유통업체 브랜드 소비가치에 관한 에스노그래픽 연구

국문 초록 (Abstract)

소비가치는 소비자의 다양한 인지적, 감정적 요인을 내포하는 역동적, 복합적, 함축적인 본질을 지니고 있기 때문에 다양한 관점에서 연구가 진행되어 왔다. 더욱이, 기존의 다수의 국내 연구들이 해외에서 연구된 소비가치 차원에 대한 검증을 중심으로 이루어져온 경향이 있어, 동․서양의 사고 및 문화 차이를 반영하는 국내 소비자 주도적 관점에서의 소비가치에 관한 연구가 필요하다. 또한 최근 다각화된 브랜드 포트폴리오 전략으로 성장 중인 유통업체 브랜드에 초점을 둔 소비가치 도출은 실무적으로도 유용한 전략적 시사점을 줄 수 있을 것이다.
본 연구는 소비 경험과 관련된 가치 연구에 있어서 유용한 방법론으로 활용되어 온, 해석학적 접근 방법의 일종인 에스노그래픽 연구를 통해 계량적 접근 방법만으로 도출하기 어려운 소비자들의 소비가치와 구매 심리를 심층적으로 분석하고자 하였다. 이에 따라 영역분석(domain analysis)과 분류분석(taxonomy analysis)을 활용하여 총 7가지 가치를 도출, 이를 소비자 행동 이론 관점에서 분석하였으며 각각의 가치는 다음과 같다. 심미적(aesthetics value)가치(①아름다운 디자인의 소유, ②소소한 미적 즐거움), 상황적(conditional) 가치(①유통업체의 매대 장악력, ②익숙함이 주는 친근함), 기능적(functional) 가치(①제조업체 브랜드 품질 경쟁력 상실, ②제조업체 브랜드 가격에 대한 반발 심리, ③경제적 가격, ④유통업체 브랜드의 품질력, ⑤유통업체 브랜드의 진화, ⑥빠르고 편한 구매), 사회적(social) 가치(①타인에게 과시, ②타인과의 연결성), 탐험적(epistemic) 가치(①맛의 탐험, ②지적인 호기심, ③세련된 트렌드 세터), 감성적(emotional) 가치(①진정성추구, ②자신의 구매 합리화, ③행복), 신뢰적 가치(①유통업체 母기업 브랜드에 대한 신뢰감, ②유통업체의 혁신 노력 ③정확한 정보에 대한 믿음)이다.

다국어 초록 (Multilingual Abstract)

Consumption value has been researched intensively because it has dynamic and complex implications of the cognitive and emotional attributes of consumers. Although previous Consumption value literature in Korea focused on simply verifying Consumption value research performed overseas, research from a Korean consumer-centered perspective that reflects cultural differences is necessary. Also, deducing a consumption value focused on private brands that grow with diverse brand portfolios will provide managerially strategic insights.
The ethnographic method has been confirmed to be a valuable research tool for identifying values related to the consumption experience. This study aims to analyze consumption value and consumer purchase psychology, which is difficult to determine quantitatively. Seven consumption values in total were identified using domain analysis and taxonomy analysis and these values were analyzed from the perspective of consumer behavior theory. The consumption values are as follows: Aesthetic value (① to obtain beautifully designed products and ② to enjoy beauty in daily life); Conditional value (① retailer’s dominance on placement and ② positive perception due to frequent exposure); Functional value (① the loss of competitiveness of national brand, ② resistance toward a national brand, ③ economic pricing, ④ good quality of a private brand, ⑤ the evolvement of a private brand, and ⑥ fast and convenient purchase); Social value (① showing off and ② connecting with others); Epistemic value (① exploring new tastes, ② intellectual curiosity, and ③ setting trends); Emotional value (① pursuit of sincerity, ② rationalization of purchase and ③ happiness); and Trust value (① confidence in the parent company of the retailer, ② company’s efforts for innovation, and ③ credibility of information.)

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경 및 선행연구 고찰
• Ⅲ. 연구방법
• Ⅳ. 분석결과 및 해석
• Ⅴ. 결론
• 참고문헌

참고문헌 (Reference)

1 유현미, "유통업체와 제조업체에 대한 신뢰가 유통업체 브랜드의 구매의도에 미치는 영향에 관한 연구" 한국유통학회 13 (13): 97-123, 2008

2 박경도, "유통업체와 제조업체 브랜드의 성공적 제휴 : 가격과 품질 민감성의 조절효과" 한국유통학회 12 (12): 109-125, 2007

3 정기한, "유통업체 상표의 브랜드 개성과 브랜드 자산 구성요인간의 영향관계에 관한 연구" 한국유통경영학회 10 (10): 97-120, 2007

4 임영진, "유통업체 브랜드(Private Brand: PB) 제품의 확장 유형에 따른 소비자의 브랜드 태도에 관한 연구" 한국유통경영학회 14 (14): 83-102, 2011

5 황성혁, "유통업체 브랜드(PB)와 제조업체 브랜드(NB) 상품의 속성별 소비자 선호 분석" 한국유통학회 13 (13): 47-70, 2008

6 김도일, "유통업자상표의 구매의도에 영향을 미치는 요인에 관한 연구: 제조업자상표와의 상대적 차이를 중심으로" 한국마케팅관리학회 16 (16): 113-135, 2011

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