아동소비자의 매체별 유료 콘텐츠 사용특성과 금전인식 연구

Abstract

This study examines the use of paid content by children and identifies their monetary conceptbased on the following three research questions: (1) What are the characteristics of paid-contentuse by children? (2) How can the monetary concept of children be classified? (3) How doesthis monetary concept vary across use groups? Data were collected from 245 elementary schoolstudents. Based on the results, there were two types of media content used by children: mobileand computer content. Children were classified into four consumer groups based on the typemedia content use and the amount of content use. In addition, monetary concepts of childrenusing paid content had two dimensions: money for means and that for objects. For computerusers, monetary concept for conspicuous consumption and mammonism were more likely in thehigh-use group than in the low-use group. For mobile users, there was no significant differencein money for means and money for objects between the high-use group and the low-use group. The limitations of this study offer some interesting avenues for future research.