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KMID : 1159320170190040361
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Korean Journal of Vision Science
2017 Volume.19 No. 4 p.361 ~ p.373
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A Study on Consumption Value and Consumption Satisfaction of the College Students by Analyzing Spectacles Purchasing Behavior
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Lee Sun-Mi
Park Na-Young
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Abstract
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Purpose: The objective of the present study is to identify the differences Spectacles Purchasing Behavior in the College Students and to analyse the consumption satisfaction and consumption value.
Methods: The present study involved 302 college students who are using spectacles. To analyze, the present study used chi-square and multi-regression.
Results: Among the total of 302 participants who are college students, 32.1% of the total students changes spectacles between 1~2 years and 39.1% of the total students the reason of changing spectacles is ‘Change in power’ and 70.2% of total students choose who influences in selecting spectacles is ‘Self’. 52.6% of total students choose the reason for selection is ‘Design’. Male students change spectacles more than female students. Students who have more income change spectacles more easily. The reason for selection of male students ordered ‘Breakage of spectacles’, ‘Scratch of lens’ and ‘Change in design’ but the 51.9% of female students choose the reason for changing spectacles is ‘Change in power’. Students who have more income choose the reason for the selection is ‘Design’ and students who has less income choose the reason for the selection is ‘Price’. College student in this study focus on present value than future value and focus on usage value than joyment value. Students who have more hedonic value are more satisfaction with spectacles.
Conclusions: It is concluded that consumer satisfaction of college students influenced by hedonic value.
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KEYWORD
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Spectacle Consumer, Spectacles Purchasing Behavior, Consumer value, Consumer satisfaction
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