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개인 영역의 소비가 소비자 삶의 질에 미치는 영향에 대한 연구: 통합적 소비전략을 중심으로

The Effect of Personal Domain Consumption on Quality of Life of Consumers: Focusing on the Integrative Consumption Strategy

유병희|김나정
한국소비자학회 (Korean Society Of Consumer Studies)|2020.09|소비자학연구 (Journal of Consumer Studies)|제31권 제4호|pp. 1-30|DOI http://dx.doi.org/10.35736/JCS.31.4.1

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참고문헌

키워드

삶의 질개인영역의 소비통합적 소비 전략삶의 차원 간 균형소비를 위한 가용 자원personal domain consumptionquality of life of consumersintegrative consumption strategybalance among life domainsresources available for consumption
주제분류경제학

초록

본 연구는 개인 영역의 소비가 소비자 삶의 질에 기여하는 양상을 파악하고 이를 위해 전제되어야 하는 조건과전략들을 모색하고자 한다. 소비자의 삶은 크게 일의 영역, 가정의 영역, 그리고 고유한 개인의 영역(personal domain)으로 나뉘는데 인생의 단계를 거치는 과정에서 각 영역별 상대적 비중이 달라지게 된다. 또한 이러한 비중변화에 따라 해당 영역을 위한 소비의 양과 질도 변하게 된다. 20-40대의 국내 소비자 16인 대상 심층 인터뷰 결과, 소비자의 삶의 질 인식은 개인 영역을 위한 소비와 깊은 연관성을 갖는 것으로 나타났다. 개인에게 있어 30대초반까지는 개인 영역의 소비를 구축해 가는 단계로, 소비자 자신의 진성 자아를 발견하고 강화하는데 기여하는 소비활동 여부에 따라 삶의 질이 달라지는 것으로 나타났다. 반면 30대 중반 이상 연구참여자들의 경우, 가정과 일 영역에서의 역할부담 증가로 인해 개인 영역의 소비가 현저히 줄어드는 상황을 경험하고 있었으며 이는 그들의 소비 만족과 삶의 질 인식을 낮추고 있었다. 하지만 그 중 일부는 시간, 재화, 에너지 등 소비를 위한 자원을 개인 영역의자아를 위해 할애하는 방법을 터득하였고 상대적으로 높은 수준의 삶의 질을 경험하는 것으로 나타났다. 즉, 제한된자원을 삶의 영역별로 나누어 사용하는 소비자들보다 일-개인 영역의 통합, 가정-개인 영역의 통합, 그리고 일-가정- 개인 영역의 통합 등 영역 간 통합 전략을 사용하는 소비자들이 더 높은 수준의 삶의 질을 영위하는 것으로 나타났다. 예를 들어, 중국어 학습 프로그램을 수강하는 30대 직장인 소비자는 외국어 능력 신장에 따라 개인 성장의 욕구를 충족시킴과 동시에 업무 능력을 배양하며, 이를 자녀 교육에 활용함으로써 일-가정-개인 영역을 효과적으로 통합시키고 있었다. 이는 통합적 소비 전략을 통해 자원의 한계를 극복하는 사례라고 할 수 있다. 이와 같은 연구결과는지속가능한 방식으로 이루어지는 개인 영역의 소비가 소비자 삶의 질 향상에 기여할 수 있다는 시사점을 갖는다.

Abstract

In this study, we explore how personal domain consumption contributes to consumers’ quality of life and its preconditions. Life mostly consists of three domains – work domain, family domain, and personal domain – and the importance and the responsibilities associated with each domain vary as an individual enters different stages of life. Further, the changes in the relative significance of each domain of life can determine the quantity and the quality of consumption for that specific domain. The findings from 16 in-depth interviews with Korean consumers in their 20’s, 30’s, and 40’s revealed that consumers’ quality of life is closely connected with consumption in the personal domain. Individuals were engaged in forming their authentic self in their 20’s and early 30’s. The interviewees in their early ages were focusing on establishing consumption patterns in the personal domain that help them with confirming their authentic selves, and their consumption satisfaction and life satisfaction seem to be affected by the extent to which the consumption solidifies and maintains their authentic self. Those in their mid and late-30’s and in their 40’s were experiencing steep reduction in personal domainrelevant consumption due to newly acquired family responsibilities and work life related duties, and this reduction negatively affected these consumers’ quality of life. However, some interviewees learned to allocate resources such as time, money and energy in consuming for their personal domains and they were able to maintain relatively high level of quality of life. Specifically, they utilized their resources through integrating consumptions in multiple domains of life, i.e., integrating work domain and personal domain, integrating family domain and personal domain, or integrating all three domains. For instance, a consumer in her 30’s who is taking Chinese language class was able to fulfill her personal need to grow, strengthen her competency for work, and educate her child thereby integrating consumptions in personal domain, family domain and work domain all together. This is an example of overcoming resource deficiency through integrative consumption stratigies. These findings highlight the importance of maintaining sustainable consumption in the personal domain in order to serve authentic self and thus to enhance consumers’ quality of life.

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