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정치적 소비의 개념화와 척도개발 연구

Study on Conceptualization and Scale Development of Political Consumption

박미혜
한국소비자학회 (Korean Society Of Consumer Studies)|2019.04|소비자학연구 (Journal of Consumer Studies)|제30권 제2호|pp. 117-146|DOI http://dx.doi.org/10.35736/JCS.30.2.6

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참고문헌

키워드

척도개발scale developmentboycottbuycott보이콧바이콧discursive political consumptionlifestyle politics정치적 소비political consumption담론적 정치적 소비라이프스타일 정치
주제분류경제학

초록

정치적 소비의 근간이 되는 사회의 다양한 기회구조가 확장되고 일상소비를 통한 사회적 영향력이 점차 커지고 있다. 본 연구는 주로 국외에서 이루어진 정치적 소비연구의 개념과 측정척도에 한계점이 있다는 문제의식 하에 개념을 정립하고 한국 실정에 맞는 정치적 소비 척도를 개발하는데 연구의 목적이 있다. 관련 선행연구의 고찰을 토대로 하여 개념을 확립하고, 이를 바탕으로 문항을 고안하였다. 본 연구에서는 여러 학자들의 견해를 종합하여 정치적 소비를 “정치적, 윤리적 그리고 환경적 고려를 가지고 구매나 불매의 의사결정을 하는 개인적 소비이면서 생활양식을 형성하고 소비담론에 영향을 주고받는 소비로서 개인의 소비행위가 사회전체의 결과에 영향을 주는 ‘개인화된 책임수용’ 행동”으로 파악하였다. 이론적 개관을 통해 상품과 서비스를 의도적으로 선택하는 바이콧과 구매하지 않는 보이콧의 여부로 측정하는 정치적 소비행동의 이해 범위를 넓히고 이를 보다 광범위하게 측정하였다. 정치적 소비의 구성범주를 바이콧, 보이콧, 담론적 정치적 소비, 라이프스타일 정치의 4요소로 하고, 바이콧과 보이콧은 윤리적, 환경적, 정치적인 3가지 이유로 구분한 문항구조와 내용 틀을 만들어 구체화하는 예비문항을 도출하였다. 예비 문항에 대해 전문가의 내용타당도 검증과 소비자 사전조사를 거쳐 84문항의 예비척도를 개발한 후 102부의 예비조사와 710부의 본조사를 실시하였다. 전국적인 할당표집을 통해 수집한 자료를 SPSS 25.0와 AMOS 22.0 통계프로그램을 사용하여 분석하였다. 탐색적 요인분석과 확인적 요인분석의 문항정제과정과 구성개념 타당성 검증을 거쳐 최종적으로 29문항의 정치적 소비 척도를 개발하였다. 앞으로의 사회는 사회적으로 책임있는 생산과 소비를 통해 소비자와 사회가 행복해질 수 있는 다양한 가버넌스에 대하여 모색하리라 전망한다. 본 연구의 척도개발 결과는 교육에 적용하여 소비자주권시대에 성숙한 세계시민과 사회적으로 의식있는 소비자 역할을 수행할 수 있는 소비자역량을 향상시키는데 활용할 수 있을 것이다. 본 연구는 타당성 있는 다차원의 정치적 소비척도를 개발한 초기 연구라는 점에서 후속연구에서 활용할 수 있는 이론적.실증적 기반을 제공할 수 있으리라 본다. 본 연구의 한계점을 보완한 척도의 타당성을 검증하는 지속적인 작업과 다양 한 관점과 방법론을 적용한 후속연구가 활성화될 수 있기를 기대한다.

Abstract

Various opportunity structures which are central to political consumption are expanding and social influence through daily consumption is growing. Previous studies on political consumption were mainly conducted from other countries and the concepts and measurement scales in these studies have a limitation. So this study aims to formulate the concept as well as develop its measurement scale that is appropriate for Korea. In order to achieve the goal, previous studies were used as a foundation to build a better concept and develop the measurement scale. In the study, opinions from some scholars were used to better comprehend the political consumption. It is defined as “the consumption by individuals making decisions to or not to purchase with political, ethical and environmental considerations, the consumption that forms lifestyle and that affects discourse on consumption, also known as behavior of ‘individualized responsibility- taking' which influences the collective outcome in the society.” After overall theoretical review, the political consumption was widely measured more than buycotting or boycotting products and services. The questionnaires were structured to form specific items as follows. Political consumption is consisted of 4 elements such as buycott, boycott, discursive political consumption, lifestyle politics. Buycott and boycott are categorized in 3 parts with ethical, environmental and political reasons. Preliminary questions were derived from this framework. Contents of the preliminary measurement scale were initially validated by professionals and had been investigated by consumers in advance. Preliminary scale was consisted of 84 measurement items and been viewed by 102 and 710 participants respectively for preliminary and main survey. Data was collected through nation-wide quota sampling and analyzed with SPSS 25.0 an AMOS 22.0 statistics program. Through the refinement process of exploratory factor analysis and confirmatory factor analysis and construct validation, the final 29 measurement items of the political consumption scale were developed. It is foreseen that the society will seek various governance for responsible production and consumption to create a more contented consumer and society. The result from the scale development can be further applied for the educational purpose to better the consumer role and their capacity as mature global citizens and socially conscious consumers in the era of consumer sovereignty. This study also will be able to provide theoretical and empirical basis for further studies as it is an early study of the political consumption scale development from various dimensions. Continuous future studies can be expected to improve upon limitations identified through further scale validation process and through different views and methodologies.

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