복합문화공간형 유통매장에서의 체험과 소비자 태도
The Experience and Consumer Attitude in the Cultural Complex Type Retail Store
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전 세계의 도시는 공공공간의 문화성을 활용하여 문화 산업과 관광 산업을 진흥시키기 위해 노력하고 있으며, 이제 더 이상 공공공간을 공공부문의 전유물이 아닌 민간기업의 유통매장까지 시민들에게 문화를 공급하는 중요한 공공공간으로 인식하게 되었다. 최근 민간기업이 활성화하고 있는 복합문화공간에 대한 투자는 결과적으로 시민의 문화적 향유를 통한 생활의 질적 향상에 기여하고 있으며 도시를 상징하는 랜드마크가 되는 등 도시 발전의 중요한 요인이 되고 있다. 복합문화공간은 사회적 상호작용을 이루는 공공공간으로서 체험성에 따라 성패가 좌우한다. 체험이 중요한 요인으로 인식됨에 따라, 유통매장에서의 체험을 측정하려는 노력이 시도되고 있다. 본 연구는 수도권 거주자 96명 대상의 실험을 통해 복합문화공간이 부가된 매장과 단순히 상품을 판매하는 매장에 대한 반응을 분석하였다. 종속변수로는 체험(엔터테인먼트 체험, 교육적 체험, 현실도피적 체험, 심미적 체험)과 체험 후의 만족도, 기업브랜드에 대한 태도, 구매의도가 포함되었다. 연구결과 복합문화공간이 부가된 문화공간형 매장이 기존의 형태인 매장단독형보다 모든 유형의 체험에서 높게 나타났다. 또한 체험 요인이 체험 만족도에 미치는 영향에 있어서는 모든 요인이 유의미하게 영향을 미치며 그 중에서도 현실도피적 체험, 심미적 체험, 엔터테인먼트 체험, 교육적 체험의 순으로 영향력이 크게 나타났다. 기업 브랜드에 대한 태도에 미치는 영향에 있어서는, 교육적 체험을 제외한 나머지 체험 요인이 유의한 영향을 미치며, 심미적 체험, 현실도피적 체험, 엔터테인먼트 체험의 순으로 영향력이 크게 미치고 있는 것으로 나타났다. 본 연구는 체험의 측정에 대한 초기 연구로서 유통매장뿐 아니라 공공부문을 포함한 공공공간에 필요한 체험요소에 대한 이론을 발전에 기여할 것으로 기대한다.
Abstract
Cities around the world, are striving to develop the culture and tourism industries through the cultural production of public spaces. Public spaces no more belong solely to the public sector. Retail stores are recognized as public spaces providing culture to citizens. Private sector investments in the cultural complex contribute to improve the quality of life in cities and urban regions, which are important factors for city development. The cultural complex is a public place where interactions occur, and its success depends on citizens' experience with cultural products and services. As the experience has been recognized as an important factor, there are attempts to assess the retail experience. The study investigated consumer response to the two types of retail stores with 96 respondents living in Seoul metropolitan area. Dependent variables include experience (entertainment experience, educational experience, escapist experience, and esthetic experience), experience satisfaction, the attitude toward the brand, and purchase intention. The results showed that the cultural space type was higher than the solely retail type in all types of experience. All types of experience have effects on experience satisfaction, among them escapist experience has the strongest influence and followed by esthetic experience and then entertainment experience. Other 3 types of experience except educational experience have effects on the attitude toward the brand, esthetic experience has the strongest influence and followed by escapist experience and then entertainment experience. The study, as the early research on the assessment of experience, will contribute to the theories relating to experience with public spaces including not only the public but also private sector.
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