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MZ세대의 소비가치, 소비성향, 여가활동에 관한 연구

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Alternative Title
A study on the MZ Generation's Perceived Values and Tendencies in Consumption and Their Leisure Activities
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.
Author(s)
홍민혜
Issued Date
2023
Awarded Date
2023-02
Type
Dissertation
URI
https://dcoll.jejunu.ac.kr/common/orgView/000000011147
Alternative Author(s)
Hong, Min Hye
Affiliation
제주대학교 경영대학원
Department
경영대학원 관광경영학과
Advisor
박운정
Table Of Contents
Ⅰ. 서 론 1
1. 연구의 배경 1
2. 연구의 목적 3
3. 연구의 범위와 방법 4
Ⅱ. 이론적 배경 7
1. MZ세대 7
1) MZ세대의 개념 7
(1) 밀레니얼 세대 7
(2) Z세대 9
2. 소비가치 11
1) 소비가치의 개념 11
2) 소비가치에 대한 선행연구 12
3. 소비성향 15
1) 소비성향의 개념 15
2) 소비성향에 대한 선행연구 16
4. 여가활동 17
1) 여가의 개념 17
2) 여가활동에 대한 선행연구 19
Ⅲ. 연구설계 24
1. 연구의 모형 및 가설 설정 24
1) 연구의 모형 24
2) 연구의 가설 25
3) 변수의 조작적 정의 25
2. 연구설계 및 분석방법 26
1) 설문지 구성 및 자료 측정 26
2) 자료수집 및 분석방법 28
Ⅳ. 분석결과 30
1. 표본의 특성 30
1) 표본의 구성 30
2) 표본의 인구통계학적 특성 30
2. 정규성 검정 32
3. 변수의 타당성 및 신뢰도 검증 33
4. 상관관계 분석 38
5. 가설검증 39
1) 세대에 따른 소비가치, 소비성향, 여가활동 차이 분석 39
2) 소비가치가 소비성향에 미치는 영향 분석 40
3) 소비성향이 여가활동에 미치는 영향 분석 44
4) 소비가치가 여가활동에 미치는 영향 분석 47
6. 가설검증 요약 51
Ⅴ. 결론 55
1. 연구의 요약 및 시사점 55
2. 연구한계 및 제언 59
참고문헌 61
설문지 66
영문초록 70
Degree
Master
Publisher
제주대학교 경영대학원
Citation
홍민혜. (2023). MZ세대의 소비가치, 소비성향, 여가활동에 관한 연구.
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Graduate School of Business Administration > Tourism Management
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