연예인 굿즈는 소유자의 행복을 증진시키는가?
Do Celebrity Memorabilia Improve Consumer Happiness?
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초록
연예인 굿즈 시장은 2018년 기준 약 1000억원 규모를 가지고 있는 매우 큰 시장이며 그 성장세 또한 매우 빠르지만 이에 대한 이론적 연구는 거의 되어 있지 않은 실정이다. 연예인 굿즈 자체를 다루고 있는 연구는 거의 없으며, 비슷한 주제의 연구들은 대부분 연예인이 제품 광고에 출연하는 상황(celebrity endorsement)을 다루거나 연예인이 가지고 있는 의미나 이미지가 제품 혹은 브랜드에 전이되는 과정을 다루고 있다. 그런 의미에서 본 연구는 연예인 굿즈에 집중하고자 한다. 구체적으로 연예인 굿즈를 소비하는 소비자가 해당 제품으로부터 어떠한 감정을 느끼는지, 그리고 이들이 느끼는 감정이 굿즈 제품의 종류나 소비자가 연예인과 관계를 맺는 방식 등에 따라 어떻게 달라지는지를 알아보고자 한다. 설문지를 이용한 실험과 종단 조사를 통하여 다음과 같은 결과를 도출하였다. 첫째, 연예인 굿즈를 소비하는 소비자들은 일반 제품 소비보다 더 많은 행복감을 느끼는 것으로 나타났다. 둘째, 이러한 행복감은 연예인 굿즈가 쾌락적 성질을 많이 가지고 있을수록 높아진다. 마지막으로 시간이 지날수록 대상에 대해 가지는 쾌락적 반응(본 연구에서는 행복감)이 줄어드는 쾌락 적응의 경우 연예인과 관계맺고자 하는 동기에 따라 달라짐을 발견하였다. 구체적으로 연예인과 비슷해지고자 하는 동기를 가지고 있는 소비자의 경우 그렇지 않은 소비자들보다 쾌락적응을 덜 경험하고, 따라서 더 오랫동안 행복감을 느끼는 것으로 나타났다. 본 연구의 결과는 학문적, 실무적으로 다양한 시사점을 가진다. 학문적으로는 연예인 관련 연구, 행복 관련 연구 등 다양한 분야의 연구에 깊이를 더하면서 새로운 연구 방향성을 제시해 주었고, 실무적으로는 연예인 기획사, 팬클럽 등 연예인 관련 산업에 구체적인 전략 방향성을 제시해줄 수 있다는 점에서 그 의의를 찾을 수 있다.
Abstract
Celebrity memorabilia market reached up to 100,000,000,000 Korean dollars in 2018 and keeps growing fast. However, few researchers have paid attention on them. Most of the existing literature deals with either celebrity endorsement or the meaning transfer (from celebrity to brands). In this sense, the present study tried to focus on celebrity memorabilia and investigated how consumers feel toward the memorabilia and how consumers’ feeling gets different by the product type and consumer motives to build relationship with the celebrity. For this purpose, one experiment using a questionnaire and one longitudinal survey have been executed. Result of the studies showed three major findings. First, consumer felt happiness when they purchase and possess celebrity memorabilia. Second, their happiness was different by the product type. Consumers who have memorabilia with high level of hedonic quality felt happier than consumers who have memorabilia with high level of utilitarian quality. Finally, hedonic adaptation has been influenced by the consumers’ motive to build relationship with the celebrity. Consumers who have aspiration motive (motive to resemble the celebrity) experienced less hedonic adaptation than consumer with playful motive (motive to be entertained). Implications of the research results are discussed from an academic as well as from a practical standpoint.
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