소비가치 유형에 따른 현재 소비수준과 은퇴활동기 주관적 생활비 인식 차이 연구

박원주 한국소비문화학회 2019 소비문화연구 Vol.22 No.1

The purpose of this study is to examine whether there is a difference between the current level of consumption and the perceived subjective cost of living during the retirement period, depending on consumption value. Research has shown that the types of consumption value are classified into different types of consumption value, other-oriented value, self-expression value, unspecified value, and community-oriented consumption value, and that there is a significant difference between the current consumption level and the perceived subjective cost of living during the retirement period. Among the types of consumption value, self-expression value differed from the others, with the lowest subjective current consumption level, and the most objective balance of payments. This shows that there is a defined correlation between self- initiative consumption value and good consumption behaviors. Even in recognition of subjective and minimum living expenses during retirement, self-expression value differed from other types, recognizing the lowest amount of both living expenses. On the other hand, the standard of consumer judgment was the highest in terms of living expenses of other-oriented value. Looking at the ongoing impact of value in consumption on consumer behavior, this study indicates that consumption value affect not only current but also consumption levels after retirement. In addition, it could help establish the direction of consumption education for desirable consumption value by clarifying that self-initiative consumption value lead to better consumption behaviors than other-oriented consumption value. 본 연구의 목적은 소비가치에 따라 현재 소비수준과 은퇴활동기 주관적 생활비에 대한 인식에 차이가 있는지를 살펴보는 것이다. 연구 결과 소비가치 유형은 타인지향 소비가치, 자기표현지향 소비가치, 무특정형, 소비공동체지향 소비가치 유형으로 분류되었으며, 각 유형간 현재 소비수준과 은퇴활동기 주관적 생활비 인식에는 유의미한 차이가 발견되었다. 소비가치 유형 중 자기표현지향 소비가치 유형은 타 유형과 다른 차이를 보였으며, 이 유형은 주관적 현재 소비지출수준이 가장 낮고, 객관적 가계수지상태 또한 가장 양호한 것으로 나타났다. 이를 통해 자기주도적 소비가치와 양호한 소비행동 간에 정의 상관관계가 성립하고 있음을 알 수 있다. 은퇴활동기 주관적 적정생활비와 최소생활비 인식에 있어서도 자기표현지향 소비가치 유형은 타 유형과 다른 차이를 보였는데, 두 생활비 모두에서 가장 낮은 금액을 인식하고 있었다. 이에 반해 소비판단의 기준이 타인에게 있는 타인지향 소비가치 유형의 생활비 인식 수준이 가장 높았다. 소비행동에 미치는 소비가치의 지속적 영향력을 살펴본 본 연구는 소비가치가 현재 뿐 아니라, 은퇴 이후의 소비수준에도 영향을 미친다는 것을 규명한 데 그 의의가 있다. 더불어 자기주도적 소비가치가 타인의존적 소비가치에 비해 더 양호한 소비행동을 이끈다는 것을 규명함으로써 바람직한 소비가치를 위한 소비교육의 방향성 정립에 도움을 줄 수 있을 것이다.

THE IMPACT OF CONSPICUOUS CONSUMPTION AND PERCEIVED VALUE ON NEW PRODUCT ADOPTION INTENTION: THE MODERATING ROLE OF CREATIVITY-SEEKING PERSONALITY

Meixiang Cui,Subin Im 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Along with the growth of disposable income and the improvement of consumers’ living condition, consumers are no longer satisfied only with the fulfillment of functional needs of products. Instead, they seek to meet higher level of demand such as emotional and symbolic needs when consuming products. One reflection of this kind of pursuit in consumer behavior is “conspicuous consumption”, which is the tendency for individuals to enhance their image and communicate status to others through overt consumption of possessions (O’Cass & McEwen, 2004). Moreover, the emergence of social networking service (SNS) has boosted the phenomenon of such overt consumption. For example, a consumer who bought a new luxury sports car uploads a photo of his/her car on Facebook to show off his/her wealth, status, uniqueness, taste, etc. In this context, if a product is scarce due to a limited supply, then consumers might use the product for conspicuous consumption (Gierl & Huettl, 2010). Thus, it can be inferred that consumers who have conspicuous consumption tendency will be attracted by new product which is scarce in its early diffusion process. Moreover, the literature has added new content to conspicuous consumption with the development of social economy and value. Consumption value goes far beyond satisfying functional needs, and consumption and possessions are regarded as the extension of the self (Belk, 1988). Hence, consumers would be eager to present and show off their “extended self” on SNS using new products. As a consequence, this research aims at exploring the relationship and internal mechanism between the new paradigm of conspicuous consumption and consumers’ new product adoption intention, mediated through perceived consumption value. Different traits of consumers and resulting value perceptions are influential on consumer adoption behavioral intention and outcomes (e.g., Kastanakis & Balabanis, 2014). Despite the fact that identifying and adequately meet the needs of target consumers is essential in new product success, current literature still lacks understanding on how consumers perceive value of new products based on their needs for conspicuous consumption in adopting new products. Moreover, even though there are some evidence in the literature showing that consumers with high needs for conspicuous consumption accept new products more quickly, there is limited guideline for managers for how and why different perspectives of conspicuous consumption tendency affect new product adoption intention through perceived value of the product. In addition, consumer behavior literature of conspicuous consumption has overemphasized the role of status seeking without fully understanding other motives and needs for it. Accordingly, we will start by examining different types of conspicuous consumption tendencies and studying how they affect different value perceptions, which lead to new product adoption intention. A large number of studies from various disciplines have defined “conspicuous consumption” differently. Earlier, Veblen (1899) proposed the term “conspicuous consumption” to describe the behavior of rich American people who spent a significant portion of their time and money on unnecessary and unproductive leisure expenditures. As indicated, in early days, “conspicuous consumption” was thought to be only occurred to the upper class of the society that wishes to display wealth or status through luxury consumption. However, Mason (1988) pointed out that conspicuous consumption is not only associated with the rich and privileged, but is a worldwide phenomenon that is easily observed at all social and economic levels. Moreover, recent research advocates that conspicuous consumption is not only about displaying wealth, but also about delivering self-images and enhancing social standing through consumption. The symbolic meaning of products is commonly used as an outward expression of consumer self-concept and connection to the society (Chaudhuri & Majumdar, 2006). The motives to show their social status, unique taste or conformity trigger overt consumption of different kinds of goods to satisfy the need of belonging, increase their popularity, as well as be highly respected, admired, or envied (Gierl & Huettle, 2010). Drawing from current literature (e.g., Chaudhuri & Majumdar, 2006; Chen, Yeh, & Wang, 2008; Gierl & Huettl, 2010; O’Cass & McEwen, 2004; Shukla, 2008), this research defines conspicuous consumption as the tendency for individuals to enhance their image and communicate status to others through overt consumption, and proposes it to be a multidimensional concept consists of three dimensions namely ostentation of a high social status (a superior position within a social hierarchy), demonstration of uniqueness (differences from people belonging to the same social group), and demonstration of conformity (similarity to people belonging to a certain social group). We aim at examining the individual differences in three different conspicuous consumption tendencies and how they are related to new product adoption intention. It is important to study new product success from the consumer’s perspective because the success of new product eventually depends on the decisions of consumers to adopt or reject the new product (Im, Bhat, & Lee, 2015). According to Hirschman (1980), innate personality of the consumer has an important influence on whether to adopt new product or not. Moreover, Venkatesh and Brown (2001) found that relevant others such as friends, family, and other important connections can influence the adoption decision. As such, those who are influenced by the people around them will choose products that can convey an image congruent with the social image they wish to project. (Sheth, Newman, & Gross, 1991). New products, depending on their characteristics and types, can be used to show social status, uniqueness, or conformity. When the new product is first launched in the market, it is often released at a high price, though it is not a necessity to most consumers. Thus, adopting the high priced but unnecessary new products or frequently upgraded products in a certain category can signal economically rich status. In addition, consumers adopt new products to demonstrate their needs for uniqueness due to the scarcity in early diffusion process. Finally, new product can also help consumers conform to a certain group they wish to belong. For example, when most of a consumer’s friends or colleagues have adopted iPhone, he/she also is willing to adopt iPhone in order to assimilate with the group member and achieve a sense of belonging. In conclusion, there might be positive relationships between consumers’ tendency to demonstrate high social status, uniqueness and conformity and new product adoption. Im et al. (2015) argued that consumers’ evaluation of or attitude toward a product and ultimate decision to adopt depends on their perceptions of the product’s value. Thus, perceived value may act as an important determinant in new product adoption. Besides, now that perceived value is derived from subjective evaluation and judgement of consumers, different consumers involved in the purchasing process can vary on the perceptions of new products (Perkins, 1993). Moreover, individuals tend to perceive what they need and want while ignoring other irrelevant stimuli around (Schiffman & Wisenblit, 2016). Since consumers with three different types of conspicuous consumption tendency have different needs and wants, they will respond differently to the value offered by products. Thus, we propose the mediating role of perceived value between conspicuous consumption and consumers’ intention of new product adoption. Another important individual level variable that impacts perception of new product is creativity-seeking personality, which refers to the tendency to seek information that is novel and meaningful (Im et al., 2015). Since novelty and meaningfulness are important features of innovation that are embedded in new products, consumers who seek for them are more likely to appreciate the new products more. Thus, we assert that creativity-seeking personality is also important in forming new product adoption behavior. Moreover, according to Im et al. (2015), novelty affects perceived hedonic value while meaningfulness influences perceived utilitarian value. This research attempts to explore the moderating role of creativity-seeking personality on the relationship between conspicuous consumption and perceived value to reveal the synergy effect of conspicuous consumption and creativity-seeking personality. Creativity-seeking personality consists of a novelty-seeking personality (a personal tendency related to the willingness to seek information that is new and different), and a meaningfulness-seeking personality (a personal tendency related to the willingness to seek information that is useful and relevant) (Hirshman, 1980; Im et al., 2015). Specifically, we propose that demonstration of uniqueness has a stronger impact on hedonic value among consumers with high level of novelty-seeking personality and demonstration of conformity has a stronger impact on utilitarian value among consumers with high level of meaningfulness-seeking personality. As such, drawing on the existing literature about conspicuous consumption, creativity-seeking personality, perceived value and purchase intention, this research proposes the mediating role of perceived value through which conspicuous consumption impact consumers’ new product adoption intention. In the meantime, this research explores the moderating role of creativity-seeking personality on the effect of conspicuous consumption on perceived value of new products. Accordingly, our research model is given as demonstrated in Figure 1. We expect the positive relationship between conspicuous consumption and new product adoption intention. Moreover, we predict perceived value mediates the impact of conspicuous consumption on new product adoption intention whereas creativity-seeking personality plays a moderating role. This research has several academic contributions and managerial implications. First, this research distinguished three types of conspicuous consumption from modern perspective including ostentation of a high social status, demonstration of uniqueness, and demonstration of conformity. By testing the impact of three types of conspicuous consumption on new product adoption intention, this study extends existing literature by identifying drivers of new product adoption. Second, it shed light on a mediating mechanism of perceived value through which conspicuous consumption conveys its effect on new product adoption. Third, it identified the moderating role of novelty-seeking personality and meaningfulness-seeking personality on the effect of conspicuous consumption on perceived value. Though we are proposing the theoretical model in Figure 1 based on prior literature in this paper, we expect to empirically validate the relationships in the model by collecting data through multiple experiments using Mechanical Turk. Before the data collection, we will go through the IRB approval for the subject pool and research design. As for managers, they can flexibly apply the consumers’ tendency of conspicuous consumption and creativity-seeking personality as market segmentation tool and implement the appropriate marketing strategy to improve new product adoption behavior for better new product performance. First, managers should be aware that conspicuous consumers are not a homogeneous group. They need to understand the heterogeneous drivers of consumers’ motives regarding conspicuous consumption and formulate appropriate marketing strategy to segment them. Second, this research provides some guidelines in new product promotion. For example, advertisement of the new products can highlight the different kinds of value when targeting consumers with different types of conspicuous consumption tendency. Third, as for sales people, they can provide novel product information to consumers who have tendency to demonstrate uniqueness and provide meaningful product information to consumers who have tendency to demonstrate conformity to increase purchase intention of consumers.

윤리적 소비와 소비가치의 관계에 대한 소비자 인식 변화: 소셜 빅데이터를 활용한 윤리적 소비와 소비가치의 키워드 변화 분석을 중심으로

신은정 ( Eunjung Shin ),고애란 ( Ae-ran Koh ) 대한가정학회 2021 Human Ecology Research(HER) Vol.59 No.2

The purpose of this study was to analyze big data to identify the sub-dimensions of ethical consumption, as well as the consumption value associated with ethical consumption that changes over time. For this study, data were collected from Naver and Daum using the keyword ‘ethical consumption’ and frequency and matrix data were extracted through Textom, for the period January 1, 2016, to December 31, 2018. In addition, a two-way mode network analysis was conducted using the UCINET 6.0 program and visualized using the NetDraw function. The results of text mining show increasing keyword frequency year-on-year, indicating that interest in ethical consumption has grown. The sub-dimensions derived for 2014 and 2015 are fair trade, ethical consumption, eco-friendly products, and cooperatives and for 2016 are fair trade, ethical consumption, eco-friendly products and animal welfare. The results of deriving consumption value keywords were classified as emotional value, social value, functional value and conditional value. The influence of functional value was found to be growing over time. Through network analysis, the relationship between the sub-dimensions of ethical consumption and consumption values derived each year from 2014 to 2018 showed a significantly strong correlation between eco-friendly product consumption and emotional value, social value, functional value and conditional value.

윤리적 소비와 소비가치의 관계에 대한 소비자 인식 변화: 소셜 빅데이터를 활용한 윤리적 소비와 소비가치의 키워드 변화 분석을 중심으로

신은정,고애란,Shin, Eunjung,Koh, Ae-Ran 대한가정학회 2021 Human Ecology Research(HER) Vol.59 No.2

The purpose of this study was to analyze big data to identify the sub-dimensions of ethical consumption, as well as the consumption value associated with ethical consumption that changes over time. For this study, data were collected from Naver and Daum using the keyword 'ethical consumption' and frequency and matrix data were extracted through Textom, for the period January 1, 2016, to December 31, 2018. In addition, a two-way mode network analysis was conducted using the UCINET 6.0 program and visualized using the NetDraw function. The results of text mining show increasing keyword frequency year-on-year, indicating that interest in ethical consumption has grown. The sub-dimensions derived for 2014 and 2015 are fair trade, ethical consumption, eco-friendly products, and cooperatives and for 2016 are fair trade, ethical consumption, eco-friendly products and animal welfare. The results of deriving consumption value keywords were classified as emotional value, social value, functional value and conditional value. The influence of functional value was found to be growing over time. Through network analysis, the relationship between the sub-dimensions of ethical consumption and consumption values derived each year from 2014 to 2018 showed a significantly strong correlation between eco-friendly product consumption and emotional value, social value, functional value and conditional value.

현대 소비자의 소비가치는 소비상황에 따라 다르게 작용하는가? - 여대생 소비자의 소비지향성과 소비목적에 따른 4가지 소비상황을 중심으로 -

장은지 ( Jang Eun Ji ),김기옥 ( Kim Kee-ok ) 한국소비자학회 2018 소비자학연구 Vol.29 No.1

본 연구는 현대 소비자가 추구하는 소비가치가 다양한 소비상황에서 다르게 나타나는지 살펴보고자 하였다. 본 연구의 목적은 지금까지 소비자학에서 소비가치를 다룰 때 간과한 소비상황을 고려함으로써 소비가치에 대한 이해의 폭을 넓히고자 한다. 본 연구에서는 소비상황을 소비지향성(타인지향, 자기지향)과 소비목적(실용목적, 쾌락목적)의 두 가지 측면에서 2x2, 즉 4가지 소비상황(타인지향-실용목적, 타인지향-쾌락목적, 자기지향-실용목적, 자기지향-쾌락목적)에서 소비가치를 탐구하였다, 국내 4년제 여자 대학생 319명을 대상으로 온라인 설문조사를 실시하였고, 자료의 분석은 SPSS 22.0을 이용하여 기술통계 분석, 탐색적 요인분석, 내적일관성 분석, 대응표본 t검정, 반복측정 분산분석(repeated ANOVA), 회귀분석을 실시하였다. 본 연구의 연구결과 첫째, 각 소비상황에 해당하는 제품으로 실제 어떤 제품을 구매했는지 알아본 결과, 타인지향-실용목적에서 스마트폰을, 자기지향-실용목적에서 노트북을, 타인지향-쾌락목적과 자기지향-쾌락목적에서 색조화장품을 가장 많이 응답하였다. 의류(코트)는 타인지향과 자기지향의 복합적 소비지향성이 나타났고, 핸드백은 실용과 쾌락의 복합적 소비목적으로 구매하는 경향을 보였다. 반면 인형은 자기지향-쾌락목적에서만 두드러지게 응답되었다. 둘째, 다양한 소비상황에서 추구하는 소비가치가 구체적으로 어떠한지 살펴본 결과, 자기지향-실용목적 상황을 제외한 모든 소비상황에서 여대생들이 가장 많이 추구하는 소비가치는 감정적 가치로 나타났다. 한편 자기지향-실용목적에서는 기능적 가치가 가장 높게, 사회적 가치가 현저히 낮게 나타났다. 셋째, 소비지향성과 소비목적에 따라 소비가치의 차이를 분석한 결과, 타인지향 상황일 때 사회적 가치, 진귀적 가치, 상황적 가치를, 자기지향 상황일 때 기능적 가치와 감정적 가치를 더 많이 추구하는 것으로 나타났고, 실용목적 상황에서는 기능적 가치를, 쾌락목적 상황에서는 사회적 가치, 감정적 가치, 진귀적 가치를 더 추구하는 것으로 나타났다. 넷째, 소비지향성과 소비목적의 4가지 소비상황에 따라 소비가치의 차이가 있는지 알아본 결과, 기능적 가치와 감정적 가치는 자기지향 상황에서 전자는 실용 후자는 쾌락목적 상황에서, 사회적 가치와 상황적 가치는 실용이든 쾌락이든 타인지향 상황에서, 진귀적 가치는 자기지향이든 타인지향이든 쾌락목적 상황에서 더 많이 추구한다는 것을 알 수 있었다. 다섯째, 응답자의 사회·인구학적 특성에 따라 4가지 소비상황에서 추구하는 소비가치가 차이가 있는지 살펴본 결과, 연령, 주거지(서울겅기 대 비서울경기), 아르바이트, 전공(인문사회 대 자연과학), 주관적 사회계층, 월평균소비지출액에 따라 부분적으로 유의한 차이가 나타났다. 본 연구를 통해 조사대상자인 여대생 소비자가 추구하는 소비가치는 소비지향성과 소비목적에 따라 다르게 나타나 각 소비상황별로 추구하는 소비가치가 다르다는 것이 확인되었다. 이는 소비가치를 다룰 때, 소비상황 요인에 대한 이해가 선행되어야 함을 시사한다. 또한 소비상황에 따른 소비가치에서 가장 두드러진 결과는 개인의 주관적 만족을 우선시한다는 것이다. 결과적으로 현대 소비자는 어느 소비상황에서나 주관적 가치를 반영하고 자신의 만족을 충분히 충족시켜줄 수 있는 선택 대안을 구매한다는 것을 시사한다. 보다 합리적인 소비생활을 영위하기 위하여 무엇보다도 소비자 스스로 자신이 추구하는 가치에 대한 정확한 이해와 가치 확립이 요구된다. This study examines change in consumption values by different consumption situations. Consumption situations are classified with two dimensions, one with consumption orientation either others-oriented or self-oriented, and the other with consumption purpose either utilitarian or hedonic. Consumption situations are divided into four with the two dimensions: others- oriented utilitarian purpose, others-oriented hedonic purpose, self-oriented utilitarian purpose, and self-oriented hedonic purpose. Three hundred nineteen college women in Seoul were participated in the questionnaire survey and fifteen replies were deleted. Date for this study was consisted with 304 replies. The results summarized as follows: First, college women replied the most frequently purchased item in others-oriented utilitarian purpose situation as smart-phones, in self-oriented utilitarian purpose situation as notebooks and in the rest situations as cosmetics. Clothes are the most frequently replied items in either others-oriented or self-oriented situations. Dolls are highly replied in self-oriented hedonic purpose situation. Second, college women pursued highly ‘emotional value’ in all consumption situations except self-oriented utilitarian situation, while ‘functional value’ was highly pursued in self-oriented utilitarian situation. Thirdly, college women pursued highly ‘social value’, ‘epistemic value’, ‘situational value’ in others-oriented situation, while ‘functional value’ and ‘emotional value’ were highly pursued in self-oriented situation. They pursued highly ‘functional value’ in utilitarian purpose situation, while ‘social’, ‘emotional’, and ‘epistemic’ values were highly pursued in hedonic purpose situation, Fourthly, ‘functional’ and ‘emotional’ values were highly pursued in self-oriented situation, while ‘social’ and ‘situational’ values were highly pursued in others-oriented situation. ‘Epistemic value’ was pursued highly in hedonic purpose situation. Fifthly, consumption values pursued in four consumption situations were partially different by socio-democratic backgrounds such as age, region, work, major fields, perceived social class, and average monthly consumption expenditures. This study revealed the fact that consumers pursue different consumption values in different consumption situations. Among the consumption values, consumers most highly pursued ‘emotional value’. This implies that contemporary consumers put high importance on self-satisfaction and subjective happiness and, therefore, ‘emotional value’ is the most important value in any consumption situation. This highlights the fact that understanding consumption situation should be preceded when dealing with consumption value in consumer science. In conclusion, consumers always pursue their subjective values in any consumption situation and purchase items that can satisfy their values the most. Therefore, it is crucial that consumers accurately understand what value they pursue in any consumption situation in order to be rational consumers.

The Mediating Effect of Consumption Value on the Relationship between Consumption Tendency and Purchase Behavior Intention, for Beauty Devices: Analyses across Generations

강다현,김은숙 한국비즈니스학회 2024 비즈니스융복합연구 Vol.9 No.2

In the present study, as a result of the prolonged COVID-19 pandemic, the market for beauty devices for skin care, which collapsed due to the wearing of masks, has expanded, and different consumption patterns have been observed in the main consumers, Millennial and Gen Z (hereafter MZ) and Generation X, due to the increased use of SNS and the economic recession. The polarisation of consumption between MZ and Generation X is intensifying in various consumption patterns, so we studied to see the mediating effect of consumption value in the relationship between purchasing behaviour based on the consumption tendency that appears in MZ and Generation X. We conducted our study totally 510 participants who belonged to either of those three generations, with willing to purchase beauty device products, and analyzed their data using SPSS 25.0. For consumption tendency, its subfactors were trend orientation, brand orientation, impulse buying, and plannedness. Meanwhile, the consumption value’s subfactors were classified into ethical value, functional value, social value, and economic value. Our analyses rendered the following findings. First, among consumption-value factors, the functional value was significantly mediating the association between plannedness (subfactor of consumption tendency) and purchase behavior. Meanwhile, the trend orientation and brand orientation’s effects on purchase behavior intention were mediated by functional and social value. Mean while, the cross-generational analyses showed the follows. First, for MZ consumers, the higher propensity of impulsive buying did not lead to more prioritization of economic value. For generation X, on the contrary, more impulsive-buying propensity was positively associated with emphasis on economic value. Such findings suggest that, further studies will be needed to explain why and how the impulsive buying’s association with economic value appeared differently between MZ and Generation X. Meanwhile, the present findings will serve as crucial marketing data, through which they will be able to develop beauty devices meeting consumer needs, and understand purchase behavior’s main determinants with account on variation in consumption tendency value among different generations.

소비자의 소비가치가 ESG경영 뷰티기업의 브랜드이미지와 화장품 구매의도에 미치는 영향

이나현,김수연,권오혁 대한미용학회 2023 대한미용학회지 Vol.19 No.3

As environmental pollution becomes an increasingly serious issue worldwide and the global climate crisis continues, consumer interest in continuous environmental protection is increasing. In addition, an increasing number of consumers are anticipating corporate social responsibility and specific actions. The purpose of this study is to determine whether the consumption value of cosmetics consumers can affect the brand image of beauty companies that run ESG management and the purchase intentions of consumers. According to the results of the analysis, eco- friendly consumption value, functional consumption value, ethical consumption value, and social consumption value can affect the brand image of beauty companies that conduct ESG management in the order of value. The results of the analysis also demonstrated that ethical consumption value, functional consumption value, social consumption value, and eco-friendly consumption value influence the intention of purchase of cosmetics for beauty companies that conduct ESG management in that order. However, the findings of this study indicated that the rare consumption value did not affect the brand image and purchase intention. Finally, the results of mediating effect analysis, showed that brand image has an important influence on the consumption value of cosmetics consumers for beauty companies that run ESG management. The results of this study demonstrate the need for awareness and the necessity of ESG management according to changes in consumer value and may be helpful to companies in the effort to survive and show sustainable growth in a rapidly changing business environment.

소비의 가치․문화적 요인이 소비생활만족도에 미치는 영향 - 휴대폰과 의복을 중심으로 -

이준영,이은희,유현정 한국소비문화학회 2017 소비문화연구 Vol.20 No.4

In this study, the impact of consumer values/cultural aspects on the satisfaction of consumption life was analyzed. For this purpose, the influence on satisfaction of consumption life was analyzed by first setting variables such as basic human values, consumption culture, consumption value per product, and purchase tendency. The influential relationship between consumption values/ cultural aspects and the satisfaction of consumption life was as follows. The satisfaction of consumption life was observed based on two concepts, which were “closeness to desired ideal” and “satisfaction of objective consumption condition.” For the level of consumer satisfaction in terms of closeness to desired ideal, positive influence was given by factors such as compensation value, economic-oriented type, security-oriented type, eco-friendly-oriented type, self-conscious type, and impulse, but negative impact was given by the enjoying type. Next, for the level of consumer satisfaction in terms of objective consumption satisfaction, positive influence was given by economic-oriented and security-oriented type. The result of analysis on the value orientation per product for cell phones and clothing is as follows. Social value and emotional value were significantly higher for clothing than cell phones in terms of statistics. Functional value was significantly higher for cell phones than clothing in terms of statistics. The generation gap of consumer values/cultural factors is as follows. For the eco-friendly-oriented type, 50 and higher age group was significantly higher than 20’s and 30’s age group in terms of statistics. For the compensation type, 20’s age group was the highest followed by the 40’s age group in the middle. The 50’s age group was found to be the lowest. For the self-expressive type, 20’s/40’s age groups were significantly higher than 50’s age group in terms of statistics. Next, the personal relationship analysis of purchase tendency per product, consumption value, and level of consumer satisfaction was conducted through the structural equation model. The difference found between cell phones and clothing analysis model is as follows. For cell phones, innovation had a positive influence on emotional value, whereas there was no influence on clothing. In addition, innovation and impulse influenced social value for cell phones, whereas innovation and autonomy showed influence for clothing. From the result of observing the influence of purchase tendency on consumer satisfaction, innovation was found to have positive effect on both cell phones and clothing. Autonomy was found to have positive influence on consumer satisfaction only for clothing. The result of analyzing the influence of consumption value per product on the level of consumer satisfaction showed that emotional value and rarity value influenced satisfaction level for clothing. But, for cell phones, no variables were found to have influence. 본 연구는 소비의 가치․문화적 측면이 소비생활만족도에 어떠한 영향을 미치는지 분석하였다. 이를 위해 인간의 기본 가치관부터 소비문화, 제품별 추구 소비가치, 구매성향 등의 변수를 설정하여 소비생활만족도에 미치는영향을 분석하였다. 소비의 가치․문화적 측면이 소비생활 만족도에 미치는 영향관계는 다음과 같다. 소비생활만족도에서는 ‘희망했던 이상에 근접했는가’와 ‘객관적 소비조건에 만족했는가’의 두 가지 개념으로 나누어 살펴보았다. 희망했던 이상에 근접했는가의 소비생활 만족도에는 보수가치, 경제성추구형, 안전추구형, 친환경추구형, 타인의식형, 충동성 등의 요인들은 정적 영향을 주었고, 향유형 요인은 부적 영향을 미쳤다. 다음으로 객관적 소비조건에 만족했느냐의 소비생활만족도에는 경제성추구형, 안전추구형이 정적 영향을 주었다. 휴대폰과 의복의 제품별 추구가치에 대한 분석결과는 다음과 같다. 사회적 가치와 감정적 가치는 의복이 휴대폰에 비해 통계적으로 유의미하게 높았다. 기능적 가치는 휴대폰이 의복에 비해 통계적으로 유의미하게 높게 나타났다. 소비자의 가치․ 문화적 요인의 세대별 차이는 다음과 같다. 친환경추구형은 50대 이상이 20대와 30대보다 통계적으로 유의미하게 높았다. 향유형은 20대가 가장 높았고, 40대가 중간, 50대 이상은 향유형이 가장 낮게 나타났다. 자기표현형은 20대․40대가 50대보다 통계적으로 유의미하게 높게 나타났다. 휴대폰과 의복의 구조방정식 분석모형에서 나타난 차이는 다음과 같다. 휴대폰의 경우에는 혁신성이 감정적 가치에 정적인 영향을 미친 반면에, 의복은 영향을미치지 않았다. 또한 휴대폰은 사회적 가치에 혁신성과 충동성이 영향을 미치는 반면, 의복은 혁신성과 자율성이영향을 미치는 것으로 나타났다. 구매성향이 소비생활만족에 어떠한 영향을 미치는지 살펴본 결과, 휴대폰과 의복모두 혁신성이 정적인 영향을 미치는 것으로 나타났다. 자율성은 의복에서만 소비생활만족에 정적 영향을 미치는것으로 나타났다. 제품별 소비가치가 소비생활만족도에 미치는 영향을 분석한 결과, 의복은 감정적 가치와 진귀적가치가 만족도에 영향을 미친 반면, 휴대폰에서는 어떤 변수도 영향을 미치지 않은 것으로 나타났다.

소비가치 측정을 위한 척도개발 연구

구명진 ( Myoung-jin Koo ),김난도 ( Ran-do Kim ),김소연 ( So-yun Kim ),나종연 ( Jong- Youn Rha ),여정성 ( Jung-sung Yeo ),최현자 ( Hyun-cha Choe ) 한국소비자학회 2015 소비자학연구 Vol.26 No.6

소비자가 소비생활에 있어서 어떠한 선택을 하는지에 영향을 미치는 소비가치는 현대 소비사회와 소비자를 이해하고 예측하는 중요한 키워드이다. 본 연구는 소비환경의 변화를 반영하고 소비생활 전반을 포괄할 수 있는 소비가치 척도를 개발하고, 하위 소비가치들의 소비자 인식 상 위치를 시각화한 지각도를 도출하여 소비가치에 대한 이해를 향상시 고자 하였다. 기존의 소비가치 척도가 주로 초점을 맞추었던 상품에 근거한 소비가치 외에도, 소비생태계의 중요한 요소인 소비자와 소비공동체에 근거한 소비가치들을 고려 여 소비가치 척도의 하위차원과 측정문항을 구성하였고, 소비자설문과 통계적 검증을 통하여 효용지향, 안전지향, 저가지향, 쾌락지향, 심미지향, 혁신지향, 타인지향, 공동체 향, 자율지향, 자기표현지향 등 10가지 하위차원으로 구성된 소비가치의 척도를 최종적으로 개발하였다. 소비가치의 지각도(perception map)는 소비자설문 결과를 활용 서 소비자들이 인식한 소비 가치의 상대적 거리를 반영한 것을 시각화하여서 도출하였고, 소비자의 지각도 상에서 소비가치들은 소비자들이 해당 가치를 추구할 때 판단의 기 이 무엇인가에 따라 판단의 기준이 소비자 자신인 소비가치들과 기준이 타인인 소비가치들로 분류됨을 알 수 있었다. 본 연구는 현대 소비자들이 추구하는 소비가치를 측정하기 위해 포함해야 할 중요한 소비가치 하위차원으로 구성된 척도를 개발하였으며, 소비가치들의 구조에 대한 단서를 제공할 수 있는 지각도를 실증적으로 도출하였다. 본 연구에서 개발된 척도가 소비가치에 대한 이해의 폭을 넓히고, 귀중한 실증 자료를 축적할 수 있는 유용한 도구로 사용되기를 기대한다. Consumption value is a critical keyword to understand and predict contemporary consumer society. The present study aimed to develop a consumption value scale with sub-dimensions including important consumption values which are related with consumption life in general. Furthermore, this study aimed to draw a perception map of consumption values based on empricial data from consumers. From the consumer-ecological perspective, the consumption value scale was theoretically proposed, which embraced not only product-related values but the values derived from consumers and consumption-community. Through the preliminary and the main test, the scale was improved and finally fixed with 10 sub-dimensions including utility oriented value, security oriented value, low-price oriented value, hedonism oriented value, aesthetics oriented value, innovation oriented value, others oriented value, community oriented value, autonomy oriented value and self-expression oriented value. The perception map of consumption values was deducted from the empirical data by MDS methodology, which visualized consumers’ perception on the individual consumption values. According to the loacation of each values on the derived map, the 10 values were categorized into two groups. The value groups located on the left side of the map were the values to be judged by the consumer’s own criteria, while the values on the right side were rather other-directed. The standard of classification was named ‘the judgement criteria’.The present study developed the consumption value scale with sub-dimensions for measuring essential consumption values comprehensively. Futhermore, it also provided the empricial clue on the structural framework of consumption values in consumers`` perception. This study is expected to contribute to help understanding consumption values and provide a useful tool to accumulate valuable empirical data.

감성적 소비가치에 관한 연구 : 소비자혁신성과 신제품 수용도 및 감성적 소비가치 요소의 관계를 중심으로

황민우,정헌배 한국방송광고공사 2007 광고연구 Vol.0 No.77

과거 20~30년 동안 소비자행동 연구에 있어서 이성적 소비행위에 관심이 높았던 반면, 감성적 소비행위에 대해서 는 논의 자체가 미비하였다. 이러한 경향은 신제품 수용 및 소비자 혁신성에 관한 연구에 있어서도 마찬가지였다. 그러나 많은 경우에 있어 소비자의 의사결정행위는 이성적 판단을 통한 효용극대화보다는 감성에 근거한 정서적 만족감을 추구하고 있음을 볼 수 있다. 더욱이 최근에는 제품정보의 범람과 기술의 발달 및 제품품질의 동질화로 제품 간 차이가 무의미해짐에 따라 감성이 직접적인 의사결정 요인으로 제품선택에 영향력을 발휘하고 있다. 따라서 본 연구에서는 소비자 혁신성과 신제품 수용도 사이에서 감성적 소비가치의 매개적 역할과 감성적 소비가치 요소 간의 통합적 관련성을 밝혀 의사결정요인으로서의 감성의 중요성을 규명하고자 하였다. 이러한 내용을 파악하기 위해 소비자 혁신성과 감성적 소비가치의 관계, 감성적 소비가치 요소 간의 관계, 감성적 소비가치와 신제품 수용도의 관계에 대한 가설을 설정하여 검증하였다. 가설검증 결과, 소비자 혁신성이 감성적 소비가치에 영향을 미치고, 감성적 소비가치가 신제품 수용도에 영향을 미치는 것으로 나타나 감성적 소비가치의 매개적 역할이 확인되었다. 또한 감성적 소비가치 요소 간에도 부분적인 영향력이 존재하는 것으로 파악되었는데, 심미적 소비가치가 높을 수록 상징적 소비가치와 쾌락적 소비가치가 높은 것으로 나타났다. 반면, 상징적 소비가치는 쾌락적 소비가치에 유의한 영향을 미치지 못하는 것으로 나타났다. During past 2 or 3 decades, there has been more interest in a ration than in emotion in a theory of consumption behavior. This academic trend is similar to that in the study of new product adoption and consumer innovativeness. However in many cases, consumers, while shopping, pursuit affective satisfaction based on emotion rather than on utility maximization through rational judgement. As the recent overflow of product information, technology development, and homogeneity of product quality obscure the uniqueness of a product, emotion directly affects the product choice process as the purchase decision-making factor. Therefore, the purpose of this study is to verify the mediating role of emotional consumption value between consumer innovativeness and new product adoption, and to confirm integrated casuality among consumption value’s components-aestheticism, symbolism, and hedonism. To achieve these goals, 9 hypotheses are made on the relation between consumer innovativeness and emotional consumption value, on that between emotional consumption value and new product adoption, and on that among emotional consumption value’s components. As a result of proving 9 hypotheses, all hypotheses except one are supported. Mediating role of emotional consumption value between consumer innovativeness and new product adoption is proved by the consumer innovativeness, which affects the emotional consumption value, which affects the new product adoption. And, the partial casuality among the component of emotional consumption value is proved to exist, because the aesthetic consumption value had a strong positive relation with symbolic and with hedonic consumption value while the symbolic consumption value did not have a significant influence on hedonic consumption value.