장학금 유형에 따른 심리적 가치 및 저축성향과 소비지출

Abstract

In the present study, a line is drawn between grade scholarship and state scholarship in an attempt to examine how student recipients of a scholarship perceive the psychological value of the grant, for what purpose they seek to use the scholarship, and what implications such behaviors would have for management of scholarship. The results of the study are as follows. First, the recipients of the grade scholarship feel higher psychological value than those of the state scholarship since the grade scholarship is regarded to be the due price for their efforts and the state scholarship is deemed to have little connection with the efforts invested. Second, a stronger tendency is found to spend the grade scholarship for buying hedonic products than utilitarian products. Third, there is little distinction between the grade scholarship and state scholarship in terms of the saving amounts. Thus, it seems thus necessary to lead students to spend the grade scholarship for buying utilitarian products that are needed for the promotion of academic performance after saving a certain amount of the grade scholarship. The study focuses on grade scholarships and state scholarships, and approaches the psychological value, saving tendency, and the impact of scholarships on the type of product purchased, from the theoretical perspective of psychological and emotional accounting.