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소비자의 행복한 공간경험에 대한 탐색적 연구: 내러티브 분석을 통한 소비자장소 경험의 진화 모형 도출

An Exploratory Study on Consumer Experience of Place Happiness: Developing a Dynamic Model of ‘Consumer Place’ by Using Narrative Analysis

김소연|이준영|김지호|라선아
한국소비자학회 (Korean Society Of Consumer Studies)|2017.10|소비자학연구 (Journal of Consumer Studies)|제28권 제5호|pp. 25-70|DOI http://dx.doi.org/10.35736/JCS.28.5.2

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참고문헌

키워드

장소애착장소충성도sense of placeplace attachment장소감소비자행복consumer happinessplace loyaltyplace alienation소비자 공간경험소비자장소장소행복감장소소외감장소노스탤지어consumer experience of spaceconsumer placeplace happinessplace nostalgia
주제분류경제학

초록

본 연구는 인간의 존재방식 및 삶의 질과 불가분의 관계에 있는 ‘공간’을 소비의 대상으로 보고, 소비자가 행복감을 느끼는 공간경험의 본질과 과정에 대해 탐색하였다. 이를 위해 행복한 공간경험에 대한 소비자의 실제 경험을 기록한 에세이 내러티브를 분석하였다. 총 38건의 에세이 내러티브를 수집하여, 부정적 경험을 표현한 3건을 제외한 35건을 분석하였다. 분석결과, 체계적이고 포괄적인 ‘소비자의 공간-장소 경험의 진화 모형’을 도출하였다. ‘공간(space)’은 아직 의미를 부여받지 못한 물리적 범위에 불과하나, 소비자가 공간을 경험하면서 의미를 부여함에 따라 ‘장소(place)’로 재탄생한다. 소비자는 특정 공간에서 ‘장소감’을 느낀 후 그 장소를 개인화, 인격화, 내면화하는 과정을 거쳐 ‘장소애착’을 형성한다. 애착을 느끼는 장소에 장소동일시, 장소소속감, 장소주인의식을 갖게 되면서 장소충성도가 형성된다. 장소충성도는 그 장소를 위한 소비자의 (과잉)상호호혜적 보답행동이나, 장소경험을 재생산 및 의례화하려는 행동으로 나타난다. 이러한 소비자의 장소행동은 장소의 보존과 번영에 긍정적 영향을 미치고 그 과정에서 소비자는 ‘장소행복감(place happiness)’을 얻게 되는데, 이 행복감은 소비자의 장소경험 사이클을 추진하고 강화한다. 장소는 나름의 수명주기를 가지며, 소비자 요인 및 외적 요인의 영향을 받아 변화한다. 장소변질이나 장소소실이 발생하면 소비자는 장소소외감과 장소노스탤지어를 느끼게 되어 대안장소에 대한 추구행동을 보인다. 요컨대, ‘소비자의 공간-장소 경험’은 역동적 진화과정으로, 소비자의 삶의 질과 행복에 중대한 영향을 미친다. 본 연구는 ‘장소감’ 형성의 요건으로 ‘현장’, ‘사람’, ‘이벤트’의 장소 3요소를 적용하여, 소비자 공간-장소 경험의 본질과 과정을 심도 있게 분석하며, 소비자 공간경험을 위한 체험마케팅 믹스로 기존의 5믹스인 감각, 정서, 인지, 행동, 관계 차원에 기억, 문화의 두 차원을 추가한 체험마케팅 7믹스를 제안한다. 또한, 공간 내 사람요소의 중요성을 반영한 ‘소비자장소의 사회적 생태계’ 모형을 도출하였고, 기존의 공간분류 모형도 확장하였다. 본 연구는 소비자행복 연구의 광활한 지평에서 ‘공간’과 ‘경험’이 겹쳐질 때 창출되는 ‘소비자장소’의 가능성을 여는 데 공헌하였고, 민간기업과 공공부문에서 소비자행복을 높일 수 있는 공간계획과 운영에 기초자료로 참조할만한 시사점도 제공하고 있다.

Abstract

The study attempts to investigate the substance of consumer experience of ‘place happiness’ by adopting the perspective that ‘space’ is one of consumption objects in modern world. Space is considered as a factor which is closely related to the way of human existence and quality of life. For data collection, the respondents were asked to write an essay that would describe the real consumer experience of a space which rendered feelings of happiness to him/herself. Thirty- eight essays were collected including three negative episodes which were eventually eliminated on the final stage of narrative analysis. The analysis provided an comprehensive model that showed a dynamic process of consumer space-place experience over time. Space is defined as a meaningless geological spatial area, but once it is given a meaning by a consumer, the space is converted to a place. A place is a new version of a space, which means a rebirth of the space. When a consumer feels a sense of place and goes through processes of place personalization, place personification and place internalization, the consumer develops emotional attachment to the specific place. As the consumer begins to develop place identification, place belonging, and place responsibility toward the specific place that he/she feels emotionally attached to, place loyalty burgeons. The essence of place loyalty is characterized by (over)reciprocity, place reproduction and place ritualization. Loyal behaviors may play a positive role in preservation or prosperity of the place, and also create the consumer’s place happiness. Place happiness reinforces a positive cycle of consumer place experience. A place follows its own life-cycle, which could be affected not only by the consumer factor but also by the other factors from outside. Some places become deteriorated or lost over time, which might cause consumers feel place alienation or place nostalgia. If a consumer feels alienated from the existing place or feels nostalgia for the lost place, a new cycle of consumer space-place experience will be initiated, which is triggered by consumers’ searching efforts for an alternative place. In sum, consumer space-place experience is a dynamic cycle which affects quality of life and happiness of the consumer. The study provides in-depth analysis on three elements of place, that is, loci, people, and event, by presenting related narratives based on theoretical background and a framework of seven dimensions of experiential marketing mix for creating happy experience of consumer place: senses, feeling, thinking, activity, relation, memory and (sub)culture. Also, the study proposes a model of social ecosystem in consumer place and an extended model of space typology. The study contributes to consumer happiness research and yields implications to management of consumer place across private and public sectors. The key findings of the study are consumer-place evolution dynamics shown in <Figure 1>. This picture demonstrates the holistic process of how a space creates a place to a consumer and evolves to place happiness in the interactions between the consumer and the place.

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