소비자 욕구 충족과 쾌락소비 후 감정형성이 삶의 만족도에 미치는 영향
The influence of Consumer Need Satisfaction and Formation of Emotion after Hedonic Consumption on Life Satisfaction
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본 연구의 목적은 소비자 욕구충족 쾌락감과 정당화 기재에 따른 감정형성(긍정/부정)이 삶의 만족도에 미치는영향을 분석하는 것이다. 쾌락소비를 위한 정당화 기재는 보상(reward)과 위안(consolation)에 관한 것으로제한하였다. 분석결과를 제시하면 다음과 같다. 첫째, 소비자 욕구충족 후 가장 높은 쾌락감을 보인 것은 성취 욕구충족 쾌락감이었다. 자기보상 상황에서 성취 욕구충족 쾌락감은 긍정적인 감정을 높이고 부정적인 감정은 낮추는 효과를 보였다. 성취 욕구충족 쾌락감의경우 삶의 만족도에 직접효과를 보이지는 않았지만 자기보상 후의 긍정감정을 매개하여 삶의 만족도에 영향을미쳤다. 자기보상 소비행동 후 부정적인 감정은 의존 욕구충족 쾌락감과 유의한 영향관계를 보였는다. 의존 욕구충족 쾌락감이 높을수록 자기보상 소비행동 후 후회나 죄책감이 높은 것으로 나타났다. 둘째, 과시 욕구충족 쾌락감은 자기위안 소비행동 후의 긍정적인 감정을 높이는 요인이었다. 과시욕구충족 쾌락감은 직접적으로 삶의 만족도를 높이지는 못하였으나 자기위안 소비행동 후의 쾌락감을 경유하여 최종적으로삶의 만족도를 높이는 것으로 나타났다. 성취 욕구충족 쾌락감은 자기위안 소비 후의 부정감정을 낮추는 효과를보였다. 본 연구는 소비의 근본적인 목적이라 할 수 있는 소비자의 욕구충족을 영역별로 구분하여 욕구충족별 쾌락감이 정당화 기재를 통해 삶의 만족도에 미치는 영향력을 분석하였다.
Abstract
The purpose of this research analyzed the factors influencing life satisfaction by positive/negative emotions and hedonic pleasure based on the needs of consumers through justification. Justification for hedonic consumption is limited to two situations; self-rewards and self-consolation. The finding results of the analysis are as follows:First, after meeting the consumers' needs, results from among four consumer need factors showed that achievements from filling a sense of one's pleasure had the highest rating. Under a self-reward situation, after achievements from hedonic pleasure are met, impacts of two different effects are shown; positive emotions of hedonic consumption rosed and negative emotions of hedonic consumption were lowered. No direct effect was found between hedonic emotional achievement and life satisfaction, however, hedonic emotional achievements indirectly influences life satisfaction through positive emotions of hedonic consumption. In addition, after self-rewards were received from consumption behavior, negative emotions had a significant impact from the dependence on hedonic emotion group, and as the dependency on the hedonic emotion group increased the negative emotions of hedonic consumption, two negative emotions, senses of regret and guilt increased. Secondly, under the self-consolation consumption behavior situation, showing off hedonic emotion by boasting one's enjoyment or pleasures were factors to elevate positive emotions. There was no statistical direct effect found between the showing off hedonic emotion group and life satisfaction, however, the end results after self-consolation consumption behavior was acquired, senses of life satisfaction rose through hedonic emotion. Achievements from filling a sense of one's pleasure after self-consolation consumption showed to have a lowering effect on negative emotions. This research, aiming to meet the needs of consumers by classifying the types of customer satisfaction needs,expands the discussion of the effective criteria of consumption from utilitarian to psychological need satisfaction. By defining the types to justify the different degrees of hedonic pleasure through adopted measures, the effects of customers' life satisfaction were analyzed, and in conclusion, the fundamental purpose of consumptions being consumers' need satisfaction, not only standards for practical consumer needs exist but also consumer decisions vastly depend on psychological satisfaction factors as well.
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