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소비유형별 소비행복의 비교

Comparisons of Consumption Happiness by Consumption Typology

정수정|이진용|박은아|양윤재|유창조|성영신
한국소비자학회 (Korean Society Of Consumer Studies)|2013.06|소비자학연구 (Journal of Consumer Studies)|제24권 제2호|pp. 1-23

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참고문헌

키워드

소비가치Value DimensionsConsumption Happiness소비유형소비행복Consumption TypesConsumption OrientationsTypes of BenefitsTimes of Benefit
주제분류경제학

초록

본 연구는 소비자행동 분야에 소비행복이라는 새로운 연구단위를 소개한다. 본 연구자들은 소비행복이라는 연구단위의 개념을 소비자가 소비하면서 느끼는 행복의 정도로 정의하고, 소비자는 소비대상에 따라 추구하는 가치가 다르기 때문에 소비자들이 느끼는 소비행복의 수준도 달라질 것으로 추론하였다. 본 연구는 소비자가 소비시 추구하는 가치 또는 혜택을 검토하여 혜택의 종류, 소비지향성 및 혜택의 시점이라는 세 가지의 소비가치 차원을 제안하였고, 이를 바탕으로 9가지의 소비유형을 구분한 후 비교하였다. 본 연구는 본 연구가 제안하는 소비유형과 소비차원이 소비자들에게 의해 인식되고 구별되는가를 확인하기 위하여 표적집단면접을 진행하였다. 그 결과 소비자들은 9가지의 소비유형을 구별하고 있고, 이들 세 가지 소비가치차원을 토대로 소비유형별 차이를 구별하고 있었다. 이러한 결과를 바탕으로 본 연구는 각 소비유형별 행복 수준을 비교하기 위한 설문조사를 진행했다. 설문조사 는 일반 소비자 500명을 대상으로 진행되었고, 각 응답자들이 소비유형별 느끼는 행복수준을 측정하였다. 설문조사 결과 소비자들은 일상생활에서보다 소비상황에서 더 큰 행복감을 경험하고 있었고, 소비유형별 및 소비차원별 행복수준의 정도도 같지 않은 것으로 확인되었다. 소비자들은 놀이소비에서 가장 큰 행복을 느끼고 있었고, 의례소비에서 가장 적은 행복을 느끼고 있었다. 또한 소비자들은 실용적인 가치, 타인지향적인 가치 및 미래시점에서 혜택을 느낄 수 있을 때보다 쾌락적인 가치, 본인지향적인 가치 및 현재시점에서 혜택을 느낄 수 있는 소비유형을 소비할 때 더 큰 행복을 느끼고 있었다. 마지막으로, 본 연구는 연구결과를 요약하고 본 연구결과가 마케팅 관리자에게 제시하는 관리적 시사점을 논의하였다. 또한 본 연구가 새로운 연구단위를 제시함에서 나오는 여러 가지 연구의 한계점들을 제시하였으며 이러한 한계점들을 극복하고 연구결과를 학장하기 위한 미래연구방향을 제안하였다.

Abstract

This study introduced consumption happiness as a new construct in the field of consumer behavior. We defined consumption happiness as a degree to which consumers experience a sense of, and a feeling of happiness while consuming products or services. We propose that consumption happiness felt by consumers will vary across the consumption types, because consumers will seek different values depending on the consumption objects. We explored dimensions of consumption value that is sought by consumers while they are consuming and, then, proposed types of benefits, consumption orientation toward the objects and time of benefits. Based on these dimensions, we found nine different consumption types. We conducted in-depth interviews with 14 consumers to check if consumers are perceiving and using each value dimension to characterize each consumption type. We found that consumers are discerning nine different consumption types and perceiving the differences among those types based on three dimensions about consumption values. Based on these in-depth interviews, we conducted survey questionnaire to compare the felt happiness by each consumption type. We found that the degree to which consumers felt happiness are not the same across different consumption types and by consumption dimensions. These results reconfirmed that our value dimensions and consumption types are frequently used in our daily life. The results of our surveys can be summarized as follows. First, consumers felt more happiness at consumption occasions than for the rest of the day. These results indicate that consumption itself can give joy and happiness and thus enhance consumers’ perceived quality of life. Second, consumers felt the highest level of happiness when they consume leisure products or services and the lowest level of happiness when they engage in formal or ritual relationship, indicating felt happiness may depend on the voluntariness of the consumption behavior. Third, consumers felt more happiness when they pursued self-oriented value, hedonic value and present benefits than others-oriented/society-oriented value, utilitarian value and future benefits. Forth, we found that consumers pursue both present and future benefits even though the benefits of the consumption can be realized in the future. However, they seemed to enjoy present benefits more than future benefits. Lastly, consumers perceived self-oriented value while they are consuming social products. Consumers can feel happiness even when they conduct socially desirable consumption behavior as an act of social responsibility. Along with these findings, we discussed the theoretical contributions of this research and provided the managerial implications for marketing managers. We also indicated the various limitations of this study that come from exploring a new construct, and suggested future research directions to overcome those limitations and to extend the findings of this study.

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