전통문화상품에 대한 소비자 유형별 평가차이에 관한 연구
A Study on Differences in Evaluation of Traditional Cultural Products by Consumer Type
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현재 전통문화 상품에 대한 연구는 대부분의 경우 시각적인 측면에서의 분석과 개선에만 초점이 맞춰져 있으며, 전통문화 상품을 소비자의 관점에서 종합적 분석이 필요하다. 본 연구는 시중의 전통문화상품의 디자인을 소비자 세분화를 통한 소비자 유형에 따른 전통문화 상품에 대한 평가의 차이와 그차이에 영향을 미치는 요소를 분석하는 것을 목적으로 한다. 본 연구방법과 내용은 네 가지 부분으로진행하였다. 첫 번째 부분은 전통문화상품의 소비집단에 대한 분석을 하였으며, 소비목적의 차원에 따라 선물형, 소장형, 자가사용형의 3가지 소비집단 유형으로 분류하였다. 두 번째 부분은 전통문화 상품의 평가 요소를 추출하였으며, 탐색적 요인 분석을 통해, 상품의 평가 요인 11개 항목과 상위 요인3개(문화 표현 요인, 기능적 요인, 감정 경험 요인)으로 분류하였다. 세번째 부분은 현재 세계적으로잘 팔리는 전통문화 상품에 대해 디자인 각도의 분류를 진행하였고, 군집 분석에 따라 디자인의 각도로부터 전통문화 상품에 대해, 세 가지 유형(문화 요소의 재사용, 문화 요소의 평면화, 문화 요소의 새로운 해석을 통한 재창작)으로 나누었으며, 실험 자극물로 선정하였다. 네 번째 부분은 사전연구를 토대로 설문을 진행하여 일원배치 분산분석을 진행하였다. 본 연구 결과, 세 종류의 소비 집단이 서로다른 디자인의 전통문화 상품에 대한 평가결과에서 그 차이가 있음을 알 수 있었다. 구체적으로 ‘선물형 소비자’는 ‘상징성’, ‘전형성’, ‘전승성’ 등의 세 가지 요소에서 다른 두 유형의 소비자와 뚜렷한 차이를 보였다. 즉, ‘상징성’, ‘전형성’ 요소는 다른 두 그룹에 비해 낮게 평가했고, ‘전승성’은 더 높게 평가했다. 이 같은 연구 결과에서 볼 수 있듯이 ‘선물형 소비자’들은 다른 두 유형의 소비자와는 달리 제품의 평가에 큰 차이가 있음을 파악할 수 있었다.
Abstract
At present, most of the research on traditional cultural products only focus on the analysis and improvement of visual level, and it is necessary to comprehensively analyze traditional cultural products from the perspective of consumers. The purpose of this study is to analyze the differences in the evaluation of traditional cultural products by different types of consumers and the factors affecting the differences by subdividing the design of traditional cultural products in the market. This research method and content are carried out from four parts. The first part analyzes the consumer groups of traditional cultural products, and divides them into three types of consumer groups: gift-giving type, collection type and self-use type. The second part extracts the evaluation elements of traditional cultural products. Through exploratory factor analysis, the products are divided into 11 evaluation elements and 3 top factors. The third part classifies the best-selling traditional cultural products in the world from the design point of view. According to cluster analysis, the traditional cultural products are divided into three types (repeated use of cultural elements, planarization of cultural elements and re-creation of cultural elements through new interpretation), and they are selected as experimental stimuli. In the fourth part, based on the previous research, the questionnaire was conducted and the variance analysis of unary allocation was carried out. The results of this study show that there are differences among the three types of consumer groups in the evaluation results of traditional cultural products with different designs. Specifically, “gift consumers” are obviously different from the other two types of consumers in three elements: “symbolic”, “typical” and “inheritance”. In other words, the evaluation of “symbolic” and “typical” factors is lower than that of the other two groups, and the evaluation of “inheritance” is higher. From the above research results, it can be seen that “gift consumers” are different from the other two types of consumers, and their evaluation of products is quite different.
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