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소비자행복의 유형화 및 개념적 체계: 내러티브 분석을 중심으로

Typology and Conceptual Framework of Consumer Happiness: Using Narrative Analysis

라선아
한국소비문화학회|2015.09|소비문화연구 (Journal of Consumption Culture)|제18권 제3호|pp. 113-146|DOI 10.17053/jcc.2015.18.3.006

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참고문헌

키워드

투자자질적 연구qualitative researchinterpreter소비자narrative analysisinvestor내러티브 분석소비자행복consumer happiness의미 해석자관계 (재)구축자삶의 이야기 창조자relationship rebuilderlife-story creator

초록

본 연구는 ‘나는 행복한 소비자’라는 주제로 소비자 본인이 실제 겪은 행복한 소비 경험을 에세이 형식으로 작성한 자료 259건을 대상으로 내러티브 분석을 수행한 결과물이다. 내러티브 분석을 통해 소비자행복의 원천과 원천별 소비자행복의 세분 유형을 발굴하고 행복창출에 대한 소비자의 참여수준과 역할을 파악하여 소비자행복의 개념적 체계를 도출하였다. 소비자행복의 원천을 소비 내재적, 외재적, 초월적 원천으로 분류하고 소비자의 행복창출에 대한 참여수준을 결합하여, ‘제품/브랜드/고객관리’, ‘소비활동 자체’, ‘소비자 자신’, ‘인간관계’, ‘삶의 이야기’ 등 소비자행복 원천을 5가지로 분류하였다. ‘제품/브랜드/고객관리’를 원천으로 하는 행복(41%)은 ‘본원적 소비’, ‘마니아적 소비’, ‘고객케어 소비’의 3가지 유형이고, 소비자 역할은 ‘제공된 가치의 소비자’로 분석되었다. ‘소비활동 자체’를 원천으로 하는 행복(25%)에는 ‘착한 소비’, ‘합리적 소비’, ‘자족적 소비’, ‘쇼핑 플로’의 4개 유형이 도출되었고, 소비자 역할은 앞 단계보다 참여수준이 높아진 ‘소비행위의 의미 해석자’로 나타났다. ‘소비자 자신’을 원천으로 하는 행복(12%) 단계로 넘어가면 소비자의 역할은 ‘나를 위한 투자자’로서 행복창출에 더욱 적극적이고 능동적인 참여형태를 보인다. 이에 속하는 행복 유형은 ‘자기보상 소비’, ‘내적 집중 소비’, ‘자기향상 소비’의 3가지이다. ‘인간관계’를 원천으로 하는 행복(16%) 단계에서 소비자는 가족 및 사회적 관계를 위해 소비를 매개로 때론 헌신적으로 행복창출에 노력한다. 이 과정에서 소비자는 ‘소비를 통한 관계 (재)구축자’의 역할을 맡는다. 행복 유형에는 ‘가족지향 소비’, ‘사회적 관계지향 소비’의 2개 유형이 발견되었다. 마지막 단계인 ‘삶의 이야기’를 원천으로 하는 행복(6%) 유형에는 ‘나와 제품의 이야기 창조’, ‘생의 관계 속 제품의 이야기 창조’의 2개 영역이 발굴되었으며, 소비자의 역할은 ‘삶 속 제품의 이야기 창조자’로서 이때의 행복은 전적으로 소비자에 의해서 고유하게 창조된다. 본 연구는 이와 같은 소비자행복의 개념체계와 더불어 각 유형별 행복 형성 메커니즘에 대한 탐구와 해석을 담았으며, 시사점을 도출하고 전략적 활용 방안도 논의하였다.

Abstract

The study is an interpretive analysis on the essay narratives about consumers' happiness experiences. The narratives were true stories collected from the average adult consumers aged from 19 to 72. The total number of essays analyzed in the study were 259. The criteria for source categorization of consumer happiness are from consumption-intrinsic, -extrinsic, and transcendent dimensions. Five sources of consumer happiness were found according to the criteria : ① ‘product/brand/customer care’ (41%), ② ‘consumption activity’ (25%), ③ ‘consumer's self’ (12%), ④ ‘human relationships’ (16%), and ⑤ ‘life memories’ (6%). Each source consists of subcategories of consumer happiness. The degree of consumers' engagement becomes gradually increasing from source① through to source⑤. Consumers' role in creating happiness is quite different depending on the sources and types of happiness. The source of ‘product/brand/ customer care’ produces three types of consumer happiness arising from ‘genuine benefits of products’, ‘brand image and reputation’, and ‘excellent customer care’. The customers' role in these categories is ‘a mere consumer’. The source of ‘consumption activity’ makes four types of consumer happiness such as ‘ethical consumption’, ‘rational consumption’, ‘self-satisficing consumption’ and ‘shopping flow’. The customers' role in these categories is 'a interpreter of the meaning of his/her consumption activity. The source of ‘consumer's self’ makes three types of consumer happiness emerging from ‘self-rewarding consumption’, ‘inner-focused consumption’, and ‘self-enhancing consumption’. The customers' role in these categories is ‘a investor for the self’. The source of ‘human relationships’ brings two types of consumer happiness titled as ‘consumption for familial relationship’ and ‘consumption for other people’ like friends, colleagues, or neighbors. The customers' role in these categories is ‘a relationship (re)builder’. The last source of ‘life stories’ develops two types of consumer happiness formed by ‘the story between the product and the consumer’ and ‘the story about the product existing around the consumer's human relationships’. The customers' role in these categories is ‘a life story creator’. The study finally provided a comprehensive conceptual framework of consumer happiness and unveiled the psychological mechanisms underlying each type of consumer happiness. Implications and strategic applications are also presented.

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