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국문제목
대가족 제도에서 노부모의 구매영향력에 관한 연구
부제목
영문제목
The Purchase Influence of Elderly Parents in Extended Families
발행기관
한국소비자학회
고유번호
1280452807
학회지명
소비자학연구
발행연도
2010
수록페이지
395 ~ 416 : page
권
21
저자
이한준, 김경진, 박종철
호
2
국 문 초 록
가족의사결정의 구성원은 부모, 자녀로 규정하는 것이 일반적이지만, 이러한 핵가족 중심의 관점을 보완해야할 경우도 있다. 만약 여러 세대가 함께 거주하거나, 공간적․심리적으로 가까이 거주하면서 노부모가 자녀와 상호작용하면서 구매영향력을 미치는 경우도 적지 않다. 특히 동양문화권에서는 노부모의 구매영향력이 상당할 것으로 예상되는 바, 이러한 노부모가 포함된 가족의사결정을 탐구하는 것이 필요하다고 여겨진다. 본 연구는 한국사회에서 노부모의 구매영향력 및 그 영향력에 효과를 미치는 원인을 탐구하였다. 특히 자동차, 주택, 가족여행과 같이 전체 가족의 의사가 중요한 영역을 토대로 노부모의 역할과 영향력을 고찰하였다. 연구 결과, 자동차와 주택 등 고가격제품에서는 노부모가 직접 재정적 지원을 하는 경우 자녀들이 높이 평가하였지만, 가족여행과 같이 비교적 낮은 비용의 영역에서는 노부모가 재정을 분담하는 것보다 지식이나 경험을 전수하는 비재정적 지원을 더 높이 인식하는 경향을 보였다. 그리고 노부모가 가족내 영향력과 발언권을 행사하기 위해서는 재정적 지원을 하거나 가사일을 분담하는 것이 필요하다는 결과도 나왔지만, 부분적으로 자녀의 효심은 이러한 노부모의 기여와는 상관없이 노부모의 영향력을 세워주는 요인으로 나타나 한국사회가 현대적 자본주의와 전통적 효사상 사이에 갈등하고 있음을 암시한다.
영 문 초 록
Implicitly or explicitly, the nuclear family structure has been assumed as the key unit of analysis for the vast majority of the family decision making studies, albeit much variation exists in the number of respondents selected as the key informants for the phenomenon under consideration. Given the recent trend that traditional family living arrangements are on the wane and many other types are growing rapidly, it is difficult to define a prototypical family structure. In addition, in many non-western societies, vertically extended family structures are common where multiple generations engage in exchange and influence relationships in various family affairs. In this study, we investigated Korean elderly parents’ influence in family purchase decisions and its contributing factors under the extended family structure prevalent in the East Asian culture. Results show that economic resources elderly parents possessed or contributed to the purchase generally had significant effects on the level of their decision influence, whereas children’s filial piety, a culture-based influence source for Korean elderly parents, emerged as a non-significant source of their decision influence. A notable feature of the analysis method employed in this study relates to the use of the correlated uniqueness (CU) structural modeling approach utilizing multiple-informant data obtained from both generations. In this approach, error terms of all the measures provided by the same family member would be allowed to be correlated across all constructs, exogenous and endogenous. This provides a mechanism for partialing out the confounding caused by informant bias when estimating parameters. Compared to the approach that incorporates informant bias factors, the CU structural modeling approach is less likely to encounter difficulties in estimation. Given its simplicity and relative imperviousness to estimation problems, we took the CU structural modeling approach in our subsequent investigation of the structural relationships between elderly parents’ purchase influence and its potential determin too. Specificall dethe model de detion at elderly parents’ influence is affestimaby their possession/use of four economic resources (purchase-viecific ll ancial contribution, general financial assistance, household contributions, product knowledge) and one culture-based potential source of influence (filial piety). It also specifies correlations among error terms associated with the measures provided by the same informant. This CU structural model was estimated for each purchase decision to test our hypotheses. More Specifically, sons and daughters-in-law are prone to appreciate contribution of elderly parents for high price product like house or automobile. They, however, are likely to prefer elderly parents’ handing down of product experience to assistance for relatively lower costed product like family tour. Elderly parents are needed to contribute finance or household affairs for maintenance of their voice in family, on the other hand, children’s filial piety is still meaningful factor to their parents’ influence regardless of parents’ contribution. These results say that Korean society may be discording between modern capitalism and traditional humanism. Key words: extended family, family decision making, elderly parents, purchase-specific financial contribution, financial assistance, household contributions, filial piety
목 차
Ⅰ. 서 론 Ⅱ. 문헌고찰 및 가설설정 Ⅲ. 연구방법 및 실증분석 Ⅳ. 결론 참고문헌
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