MZ세대의 과시적여가소비성향별 여가정체성과 여가만족의 차이 분석

초록

The purpose of this study was to understand the leisure culture and characteristics of the MZ generation by analyzing the difference between leisure identity and leisure satisfaction by the conspicuous leisure consumption tendency of the MZ generation. The subjects of this study were selected as Millennials and Generation Z participating in leisure activities. The survey was conducted online survey using the purposive sampling method. A total of 376 copies of the questionnaire were used. The SPSS 26.0 statistical program was used for data processing, and the analysis results are as follows. First, cluster analysis according to the conspicuous leisure consumption tendency of the MZ generation was classified into cluster 1(flex type), cluster 2(personal type), and cluster 3(brand preference type). Second, the difference in leisure identity by tendency to consume clustered, conspicuous leisure in the MZ generation was found in all factors of self-esteem, identification, and emotional attachment. Third, there was no difference in leisure satisfaction by the clustered and conspicuous leisure consumption tendency of the MZ generation. This study was meaningful in that it provided basic data to understand their culture and use it in the rapidly changing leisure industry field through a cluster-specific analysis of the MZ generation's conspicuous leisure consumption tendency, which was the mainstay of the future society.

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