The purpose of this thesis is to develop the measurment instrument of consumption propensity and apply it to the city women in Korea. We thought out 6 factors that can explain the consumption propensity. They are sociality, publicity, impulsiveness, rationality, efficiency and enjoyment. We pretested the instrument with 100 students in Taejon and applied it to 500 women living in Seoul, the capital city of Korea.
We analyzed the results using the methods such as factor analysis and conformatory factor analysis. The factor analysis confirmed that the 6 factors are meaningful. The conformatory factor analysis with LISREL estimates showes that the 6-factor considered were valid and meaningful. And furthermore, most factors showed statistically significant differences among different demographic, cultural, economical and social groups.
We found that our instrument with six factors could be one of important measurment scales to explain consumption propensity of consumers.
