코로나19 이후 소비생활만족 및 디지털 소비생활 변화 연구: 대전·세종·충남 지역을 중심으로

Abstract

This study drew various implications by comparing and analyzing consumer life index data from 2019 and 2021 to understand the consumer life and digital consumption life of consumers in Daejeon, Sejong, and Chungnam, and to improve the local consumption environment and consumption conditions. First, consumers’ interests changed due to the influence of COVID-19. And the importance of clothing, housing, and household goods was noticeable. But relatively low interest was shown in the financial and insurance areas. Second, the damage areas commonly experienced by consumers were packaging and delivery services, restaurant services, clothing, groceries, and information and communication devices. And in particular, consumer damage was high in food, laundry & repair services, car repair and inspection services. Third, complaints in face-to-face consumption places decreased, but complaints in non-faceto-face consumption places increased. So the quality of service and consumer experience in non-face-to-face environments should be improved. Fourth, compared to 2019, consumption life satisfaction improved in 2021 in most consumer life areas, but the quality of food service needs to be improved as that satisfaction decreased in the food service area. Fifth, the level of digital consumption experience and awareness changed rapidly, especially in mobile shopping and SNS shopping. And also the level of awareness of digital consumption conditions improved. Finally, factors affecting consumer life satisfaction were different in 2019 and 2021 each other. And after COVID-19, mobile shopping, TV home shopping, financial platforms, and personal transaction experiences increased. In particular, experiences using mobile shopping, TV home shopping, and financial platforms were found to have a positive effect on consumer life satisfaction, but experiences of transactions between individuals, such as Danggeun market and Joonggonara(Korea’s second-hand market app), negatively affect consumer life satisfaction. Accordingly, it is necessary to check at the community and corporate level whether consumers are feeling the instability of transactions in personal transactions or not, and whether time and energy consumption are causing negative effects on consumer life satisfaction or not. The results of this study are expected to be useful for the development of policies and services to improve the local consumption environment and consumption conditions.