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경험소비자의 장벽관련 유형화에 관한 탐색적 연구

Exploratory Research on the Types of Experiential Consumers Related to Barriers

정윤희
한국소비자학회 (Korean Society Of Consumer Studies)|2010.03|소비자학연구 (Journal of Consumer Studies)|제21권 제1호|pp. 107-133

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참고문헌

키워드

낙관성optimism경험적 소비장벽barrierexperiential consumption경험 소비자경험관여experiential consumerinvolvement to experience
주제분류경제학

초록

사람들이 삶의 여유와 정신적 행복에 대한 중요성을 깨닫기 시작하면서, 이와 관련한 경험적 소비와 경험소비자들에 대한 이론적 실무적 관심이 증가하고 있다. 이와 함께 관련 연구들이 많이 진행되었지만, 전체적인 관점에서경험소비자를 이해하고자 하는 것이 아니라 개별 경험에 참여하는 경험소비자(예를 들어, 영화분야의 영화 관람객,공연분야의 공연 관람객, 박물관 등의 전시 참가자, 여행이나 여가분야의 여행 혹은 여가 참여자)에 한정되어 연구가 진행되었다는 한계점을 가진다. 또한 ‘장벽’이라는 부분이 경험소비자의 실질적인 선호나 선택에 직접적인 영향을줄 수 있음에도 불구하고 이에 관한 연구는 깊이 있게 진행되지 않았다. 따라서 본 연구는 개별 경험 내에서의 경험소비자가 아닌 전체적인 경험적 소비의 범위에서 경험소비자들을 대상으로 연구를 진행하였다. 그리고 이러한 경험소비자들이 ‘장벽’과 관련한 어떤 척도를 기준으로 유형화되며, 유형별어떠한 개인적 특성의 차이가 존재하는 가를 탐색적으로 살펴보았다. 기존에 이와 관련한 연구가 부족하기 때문에,면접법을 이용해 장벽 관련한 유형화 척도와 그 척도에 의해 분류되는 집단을 규명하였으며, 이를 검증하기 위한군집분석과정을 거쳤다. 연구결과, ‘장벽이 있는 경험에 대한 태도’, ‘장벽 극복 과정의 적극성과 끈기’, ‘장벽 극복이나 포기 결정의 신중성’등의 세 척도를 기준으로 다섯 가지 유형의 경험소비자가 확인되었다. 이는 장벽이 있는 경험자체를 별로 선호하지않는 ‘장벽 회피형’, 장벽이 있는 경험을 선호하고 도전하고자 하는 ‘장벽 추구형’, 장벽이 있는 경험을 선호하지는않지만, 원래 좋아하는 경험이라면 장벽과 무관하게 도전하는 ‘장벽 무시 노력형’, 장벽이 있는 경험을 멋있게 생각하지만 자신감과 능력이 부족해서 잘 도전하지 않는 ‘노력 없는 선망형’, 장벽이 있는 경험에 대해 극복 가능성을 생각하고 신중하게 도전하는 ‘중립적 포기/노력형’을 포함한다. 이들 다섯 유형은 ‘낙관성향’, ‘경험관여수준’ 등의 개인특성에서 각각 차이가 있는 것으로 나타났다. 이러한 연구결과는 장벽에 대한 새로운 시각을 제공해주며 장벽과 관련한 다양한 분야에서 이론적 실무적으로 기여할 것이다.

Abstract

This study defines the types of consumers based on experiential consumption barriers. There have been many studies on the types of consumers, but these researches have several limitations. First, most of the studies have progressed in the separated experience field (ex. leisure, movie, exhibition, game, performance), so there are only few researches that help us understand experiential consumers comprehensively. The competitive range of experience is getting wider, so, there’s a need to deal with not only specific experiences but also general experiences as research objects. Second, the previous studies have used only a few criteria,such as democratic variables, lifestyles, and motives. Despite the importance of barriers, the studies are insufficient to confirm these effects. A barrier is defined as something such as a rule, law, or policy that makes it difficult or impossible for something to happen or be achieved. Since a barrier has direct effects on the choice in experiential consumption, it is important to explain the role of barrier in clarification of experiential consumer. So, this study attempts to complement the lack of the existing research with the following purposes. First, it is to confirm the scale which is able to classify experiential consumers based on barrier. Second, it is to suggest the types of experiential consumers by using the scale. Third, this research intends to find the differences of personal traits in each type. To achieve the goals of this study, the following research methods were used. Since the previous studies were not enough, the scale and the type of consumer were explored by using two qualitative research methods-focus group interview and in-depth interview-, and then the results of the qualitative research were tested by using a survey research method. Prestudy interviews with approximately seven informers guided the development of the scale related to the experiential consumer’ type. All scales were measured using five-point response scales anchored by strongly disagree(1) and strongly agree(5). We collected 369 data and used 358to test the results of the qualitative research. Based on the test process, this study shows several meaningful results as follows. The type of people related the barriers are identified. As a result of the in-depth interview and cluster analysis, five types were found, which had significant differences in three scales (attitude on the experience with barrier, positivity and enthusiasm of the process of overcoming the barrier, prudence of decision to overcome or give up the barrier). Five types include avoiders of barrier(the type which has a negative attitude on barriers and avoids barrier passively),seekers of barrier(the type which has a positive attitude on barrier and seeks barriers actively),ignorers of barrier(the type which doesn’t have a positive attitude on barriers but try to get over barriers for their favorite experience), admirers of barrier(the type which has a positive attitude but hardly tries the experience with barriers), and neutralists(the type which decides to try according to possibility of conquest). They have showed significant differences in optimism (-relatively high level in seekers of barrier(M=6.07) and neutralists(M=5.60), middle level in ignorers of barrier(M=5.14), relatively low level in avoiders of barrier(M= 4.49) and admirers of barrier(M=4.94)-), and level of involvement to experience.(-relatively high level in seekers of barrier(M=6.01) and neutralists (M=5.83), middle level in ignorers of barrier(M=4.92) and admirers of barrier (M=5.00), relatively low level in avoiders of barrier (M=4.25)-). These results provide new perspectives on barrier and contribute to the academic development. From a research perspective, the type of experiential consumer that we propose and test provides a more comprehensive understanding of experiential consumption. It is also one of the first studies to show up the different role of barrier. Although this study is exploratory in nature,it still provides some guidelines to managers in regard to applying barriers. It is critical that practitioners and academics realize that the application of barrier in marketing has become important.

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