소비가치 유형별 연예인 굿즈에 대한 소비자의 제품태도, 만족도 및 재구매 의도 연구
A Study on Product Attitude, Satisfaction, and Repurchase Intention toward Celebrity Goods by Type of Consumption Value
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초록
본 연구는 연예인 굿즈 구매 경험이 있는 일반인 310명을 대상으로 소비가치를 유형화한 후 유형별 연예인 굿즈에 대한 제품 태도, 만족도 및 재구매 의도를 분석하고자 하였다. 자료를 처리하기 위해 PASW 18.0 통계 프로그램을 이용하여 분석을 실시하였다. 연구결과는 다음과 같다. 첫째, 소비가치 유형은 ‘소비가치무관심형(11.3%)’, ‘충동형소비가치추구형(25.2%)’, ‘소비가치민감형(20.3%)’, ‘자기만족추구형(43.2%)’ 등 4개의 집단으로 유형화되었다. 둘째, 소비가치 유형별 사회경제적 특성과 연예인 굿즈 구매행동의 차이를 분석한 결과 연평균 구입 횟수와 1회 평균 구입비용에서만 유의미한 차이가 나타났다. 셋째, 소비가치 유형별 연예인 굿즈에 대한 소비자의 제품태도, 만족도 및 재구매 의도를 분석한 결과 소비가치민감형은 제품 태도, 만족도 및 재구매 의도모두에서 가장 높게 나타난 반면 소비가치무관심형은 가장 낮게 나타났다. 차후에는 연예인 굿즈재구매 가능성이 높은 소비자들의 특성과 욕구를 분석할 필요성이 제기된다.
Abstract
This study attempted to categorize the consumption value of 310 ordinary people with experience purchasing celebrity goods and then analyze product attitude, satisfaction, and repurchase intention toward celebrity goods by type. The data were analyzed with PASW 18.0 program. The results of the study were as follows: First, the consumption value types are 'consumption value indifferent type(11.3%)', 'impulsive consumption value seeking type(25.2%)', 'consumption value sensitive type(20.3%)', and 'self-satisfaction seeking type(43.2%)' were categorized into four groups. Second, the analysis of the socioeconomic characteristics by consumption value type and differences in celebrity goods purchasing behavior revealed significant differences only in the average annual purchase frequency and the average cost per purchase. Third, the analysis of consumers' product attitudes, satisfaction, and repurchase intentions toward celebrity goods by consumption value type showed that the consumption value sensitive type highest in all three areas, while the consumption value indifference type the lowest. In the future, there will be a need to analyze the characteristics and desires of consumers who are likely to repurchase celebrity goods.
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