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소비자- 기업 가치공동창출활동의 개념화 및 척도개발에 관한 연구

The Conceptualization and the Practical Application of Consumer-Business Co-creation of Value

나종연|구혜경
한국소비자학회 (Korean Society Of Consumer Studies)|2012.03|소비자학연구 (Journal of Consumer Studies)|제23권 제1호|pp. 193-227|DOI http://dx.doi.org/

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참고문헌

키워드

가치공동창출활동소비자의 가치창출활동기업의 가치창출활동상품본질가치상품소비과정가치소비자Push 방식기업 Pull 방식소비자 상호작용 방식Consumer-Business co-creation of valueConsumer value creation processBusiness value creation processCommodity valueCommodity usage valueConsumer pushing wayBusiness pulling wayConsumers' interaction way
주제분류경제학

초록

소비자와 기업의 관계는 부단히 진화하고 있다. 급변하는 시장 환경 속에서 소비자의 위상은 과거에 비해 높아졌고, 기업은 존속을 위하여 소비자지향적인 경영활동을 강화하는 추세이며, 소비자와 기업의 관계는 대립에서 상생의관계로 변화되었다. 이러한 상황에서 소비자학은 소비자가 기업의 동반자로서 역할을 할 수 있는 구체적이고 실질적인 방안을 제시하고, 개별 소비자들이 이러한 역할을 수행할 수 있도록 여건을 조성해야 한다. 본 연구에서는 이러한 관계를 가능하게 하는 개념으로서 “소비자-기업 가치공동창출활동(Consumer-Business Co-creation of Value)”을 살펴보았고, 이를 소비자 가치창출활동과 기업 가치창출활동이 상품을 매개로 접목되고 선순환적으로 발전하는전체적이고 유기적인 과정으로 확장하여 개념화 하였다. 또한 소비자-기업 가치공동창출활동의 수준을 직접 측정할수 있는 척도를 개발하여 향후 소비자와 기업의 가치공동창출활동 수준을 확인할 수 있도록 하였다. 그 결과 소비자 -기업 가치공동창출활동의 척도는 개념화에 근거하여 내용과 수행방식으로 구분하여 개발하였고 각각 35개 항목과12개 항목을 최종 개발하여 검증하였다. 내용 척도의 경우 상품속성가치와 상품소비과정가치로 구분하였으며, 수행방식은 소비자가 주도하는 소비자 Push 방식, 기업이 주도하는 기업 Pull 방식, 소비자간에 정보 공유를 주도하는소비자 상호작용 방식으로 구분하였다.

Abstract

The concept of consumer-business collaboration is gaining importance in information society in which the notion of coexistence is critical. Several reasons could be behind the shift in paradigm from that of competition to that of collaboration between consumers and businesses. First driving force of such change can be found on consumer side. In the information age,consumers could access information that were not available to them before and they are able to modify, produce and share information with other consumers, and such informed consumers become empowered in the market. From business perspective, collaboration is essential element in business success and sustainability. In order to succeed and cope with fast changing market conditions, it is important for businesses to form partnership with consumers and feel the needs of consumers and respond to them in an appropriate and timely manner. What is the specific action plan for consumer-business collaboration? This study suggest that is “Consumer-Business co-creation of Value”. Consumer-business co-creation of Value is useful not only to businesses but also to consumers in the sense it ultimately contributes to the realization of consumer sovereignty in the market. More specifically, where as the concept of dollar vote, a traditionally discussed means of realizing consumer sovereignty, has been criticized as being a remedial approach to what is already offered in the market, the potential of consumer-business co-creation of value lies in the possibility that consumers' needs and preferences can be communicated to businesses before the actual production happens, and thus making the distribution of social resources more ideal and effective by consumers. This paper propose to do the followings. First, I proposed to conceptualize ‘Consumer-Business co-creation of value’ from consumer study's point of view. Secondly, I proposed to develope the scale for consumer-business co-creation of value. I suggested the scale for co-creation value contents and the other being performance. In order to define consumer-business co-creation of value, it may be useful to take study the previous studies of co-creation into consideration. Great attention has been paid to the question of co-creation of value since 1979, However no one conceptualized the definition of consumerbusiness co-creation of value. Just Wikstrom(1996), Prahalad and Ramaswamy(2000, 2004),Vargo and Lusche(2004, 2006, 2008), Payne et al.(2008) had a comprehensive survey of consumerbusiness co-creation of value from both consumer and business perspectives. From these previous studies, I have extracted several ideas in order to conceptualize the consumer-business cocreation of value. They are consumer value creation process, business value creation process,the value to be able to co-create. In the Following, I tried to show the definition of Consumer-Business co-creation of value with regard to its significance to consumer, business, and market. “Consumer-Business Co-creation of Vale” can be explained through three processes. First, through experience, consumers discover new or additional values they desire in products. Then, business selectively choose and study certain values discovered by consumers in order to improve their products. Once the business proposes improved products which reflect the consumer's ideas, consumers will likely choose to consume those products. Within this three-step process, consumer-business co-operate, and eventually exercise consumerbusiness co-creation of value activities. The fact that consumer sovereignty can realize before dollar-vote in the market is meaningful to consumer. From Business perspective, they can continue to exist through consumer dollarvote. Last, if this process should happen everyday, the distribution of social resources will make more ideal. I focused more closely on developing the scale for measuring consumer-business co-creation of value, and to examining the real condition of consumer-business co-creation of value in Korea with respect to ongoing activity and perceived importance. Consumer-business co-creation of value can be measured two sides with one being value contents and the other being performance. The final value contents is composed of product attribute value, buying value, usage value, AS value, disposing value and can be dimensionalized by consumer's problem solving level Consumer offer an opportunity to business to study their experience process. consumer identified problem of product through using process. Next dimension is problem solution suggestion by consumer, and last dimension is new idea suggestion. Performance Method is dimensionalized by two major axes, the subject and the object of consumer-business co-creation of value performance. They were named by consumer pushing way, consumers' interaction way, business pulling way. In order to consumer-business co-creation of value activity, the final questionnaire with 35 questions for value contents and 12 questions for performance method. After the conceptualizing and developing the scales of consumer-business co-creation of value,I conducted the survey to measure the real conditions of consumer-business co-creation of value in Korea and I performed a confirmatory factor analysis in order to validate the scales of measurement.

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