Title Page
Contents
ABSTRACT 13
국문초록 15
I. INTRODUCTION 17
1.1. Research Background 17
1.2. Research Purpose 19
II. LITERARY REVIEW 21
2.1. Consumer Susceptibility to Interpersonal Influence 21
2.2. Conformity Motivation (Consumption) 24
2.3. Brand Consciousness 28
2.4. Materialism 31
III. RESEARCH PROBLEM & MODEL 35
3.1. Consumer Susceptibility to Interpersonal Influence, Conformity Motivation(Consumption) and the Intention to Adopt Children 35
3.2. Brand Consciousness and the Intention to Adopt Children 40
3.3. Materialism and the Intention to Adopt Children 44
3.4. Research Model 52
IV. RESEARCH METHODOLOGY 53
4.1. Participants & Procedures 53
4.2. Questionnaire & Measures 54
V. RESULTS 60
5.1. Reliability Scale: Cronbach's Alpha Reliability Coefficient 60
5.2. Test of Independent Regression Analysis on Consumer Susceptibility to Interpersonal Influence and the Intention to Adopt Children 62
5.3. Test of Independent Regression Analysis on Conformity Motivation (Consumption) and the Intention to Adopt Children 64
5.4. Test of Independent Regression Analysis on Brand Consciousness and the Intention to Adopt Children 65
5.5. Test of Independent Regression Analysis on Materialism and the Intention to Adopt Children 66
5.6. Test of Multiple Regression Analysis on All 4 Independent Variable Construct Sets(Correlations) and the Intention to Adopt Children 67
VI. DISCUSSION, IMPLICATIONS & CONCLUSION 70
6.1. Discussion, Implications & Conclusion 70
6.2. Limitations & Future Suggestions 75
REFERENCES 79
APPENDIX 89
APPENDIX 1: Independent Regression Analysis on Consumer Susceptibility to Interpersonal Influenceand the Intention to Adopt Children 89
APPENDIX 2: Independent Regression Analysis on Conformity Motivation (Consumption) and the Intention to Adopt Children 89
APPENDIX 3: Independent Regression Analysis on Brand Consciousness and the Intention to Adopt Children 90
APPENDIX 4: Independent Regression Analysis on Materialism and the Intention to Adopt Children 90
APPENDIX 5: Multiple Regression Analysis on All Four IndependentVariable Construct Setsand the Intention to Adopt Children 91
APPENDIX 6: Multiple Regression Analysis on All Four Independent Variable Construct Setsand the Intention to Adopt Children (Pearson's Correlation) 92
APPENDIX 7: Reliability Statistics - Cronbach's Alphaon the Intention to Adopt Children 93
APPENDIX 8: Reliability Statistics - Cronbach's Alphaon Consumer Susceptibility to Interpersonal Influence 93
APPENDIX 9: Reliability Statistics - Cronbach's Alphaon Conformity Motivation (Consumption) 94
APPENDIX 10: Reliability Statistics: Item-Total Statistics - Cronbach's Alphaon Conformity Motivation (Consumption) 94
APPENDIX 11: Regression Analysis and Mean forConformity Motivation (Consumption) 95
APPENDIX 12: Reliability Statistics - Cronbach's Alphaon Brand Consciousness 95
APPENDIX 13: Reliability Statistics-Cronbach's Alphaon Materialism 96
APPENDIX 14: Reliability Statistics: Item-Total Statistics - Cronbach's Alphaon Materialism 97
APPENDIX 15: Questionnaire used in general survey (English Version) 98
〈Table 1〉 Characteristics of Consumer Susceptibility to Interpersonal Influence and Possible Consequences 48
〈Table 2〉 Characteristics of Conformity Motivation (Consumption) and Possible Consequences 49
〈Table 3〉 Characteristics of Brand Consciousness and Possible Consequences 50
〈Table 4〉 Characteristics of Materialism and Possible Consequences 51
〈Figure 1〉 Research Model 52