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라이프로깅에 대한 고찰 및 향후 마케팅 연구에 대한 제언

Documenting Daily Life: A Comprehensive Review of Consumer Lifelogging

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초록

라이프로깅(lifelogging)은 개인의 일상을 기록해 나가는 모든 활동을 의미한다. 오늘날 스마트 환경과 웨어러블기기의 발달로 소비자는 라이프로깅을 통해 자신의 경험과 정보를 끊김 없이 기록하고 정량화 하며 타인과 공유할수 있게 되었다. 본 연구는 라이프로깅에 대한 기존 문헌을 체계적으로 정리하고, 새로운 기술 환경 속에서 나타나는 소비자의 라이프로깅 행태를 분석하며, 라이프로깅에 대한 향후 마케팅 연구를 제언하고자 한다. 구체적으로, 본연구는 라이프로그의 형태와 기록방식에 따라 라이프로깅의 유형을 분류하고 라이프로깅이 소비자 개인과 사회에미치는 효과, 그리고 라이프로깅 기술의 활용이 현재 당면한 이슈에 대한 문헌을 정리하였다. 또한 본 연구는 현재국내 소비자가 건강․금융․쇼핑․기타 분야에서 스마트 기기를 통해 라이프로깅을 활용하는 행태를 분석하였다. 마지막으로, 본 연구는 소비자의 라이프로깅 행동에 영향을 미치는 요인과 라이프로깅 참여를 촉진하는 마케팅 방안, 그리고 소비자의 자아와 사회에 미치는 영향에 대한 연구를 제언한다. 이를 통하여 본 연구는 그간 기술적 측면에 집중되어온 라이프로깅 연구를 소비자 관점으로 확장하여 마케팅 실무에서의 라이프로깅 기술 적용을 돕고, 라이프로깅에 대한 소비자 학계의 논의를 촉진할 것으로 기대된다.

Abstract

Lifelogging refers to the recording of all activities in an individual's daily life. With the advancement of smart environments and wearable devices, consumers are now able to record and quantify their experiences and information without interruption through lifelogging and share it with others. This research aims to systematically review existing literature on lifelogging, analyze consumer lifelogging behaviors in new technological environments, and provide suggestions for future research on lifelogging in the field of marketing and consumer behavior. Specifically, this research reviews the types of lifelogging based on their forms and recording methods the effects of lifelogging on individual consumers and society, and current issues faced by lifelogging technology and its utilization. Additionally, we analyze consumer lifelogging behaviors through smart devices in the areas of health, finance, shopping, and other fields in South Korea. Finally, we discuss 1) future research on factors influencing consumer lifelogging behaviors, 2) marketing strategies to promote lifelogging participation, and 3) impacts of lifelogging on consumers' self and society. We expect this research to expand the literature on lifelogging beyond its technical aspects, to provide practical applications for marketing professionals, and to promote academic discussions on lifelogging in the field of marketing.

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