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KMID : 0928020240280010019
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Nursing and Innovation
2024 Volume.28 No. 1 p.19 ~ p.28
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Influencing Factors of Relational Self, Self-rationalization, and SNS Photo-sharing Activities on Symbolic Consumption Disposition of Generation Z in Korea: Based on the Theory of Consumer Socialization
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Park Wan-Ju
Son Chae-Won
Kim Da-Yeon
Seo Yun-Ha
Seok Chae-Yoon
Son Chae-Yeon
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Abstract
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Purpose: This study was aimed to identify the influencing factors of relational self, self-rationalization, and SNS photo-sharing activities on the symbolic consumption disposition of Generation Z in Korea.
Methods: The subjects of this study were 191 college students from 8 provinces in Korea. Data were collected using scales for relational self, self-rationalization, SNS photo-sharing activities, and symbolic consumption disposition. Statistical analysis was conducted using a stepwise multiple linear regression model in SPSS 25.
Results: The most influential factors of self-oriented symbolic consumption disposition were product attributes as a type of self-rationalization (ß=.35, p<.001), receiving support as a type of relational self (ß=.27, p<.001), and satisfaction with SNS photo-sharing activities (ß=.25, p<.001) accounting for 34% of the variance. Meanwhile, emotional consolation as a facet of self-rationalization (ß=.31, p<.001), the social capital aspect of SNS photo-sharing activities (ß=.27, p<.001), and the instrumental aspect of relational self (ß=.24, p<.001) were the most influential factors of other-oriented consumption disposition, explaining 38% of the variance.
Conclusion: Findings of this study indicate that self-rationalization is the most influential factor on consumption disposition of Generation Z. As self-rationalization is an immature defensive mechanism, there is a need to develop new educational content to promote more rational consumption behavior among this generation.
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KEYWORD
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Consumer behavior, Interpersonal relations, Rationalization, Social networking
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