MZ세대의 소비가치, 소비성향, 여가활동에 관한 연구

Abstract

MZ generation collectively represents a pairing of two groups, from late teens to early 40s (Millennials and Generation Z, respectively). Since it is not reasonable to view that both groups have homogenous characteristics, this paper explores different influence relationships between each group's values and tendencies in consumption and their leisure activities. By doing so, it not only attempts to explain those young generations' leisure activities but also understands the unique characteristics, consumption values and tendencies, and patterns of participation in leisure activities of the two generations that have emerged as the core leisure consumers. To do so, a survey was conducted on Millennials and Generation Z who reside inside and outside Jeju Island. With a total of 240 samples collected, correlation and descriptive statistical analysis were carried out using a statistical software, SPSS 21.0. The results suggested a significant difference between the two generations regarding the tendencies for money-saving and self-consciousness about others, which are sub-factors of consumption tendencies. A significant difference between the two groups was also observed in the sports watching/participation activities, which are sub-factors of leisure activities. In relation to the impact relationships, it was revealed that consumption values significantly affected consumption tendencies. On the other hand, consumption values and tendencies showed a significant impact on leisure activities. Collectively this paper investigated generational differences in consumption tendencies and leisure activities by classifying the MZ generation into two groups. This implies that it is necessary to segment the MZ generation in a more delicate approach. Moreover, it was revealed that consumption values affect consumption tendencies, whereas consumption values and tendencies affect leisure activities. This suggests that there is a need for a continuous effort to combine consumption values and tendencies with various disciplines in consumer-targeting research.