도시 여성소비자의 보상구매행동

Compensatory Buying Behavior of Urban Female Consumers

The present study examines the degree of compensatory buying behavior and related variables of the urban female consumers in Korea. Compensatory buying behavior scale was administered to a sample of 593 female consumers in Seoul. The statistical methods used for data analysis are frequency, percentage, Pearson's correlation multiple regression, and X²-test Major findings are as follow: 1. The majority of urban female consumers(90%) are experienced compensatory buying. 2. Urban female consumers usually buy clothing and acsessories of 20～50 thousands Won for compensatory purpose in department or shopping center when feel inner-emptiness, low self-esteem, stress. 3. Compensatory buying tendencies is related with age, the level of education, self-esteem, inner-emptiness, materialism, preference for shopping. And the effects of compensatory buying behavior on consumer welfare and strategies of diminishing them are discussed.