Generative Tools를 활용한 소비자니즈의 추출과 분석

황혜선 ( Hye Sun Hwang ),김기옥 ( Kee Ok Kim ) 한국소비자학회 2012 소비자학연구 Vol.23 No.2

본 연구에서는 소비자의 잠재된 니즈에 접근할 수 있는 Generative Tools를 활용하여 소비자니즈를 추출하고 이를 분석할 수 있는 모형을 제안하고자 하였다. 이를 위하여 먼저 이론적 고찰을 통해 소비자니즈가 발생하는 배 경과 구체적으로 형성되는 과정에 근거한 소비자니즈의 분석을 위한 연구모형을 수립하였다. 연구모형은 소비자니즈가 형성되기까지의 과정에 영향을 미치는 소비자의 개인적·환경적 요인으로 구분하여 구성하였다. 소비자니즈의 형성과정에 영향을 미치는 개인적 요인은 소비자가 평가하는 자신의 자원(대처자원)이고, 환경적 요인은 자신을 둘 러싼 심리적 환경(경험맥락)에 대한 평가이다. 대처자원과 경험맥락의 평가는 각각 주관적 측면의 평가와 객관적 측면의 평가로 구분되었다. 다음으로 소비자니즈의 추출 및 분석을 위해 두 단계로 구분된 조사 1과 조사 2를 진행 하였다. 조사 1에서는 Generative Tools를 활용하여 소비자의 마음 속 깊은 곳에 존재하는 니즈까지 추출하기 위 한 조사 및 분석을 수행하였다. 구체적인 조사 1의 조사 주제는 서로 다른 특징을 가진 세 가지 소비자 생활영역으 로 개인적 생활영역, 가족생활영역, 가족 및 타인과의 여가생활영역에서 한 가지씩의 주제를 선정하였다. 각각 선정 된 주제는 학습, 주방, 촬영기기 관련 활동이다. 세 주제영역에서 추출된 니즈의 공통성을 분석한 결과 두 개의 축 으로 구성된 소비자니즈의 유형이 도출되었다. 두 축은 자아관련-타인관련의 축과 기능관련-감성관련의 축이다. 조 사 2에서는 조사 1에서 조사된 네 가지 유형의 니즈가 형성되기까지의 과정에 영향을 미치는 소비자의 개인적·환경 적 요인을 구조방정식모형으로 분석하였다. 소비자니즈의 분석은 각 생활영역에 대해 대처자원과 경험맥락에 대한 주관적·객관적 평가의 요소로 구성되는 연구모형을 통해 세 가지 주제영역에서 각각 도출된 네 가지 유형의 소비자 니즈에 영향을 미치는 요인이 무엇인지 규명하였다. This study aimed to construct a framework of consumer needs for systematical research and analysis to develop products based on the needs. Producing what consumers really want is the primary way to enhance consumer welfare not only directly but also indirectly. For the former instance, consumers can choose the products which meet their needs, thereby maximizing the satisfaction. Not only this but also product developers as companies may concentrate on producing products according to the needs, which concludes effective and efficient distribution of resources. Finally, consumer welfare would be raised with need-oriented production. For this perspective, consumer needs should be treated as the most crucial issue in the development process of products and analyzed thoroughly. Nowadays, most of companies are trying to apply consumers` needs to their products by researching them with surveys, interviews, observations, or other techniques. The methods generally used in consumer research, however, cannot approach to tacit and latent needs which exist deep inside the consumers` mind. Consumer needs which cannot be articulated by words may not be expressed with verbal techniques such as surveys or types of interviews. Even the techniques researching consumers by observing what they do have another limitation catching only behavioral expressions. Furthermore, many companies design consumer research from their perspectives as which attempting to research consumer needs within their product categories or business fields. This tendency precludes consumers from expressing their needs freely, but locking in the given boundaries. On the other hand, product developers may not be familiar with the circumstance of consumers, which makes them hard to understand why consumers want something. The products developed without sufficient understanding of consumers` life cannot resonate with consumers. This study aimed to suggest a model to analyze consumer needs by applying a technique, Generative Tools, which approaches even to latent needs. A model suggested on this study is to be used as a framework of analysis of consumer needs. For this purpose, a two-step research was conducted: Research 1 by Generative Tools and Research 2 by a structural equation model. In Research 1, consumer needs were extracted from three themes(learning, kitchen, and imaging device). The consumer needs were researched by Generative Tools to apply to the theoretical consumer needs analysis model. The needs research themes were selected according to the consumer life domains as origins of consumer needs. Three themes were selected: learning activities for personal life domain, kitchen activities for family life domain, and activities using image capturing devices for leisure life domain with family and others. The consumer needs structured into a common 2-axis typology of consumer needs: self-oriented/others-oriented axis and functional/emotional axis. Based on the 2-axis typology, consumer needs were classified into four consumer needs types. These four types of consumer needs were applied to the structural equation model of Research 2 to verify the consumer needs analysis model. From Research 1, four types of consumer needs combined by the typology were analyzed by a structural equation model in Research 2. The model was designed to indentify different needs development and elaboration by a three-stage appraisal model, which is "consumer needs analysis model." The model was based on theoretical studies including Lewin`s field theory and cognitive appraisal and interaction studies. The consumer needs analysis model was constructed theoretically with the dualistic structure of consumer needs origin and elaboration. The consumer needs origin consists of interaction between person and psychological environment. A person`s characteristics are affected by surroundings which are related to his/her life called psychological environment. Reversely, a person can also change the surroundings. The interaction between a person and his/her psychological environment is the origin of consumer needs, which are elaborated by an appraisal process of the both: a person and the environment. The appraisal of a person is composed of evaluation of the personal coping resource, and the environment is appraised by evaluating the experience context surrounding consumers as a psychological environment. The experience context is appraised by goal relevance, goal congruence, and possibility of development with both objective and subjective criterion. The coping resource is composed of objective and subjective resources which intervene in the appraisal of the experience context, which affects the process of consumer needs elaboration indirectly. As a result, the consumer needs analysis model differentiates the characteristics of the life domains and the distinguishing types of the consumer needs. Consumer needs of learning are generally affected by subjective appraisal about one`s possibility of development, whereas objective appraisal about the possibility of development has negative effect to self-oriented consumer needs. All the types of consumer needs about kitchen are positively affected by objective goal relevance. It means the housewives have more needs about better kitchen when they regard their kitchen as a place they are required to work for a job. Also, the more they evaluate their subjective possibility of development the more self-oriented functional needs are extracted. It is a difference between learning and kitchen themes that housewives have their needs based on objective evaluations because kitchen is a place to share with other family members and to work for housewives while learning is one of the personal life domain. From the theme of imaging device, four types of consumer needs are positively affected by objective goal relevance, whereas negatively affected by subjective goal relevance. It means that the imaging device users care about other people because the activity using an imaging device is observable. The results from the three themes show that the model elucidates the process of consumer needs elaboration based on the theories, and predicts the different types of the consumer needs by identifying what variables have influence. This result proposes a guideline to research and analyze consumer needs by a more consumer-centered research method in depth.

새로운 소비자욕구모델

전인수(In-Soo Jeon),김은화(Eun-Hwa Kim) 연세대학교 경영연구소 2009 연세경영연구 Vol.46 No.2

지금까지 생필품의 시각으로 소비자의 욕구를 설명하려 한 근시안에서 벗어나기 위해 새로운 소비자욕구모델을 모색하는 것이 본 연구의 목적이다. 소비자욕구를 설명하는 기존모델은 위계모델과 차원모델이다. 이들 모델은 소비자의 욕구가 경제적 여건에 따라 진화함을 설명하지 못하고 있고 또한 제품의 구입, 사용, 처분 등의 소비 과정에 대한 욕구를 설명하지 못하고 있다. 따라서 본 연구에서는 소비자욕구의 진화와 구입, 사용 및 처분과정을 감안하여 새로운 기본모델을 제시하였으며 다음과 같이 요약할 수 있다. 먼저, 제품이나 서비스 및 소유재산에 대한 소비자욕구는 차원과 영역으로 나눌 수 있다. 다음으로, 욕구차원은 기능적 욕구, 쾌락적 욕구, 상징적 욕구, 정신적 욕구로 나누어진다. 세 번째로, 욕구영역은 제품과 서비스에 대한 본원적 욕구와 소비과정상의 욕구로 나누어진다. 끝으로, 소비과정상의 욕구는 구입상의 욕구, 사용상의 욕구, 처분상의 욕구 등으로 나누어진다. 특히 처분상의 욕구는 내구성 소비재를 설명하는데 중요하여 추가하였다. 이러한 네 가지 논리에 근거하여 4×4 매트릭스를 소비자욕구의 기본모델로 제시하였다. Until now there has been the myopia of consumer packaged goods which define and explain consumer needs and wants through a narrow window, that is, fast moving consumer goods. Thus, it can’t be explained the consumer needs of luxury brand and high-price possessions. The objective of this study is to define the new model of consumer needs to explain consumer packaged goods and other high-price possessions. There exists two model, hierarchy model and dimension model which fits consumer packaged goods. The limits of these models are not to able to explain an evolution of consumer needs according to individual economic welfare and consumer needs about the process of purchasing, usage, and reselling consumer possessions. In this study, the new model, that is, called, basic model which is a platform able to explain other possessions and business including consumer packaged goods. The new model of consumer needs are defined and classified as follows. First, consumer needs are defined as generic needs and consumption cycle needs of goods, services, and possessions. Secondly, the generic needs are classified as functional needs, emotional/hedonic needs, symbolic needs, and cultural needs. And also, the process needs are classified as purchasing needs, usage needs, and resale needs. Finally, new model is a 3×4 matrix, of which vertical line is process needs and horizontal line is generic needs.

정보화 사회에서의 소비자문제에 따른 소비자정보요구 및 교육요구에 관한 연구 : 인터넷 상거래를 중심으로 -Focused on E-commerce-

류미현 대한가정학회 2002 Family and Environment Research Vol.40 No.12

The purpose of this study was to identify the degree of experience and the consumer problem perception on its seriousness in relation to E-commerce in information society and how much consumers wanted to be provided with consumer information and education. The major findings of this study were as follows: 1. The consumers showed the highest degree of consumer information needs related to the protection of private information and the highest degree of consumer education needs related to consumerism/law/method of compensation for damages. 2. The consumers showed the highest level of anxiety at a time of e-commerce in to the total cai teal effect of the variables influencing consumer information needs and the variable of sex(male university students)showed the greatest total causal effect in relation to consumer education needs.

소비자의 상위 욕구 충족을 통한 디자인의 선호성 향상에 관한 연구 : 연관 디자인심리 원리와 공간디자인에의 적용사례 분석

이정민 ( Lee Jeongmin ) 한국공간디자인학회 2020 한국공간디자인학회논문집 Vol.15 No.7

(Background and Purpose) Human-centered design is a major design paradigm in the contemporary era. As the proportion of service industry has increased, companies have become interested in the consumer experience that creates high added-value. When companies sell the product, they want to maximize its value by providing it in combination with experience, story, and service. Therefore, companies want to reflect psychological features of consumers in their designs in order to increase consumer preference. To support theses social and economic changes, this paper studies psychological principles of design. In particular, it analyzes psychological principles for improving consumer preference in relation to satisfying upper-level needs of consumers in the need hierarchy. Through this, the research intends to provide systematic information necessary to design high-quality consumer experiences. (Method) This study was conducted through literature review, case analysis, and field study. Chapters 2 and 3 were done with literature review, and chapter 4 was proceeded with case analyses of spatial designs. Data for case analysis was collected through field studies, interviews, literature, and articles. (Results) This paper analyzed psychological principles of design regarding belongingness and love needs, esteem needs, and self-actualization needs in Maslow's Need Hierarchy. First, experiential focus for each stage of needs were analyzed and were categorized into familiarity(pursuit of conservative experience), newness(pursuit of innovative experience), and balance(pursuit of midroad experience). The next step was to analyze psychological principles associated with these three foci. In relation to familiarity(pursuit of conservative experience), Bandwagon Effect, Preference for Archetype, Preference for Golden Ratio, Light-from-above Assumption, and Preference for Anthropomorphism were analyzed. Concerning newness(pursuit of innovative experience), Snob Effect and Scarcity Effect were analyzed. With regard to balance(pursuit of midroad experience), MAYA Principle, Mere Exposure Effect, and Flow Theory were analyzed. In Chapter 4, through case analyses of spatial designs, it was confirmed that all of these principles can be properly applied to spatial designs. Also, it was found that among the design components of spatial designs(exterior, interior, and display/contents), the one to which these principles are most frequently applied is the display/contents part. (Conclusions) Psychological principles for familiarity are associated with belongingness and love needs. In this study, more principles related to familiarity were analyzed compared to newness or balance. This result is consistent with the claim of Maslow's Need Hierarchy (lower needs are stronger, and only after lower needs are fulfilled, higher needs will be evoked). Therefore, if a brand targets a wide range of consumers, the priority should be given to the psychological principles related to familiar experiences. However, in this study, it was also confirmed that a brand needs to provide a new and innovative experience if it targets highly segmented consumers who seek esteem needs, or self-actualization needs.

언어와 비언어적 연구방법의 융합을 통한 소비자니즈 분석: 소비자니즈의 차원과 도구의 차이

김기옥 ( Kee Ok Kim ) 한국소비자학회 2014 소비자학연구 Vol.25 No.3

본 연구의 목적은 언어와 비언어적 연구방법을 융합한 Generative Tools라는 연구방법으로 소비자니즈를 구성하는 기초 차원을 도출 구성하고, 다양한 도구들로부터 얻은 결과를 비교함으로써 각 도구의 소비자니즈 추출 효과를 비교하는 것이다. 본 연구의 데이터는 소비자니즈를 조사한 세 편의 이전 연구에서 수집한 것이다. 세 편의 연구는 대학생의 학습지원 디바이스, SNS를 이용한 청소년의 건강관리서비스, 그리고 동네병원의 건강관리서비스를 기획 디자인하기 위해 Generative Tools를 적용하여 소비자니즈를 분석한 것이다. 이상의 소비자니즈 결과들로부터 소비자니즈를 구성하는 세 개의 기초 차원을 도출할 수 있었고, 이들 세 개의 차원들은 8개 유형의 소비자니즈로 구조화 할 수 있었다. 세 개 차원, 8개의 소비자니즈 유형을 이용하여 다양한 도구들간의 차이를 비교하였다. 워크북과 3차원 모델링은 기능적이고 개선 가능한 니즈를 추출하는 데에 우수한 것으로 나타났고, 꼴라주는 감정적 니즈를 드러내는 데에 우수한 것으로 나타났다. 젊은 세대일수록 자신의 능력의 한계를 뛰어 넘을 수 있거나 마음대로 할 수 있기를 희망하는 니즈가 나타난 반면, 성인들은 현재의 상황을 개선하는 소극적 범위의 편협한 니즈를 드러내었다. The objectives of this study are to discover underlying dimensions of consumer needs with generative tools that converges verbal and non-verbal methods and to compare the effect of a tool in eliciting consumer needs by comparing results obtained by different tools. Three previous projects of searching consumer needs are utilized as the data for this study. The projects were about university students’ needs on devices supporting studying; SNS (social network service) based health care service design for teenagers, and health care service design for local hospitals. Three dimensions are found and the combinations of the three produce eight types of consumer needs. The three dimensional eight type framework of consumer needs is applied for comparing differences among different tools. Workbooks and 3-D modeling proved to be good tools in eliciting functional and improvable needs, while collages turned out to be good tools for revealing emotional needs. The younger generation reveals their willingness to extend their capabilities and be empowered, while adults’ scopes are much narrower within the boundary of improvements in their current situations.

소비자 구매행동은 혈액형과 연관이 있는가?

석관호 ( Kwan Ho Suk ),구지은 ( Ji Eun Koo ) 한국소비자학회 2012 소비자학연구 Vol.23 No.2

소비자의 혈액형에 따라 시장을 세분화하거나 제품을 추천하는 혈액형 마케팅이 빈번히 사용되고 있다. 본 연구 는 이와 같은 혈액형 마케팅이 과학적인 사실에 바탕을 두고 있는 지를 검증하고자 하며, 이를 위해 소비자 구매결정 과정에 영향을 미치는 개인의 소비행동 특성변수에 초점을 맞추어 해당 변수가 혈액형과 관련이 있는 지를 연구 하고자 한다. 소비자 행동 연구에 따르면 소비자 구매결정은 총 5개의 단계로 구성되는데, 욕구의 인지. 정보탐색, 대안의 평 가, 구매, 구매 후 행동으로 이루어진다. 소비자 개인의 특성변수는 (1) 소비자 구매결정 각 단계와 관련성이 있는 지, (2) 혈액형에 대한 특성을 반영할 수 있는 지를 기준으로 선택되었다. 그 결과 욕구 인지 단계에서는 소비자의 독특성 욕구(need for uniqueness), 정보 탐색 단계에서는 인지 욕구(need for cognition), 대안 평가 단계에서 는 위험추구(risk taking) 성향, 구매 단계에서는 충동구매(impulse purchase) 성향, 구매 후 행동 단계에서는 불평행동(complaining behavior)이 개인 특성변수로 선정되었다. 사전조사에서는 혈액형별 성격과 혈액형별 소비행동의 특징에 대한 지식, 그에 대한 믿음을 측정하였다. 그 결과, 혈액형과 성격 간의 관계에 대해서는 대부분의 응답자들이 알고 있으며, 절반 이상의 응답자가 실제로 두 변수간의 관련성을 믿고 있는 것으로 나타났다. 혈액형과 소비행동 간의 관계에 대한 지식이나 믿음은 상대적으로 약하지만 27%의 응답자가 혈액형과 소비행동 특성간의 관련성에 대해 보통이상으로 인지하고, 37%의 응답자가 혈액형과 소비행동 특성의 관련성에 대해 보통 이상의 믿음을 가지고 있는 것으로 나타났다. 사전조사에서는 또한 독특성 욕 구, 인지욕구, 위험추구 성향, 충동구매 성향, 불평행동과 같은 소비행동이 어떤 혈액형에서 가장 많이 나타날 지에 대한 믿음(lay belief)을 측정하였다. 그 결과 응답자들은 각각의 혈액형이 특정 소비행동과 밀접히 연관되어 있음 을 강하게 믿고 있는 것으로 나타났다. 구체적으로는 AB형은 독특성 욕구가, A형은 인지욕구가, B형의 경우 위험 추구 성향, 충동구매 성향, 불평행동이 두드러질 것이라 믿고 있었다. 첫 번째 실증 연구에서는 대학생들을 대상으로 앞서 선정한 개인의 다섯 가지 소비행동 특성변수를 측정하였다. 분석 결과, 혈액형은 소비행동 특성변수와 관계가 없는 것으로 나타났다. 다섯 개의 소비자 개인 특성변수 모두 혈액형에 따른 차이를 보이지 않았으며, 이는 혈액형과 소비행동 간에 유의미한 관계가 없음을 나타내는 결과라 볼 수 있다. 두 번째 실증 연구에서는 독특성 욕구, 인지 욕구, 위험 추구 성향, 충동구매 성향을 자기 보고(self-report)가 아닌 다양한 선택 상황에서의 소비자 의사결정을 통해 측정하였다. 그 결과, 첫 번째 연구와 마찬가지로 혈액형에 따른 차이를 보이지 않았다. 본 연구의 결과들은 일반적인 믿음과는 달리 혈액형과 소비행동 간에는 유의한 관계가 없음을 보여주었다. Market segmentation and product differentiation based on consumers` blood type is frequently practiced in Korea. For example, a fusion bar recommends different side dish menus to consumers with different blood type. This research investigates whether the blood type marketing is grounded by scientific evidence showing consumers behavior is related to blood type. This research examines associations between blood type and five dimensions of consumer behavior characeristics that are related to consumer buying decision process. Research on consumer behavior has suggested that consumer decision making consists of five sequential decision stages: Need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior. We selected five consumer behavior characteristic variables that are related to each stage of the decision making process and are supposedly related to lay beliefs about the characteristics of blood type. Specifically, we selected need for uniqueness (need recognition), need for cognition (information search), risk taking (evaluation of alternatives), impulse buying (purchase), and complaining behavior (postpurchase behavior) that represent the buying decision process. This research examined whether the five consumer behavior measures are related to blood type. A pretest explored university stduents` knowledge and beliefs about the relationship between blood type and personality and the relationship between blood type and consumer behavior. Respondents were well aware of the personality characteristics of each blood type and more than half of the respondents believed that personality and blood type are related. Beliefs and knowledge about the relationship between blood type and consumer behavior were weaker compared with those of the relationship between blood type and personality. We also measured lay beliefs about which blood type consumer is most likely to be related to need for uniqueness, need for cognition, risk taking, impulse buying, and complaining behavior. The results showed that the respondents have strong lay beliefs about the association between blood type and specific consumer behaviors. Respondents believed that need for uniqueness is most strongly related to blood type AB and be weakly related to blood type A or O. Need for cognition is strongly related to blood type A, but weakly related to other types. Consumers with blood type B are believed to be most likely to seek risk, buy with impulse, and complain after experiencing dissatisfaction. In sum, these findings suggest that people have stereotypes of blood type with respect to certain dimensions of consumer behavior. Study 1 examined the relationship between respondents` blood types and the five dimensions consumer behavior characteristics. In the study, respondents self reported their consumer behavior traits such as need for uniqueness, need for cognition, risk taking, impulse buying, and complaining behavior. We also manipulated the order in which ABO blood type is measured. In the ABO first condition, blood type was measured before measuring the five consumer behavior traits. In the ABO last condition, blood type was measured after the five consumer behavior measures. It was expected that, as gender stereotypes, measuring blood types first should activate blood type stereotypes, resulting in greater differences across blood types. The results of study 1 showed that blood type is not related to consumer behavior. For all the five consumer behavior measures, we found no significant differences across the consumers with different blood types. In addition, activation of blood type stereotype did not change the result. The findings of this study indicate that there is no significant relationship between blood type and individual difference characericists of consumption behavior. One shortcoming of Study 1 is that consumer behavior characteristics were measured by self-reports, which may not reflect actual consumer decisions. Therefore, we conducted Study 2 Study 2 further examined whether blood type is related to various consumer decisions that are related to need recognition, information search, evaluation of alternatives, and purchase. Specifically we tested the relationship between consumers` blood type and purchase of unique options (i.e., need for uniqueness), decision making time (i.e., need for cognition), choice of risky option (i.e., risk taking), and impulse buying intention (impulse buying). Specifically we tested whether respondents` blood types were reslated to various consumer decision makings such as the extent to choose unique versus ordinary choice options, the amount of time taken to search for product information before making choice decisions, the likelihood of choosing risky over safe options, and their willingness to buy without planning in a given purchase situation. The results showed that blood type was not significantly related to these consumer decision makings In sum, the results of the current research demonstrate that consumers` blood types are not strongly related to consumer behavior, contrary to some beliefs that blood types are related to certain types of consumer behavior. However, future research using different methods (e.g., analyzing shopping data of different blood types) should present more compelling evidence regarding the association between blood type and consumer behavior. Another direction for future research is to test the influence of blood type marketing on consumer perception, attitude, and purchase behavior.

청소년소비자의 기부에 대한 소비자교육 요구 연구

류미현 한국소비자정책교육학회 2015 소비자정책교육연구 Vol.11 No.4

윤리적 소비 실천의 중요성과 함께 기부에 대한 관심이 점차 높아가고 있지만 청소년소비자들의 기부참여는 현재 까지는 높지 않은 실정이므로 기부에 대한 소비자교육이 필요함을 알 수 있다. 따라서 청소년소비자들의 기부에 대한 소비자교육의 효과성을 높이기 위해 소비자교육 요구의 내용 및 교육주체의 파악은 중요하리라 본다. 또한 기부에 대한 소비자교육 요구에 영향을 미치는 변수를 파악함으로써 소비자교육의 기초자료로 제공하고자 하였다. 본 연구에서의 주요한 결과를 제시하면 다음과 같다. 우선, 기부에 대한 소비자교육(내용)의 요구 수준은 보통 을 약간 상회하였으며, 하위 요인에서는 기부효과에 대한 소비자교육 요구가 가장 높았고 그 다음은 기부의미 및 방법, 기부활동에 대한 소비자교육 요구 순으로 나타났다. 교육주체에서는 학교에서 기부에 대한 소비자교육을 받기를 가장 많이 요구하는 것으로 나타났다. 이는 청소년소비자들이 기부에 대한 소비자교육을 받기에 학교가 시간적, 공간적 접근성이 가장 높은 곳이기 때문일 것이다. 둘째, 기부에 대한 소비자교육 요구에 가장 큰 영향 을 미친 변수로는 기부의도로 나타났고 그 외에 영향을 미치는 변수는 기부인식, 공동체의식, 기부관여도, 재능 기부 참여경험(유) 등이었다. It is important to practice ethical consumption, and people are paying more and more attention to donation; however, adolescent consumers’ participation in donation is not yet very much. Therefore, it is needed to provide donation consumer education for them. In order to enhance the effectiveness of donation consumer education for adolescent consumers, it is important to understand their needs for donation consumer education and the subject education. Moreover, by figuring out the variables influencing their needs for donation consumer education, this study was aimed to provide foundational material for consumer education. For the study, this study selected adolescent consumers attending middle and high schools located in Seoul. The major findings of this study are as follows: first, the level of their contents needs for donation consumer education was slightly higher than the average. Regarding the subfactors, their consumer education needs for the effects of donation was the highest, and the next were the meaning and methods of donation and consumer education needs for donation activity in order. Concerning their needs for donation consumer education by subject education, the highest need was found in getting donation consumer education at school. This may be because their school is the place most accessible in terms of time and space in the aspect that adolescent consumers can receive donation consumer education. Second, the variable that influenced their needs for donation consumer education the most was intention for donation, and the next were donation perception, community spirit, donation involvement, and monetary and material donations(yes) in order.

소비자행동의 동기에 관한 기초연구 : 욕구이론을 중심으로 around the theory of needs

黃敬愛 진주산업대학교 1990 論文集 Vol.28 No.-

This study was designed to clarify consumer behavior as important problem of the Consumer Science. The major purpose of this study was to find out the motivation related to consumer behavior. Following items are analyzed: 1) Definition of Consumer Behavior 2) Theory of motivation of Consumer Behavior 3) Concept of Consumer Needs 4) Classification of Consumer Needs 5) Concept of vanity 6) Alternatives for desirable motvation in Consumer Behavior The result of this basic study, I hope, is to help evaluating consumer needs, and give useful materials to consumers.

소비자 선호와 라이프 스타일에 기초한 컨셉트 제품의 감성 이미지 분석

황상민,김지연 한국소비자·광고심리학회 2004 한국심리학회지 소비자·광고 Vol.5 No.1

At this research, we have tried to identify the features and functions of concept products for digital house at near future in line with the life style of consumers and their needs. Although consumers' implicit needs has to be explored for developing future concept products, there has not been sufficient efforts to set up evaluation model to be applied during the product development. This research aims to identify the consumers' subjective response on 'concept products' in line with their life style, and evaluate the ways to relate the psychological needs to the products. For this research, 69 concept products have been evaluated by 23 participants aged between 20-30. Subjective responses of consumers were extracted by Q-methodology, and their preference responses on products were evaluated by their response from the life style scale. The concept products for future house were classified by three categories reflecting different psychological needs; 'Smart House Type', 'Sweet House Type', 'Selfish House Type'. Three types of concept products were also the examples of three different types of life styles through which are reflected on the products. At this research, we could identify how the consumers' life style and psychological needs are expressed on the specific functions and designs of consumer products. Through this research, we could propose a methodology to relate the consumer culture and life styles into the function and image of products. 본 연구는 미래의 디지털 하우스에 필요한 ‘컨셉트 제품(concept products)’의 특성과 기능에 관련된 소비자의 라이프 스타일과 심리적 욕구가 무엇인지를 분석하고 평가하는 작업이다. 미래의 컨셉트 제품을 개발하기 위해서는 소비자의 잠재적 욕구가 반영되어야 함에도 불구하고 제품 개발 과정에서 적용될 수 있는 평가모델(evaluation model)은 제시되지 못했다. 본 연구에서는 ‘컨셉트 제품’에 대한 소비자의 주관적 반응을 이들의 라이프 스타일 유형에 기초하여 해석하고, 특정 소비자 집단의 심리적 욕구가 컨셉트 제품에 어떻게 반영되는가를 평가하였다. 연구 대상은 미래 가정에서 사용될 수 있는 69개의 컨셉트 제품이었으며, 평가자는 23명의 20-30대 남녀 소비자였다. 컨셉트 제품에 대한 소비자의 심리적 욕구는 Q 방법을 통해 추출되었으며, 이 선호 반응은 평가자의 가치와 라이프 스타일에 근거하여 평가되었다. 미래 가정을 위한 ‘컨셉트 제품’은 ‘Smart House형’, ‘Sweet House형’, ‘Selfish House형’의 세 가지 심리적 욕구 유형으로 나타났다. 각 유형은 소비자의 라이프 스타일과 연계되어 컨셉트 제품에서 추구되는 기능과 이미지로 구체화되었다. 본 연구를 통해 소비자의 심리적 욕구가 컨셉트 제품의 세부적인 기능과 디자인 이미지에 어떻게 반영될 수 있는지를 구체화하였다. 이 연구는 향후 소비자 문화와 개인의 라이프 스타일에 기초한 정보를 컨셉트 제품의 기능과 이미지로 통합시키는 방법론을 제공한다.

다문화가족의 소비자교육 현황 및 소비자교육 내용별 필요도 연구

박혜영(Park, Hye-Young),김시월(Kim, Si-Wuel) 한국소비문화학회 2012 소비문화연구 Vol.15 No.3

현재 다문화가족인 결혼이민자들이 증가하고 있으며, 이들의 한국사회 적응을 위한 여러 분야에서의 교육을 필요로 하고 있다. 그 중 소비자로서 한국사회에 적응을 위한 기초적인 교육이 바로 소비자교육이며 이러한 시민으로서의 소비자교육은 매우 필요하다. 실제, 전국 8개 지역에 거주하는 다문화가족의 결혼이민자들을 대상으로 경제, 소비현황에 대한 설문조사를 실시한 결과 응답자 중 76.4%가 소비자경제교육이 필요하다고 응답한 것으로 나타났다. 하지만, 현재 결혼이민자들이 한국생활에 잘 적응하기 위한 교육들이 다양하게 제공되고 있는 것에 비해 이들에 대한 소비자교육은 매우 부족한 실정이다. 또한, 다문화가족의 결혼이민자들에 대한 소비자교육에 관한 연구들은 매우 드물며, 결혼이민자들 또는 다문화가족들과 접촉하며 그들의 한국생활 정착과 안정을 위한 교육을 담당하고 있는 다문화가족지원센터와 그 종사자들에 대한 조사와 연구는 전무한 실정이다. 따라서 본 연구에서는 다문화가족의 소비자교육 실태와 소비자교육 내용별 필요도는 어떠한지를 다문화가족지원센터 종사자를 대상으로 조사하고, 그에 따른 영향요인을 분석한 뒤 다문화가족에게 필요한 프로그램의 시행을 위한 기초자료 제공과 현재 다문화가족지원센터에서 실시하는 소비자교육 프로그램 및 매뉴얼을 구체화하는데 활용될 수 있는 기초자료를 제공하는 것을 목적으로 하였다. 연구의 결과, 첫째, 다문화가족지원센터의 소비자교육 현황에서 담당자는 관련 교수, 외래강사 등과 같은 전문가를 통한 교육이 62.3%였고, 단체 종사자 중 소비자학 전공자는 3.3%에 불과하여 다문화가족들에게 전문적 소비자교육을 실행할 수 있는 전문적인 인적자원의 확보가 요구되었다. 둘째, 소비자교육용 자료는 ‘강사에게 교육용 자료를 분담’하는 경우가 가장 많았으며, 소비자단체 등과 연계된 체계적인 교육용 자료가 필요한 현실이다. 소비자교육 필요 이유로 ‘실생활에 바로 활용할 수 있는 교육의 실현’이 가장 높은 수준으로 나타나 다문화가족을 위한 실생활에서 직접 응용할 수 있는 체험적 소비자교육이 매우 필요함을 알 수 있다. 셋째, 다문화가족지원센터의 종사자가 인지하는 소비자교육 내용별 필요도를 살펴보기 위하여 척도개발 및 검증을 해 본 결과, 본 연구의 척도가 타당한 것으로 검증되었으며, 이를 구체적으로 확인한 결과, 소비자 문제의 해결, 공동체와 소비자, 소비문화 트렌드, 구매의사결정과정과 구매, 사용이 다문화가족지원센터 소비자교육의 내용별 필요도에 유의하게 나타났고, 각 측정문항들도 각각 유의한 효과를 보였다. 이러한 연구결과, 국내에 증가하는 다문화가족의 소비자교육 실행을 위한 종사자들의 요구도 분석의 척도를 구성하고 검증하였으며, 이를 활용하면 관련 정책 및 지원의 기초자료가 될 것이며, 다문화가족을 위한 체험적 소비자교육의 필요성을 알 수 있다. In that sense, the present study has examined the status and contents need of consumer education in multi-cultural family support centers and analysed relevant influence factors with a view to providing basic data applicable to prevent administrative waste resulting from applying programs to multi-cultural families, to implement practical programs necessary for multi-cultural families and to develop consumer-education programs and manuals to be used in the established multi-cultural family support centers. This study has found the following points. First, 62.3% of consumer education is performed by experts like professors and external instructors. No more than 3.3% of employees working in organizations for multi cultural families majored in consumer science. These findings suggest that specialized human resource needs obtaining as soon as possible to educate consumers from multi cultural families. Second, regarding materials for consumer education, most respondents said they had instructors take care of those materials. This finding implies that systematic materials for education in connection with consumer organizations are highly necessary. Concerning why consumer education is needed, most respondents chose ‘the education should be immediately applicable to actual living,’ which indicates that applicability in real life is highly required for consumer education provided for multi-cultural families. Third, in view of necessary content related to consumer education, ‘decision-making process, purchase and use’ have been found highly necessary with 4.45 points and the other content areas have scored above 3.5 points. This suggests that every content associated with consumer education is much needed.