The consumer groups showed many differences on bag purchasing behaviors. The emotional-epistemic value oriented group importantly considered ‘aesthetics’ as selection criterion, and ‘finding attractive products’ as the purchasing motivation. The social value oriented group highly considered ‘symbolism’ as selection criterion, ‘harmony with clothing’ and ‘trend change’ as the purchasing motivation, and more preferred department store and luxury store as purchasing places than the other groups. The functional value oriented group mainly considered ‘practicality’ and ‘economics’ as selection criteria, ‘physical old and damage to product owned’ as the purchasing motivation. and preferred internet shopping mall and fashion outlet as purchasing places. Conclusion/Implications: This results showed that there existed many meaningful differences on bag purchasing behaviors according consumption value. Therefore, it is concluded that consumption value is one of important market segmentation variable to understand characteristics and purchasing behaviors of consumer groups.