청소년의 소비자불만 대응과 소비자시민 역량이 소비생활 만족도에 미치는 영향

초록

The adolescent familiar with mobile devices emerged as the subject of consumption with the onset of COVID-19, which triggered online non-face-to-face transactions. Adolescents, who have become familiar with various product/service-related information, have developed stringent consumption standards, increasing the likelihood of experiencing discomfort in their consumption lives. The ability to appropriately respond to such consumer dissatisfaction is a crucial factor positively influencing consumption satisfaction. This study examined consumer citizenship competence as a factor closely related to this ability. Consumer citizenship competence is the ability to understand policies or systems related to consumer rights and to practice behaviors that fulfill consumer responsibilities. It is the ability necessary to understand consumer rights required when dealing with dissatisfaction. Based on data from the 2022 Adolescent Consumer Competence Index provided by the Korea Consumer Agency, this study examined the research problem. Analyzing the data using cross-tabulation, one-way ANOVA, and logistic regression, it was found that experiences of consumer dissatisfaction had a negative impact on consumption satisfaction, and that even when experiencing consumer dissatisfaction, actions taken in response had a positive impact on consumption satisfaction. Furthermore, consumer citizenship competence and its sub categories, consumer citizenship knowledge and practice, positively influenced the response toward dissatisfaction, indicating that consumer citizenship competence is an important factor in dealing with consumer dissatisfaction. Consumer citizenship competence varied according to demographic factors; male adolescents and adolescents residing in large cities evaluated their consumer citizenship competence more highly than female adolescents and adolescents residing in small to medium-sized cities and rural areas. On the other hand, there was no regional difference in the extent of response toward dissatisfaction. This suggests the need for different directions of consumer education for female and male adolescents, while also indicating that such education should be conducted evenly nationwide.

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