한국, 미국, 스웨덴의 소비문화 비교 -성별, 세대별 차이를 중심으로-

김선우 ( Sunwoo Kim ) 한국소비자학회 2013 소비자학연구 Vol.24 No.3

본 연구는 시장이 세계화되고 글로벌기업의 활동이 활발해지면서 소비문화 이해의 중요성이 점점 더 커지고 있다는 점에 착안하여 한국, 미국, 스웨덴 삼국의 소비문화를 비교하고 성별, 세대별 소비문화 차이를 살펴보았다. 한국, 미국 및 스웨덴 삼국의 20~40대 성인 각 500명 등 총 1,500명을 조사대상으로 온라인조사를 실시하였으며, 조사도구는 김선우와 김난도(2011)의 연구에서 개발된 소비문화 차원 척도를 적용하였다. 연구결과, 세 국가에서 모두 상징지향적 소비수준보다 기능지향적 소비수준이 높게 나타났고, 사회지향적 소비수준보다 개인지향적 소비수준이 더 높게 나타나 소비의 의미는 보편적으로 기능적이고 개인적인 특성를 지닌다고 할 수 있다. 한국, 미국, 스웨덴의 소비문화적 특징을 살펴보면, 한국은 집단주의 문화권에 속하여 타자승인지향적이고 미국은 개인주의 문화권의 영향으로 개인지향적이었으며, 한국과 미국이 상징적 소비성향이 높은데 반하여 스웨덴은 전반적으로 소비성향이 낮고 개인적 기능지향 차원에 대한 고려가 발견되었다. 성별과 연령대에 따른 소비문화 수준을 살펴본 결과, 상징적 소비차원에서 두드러진 차이를 발견할 수 있었다. 성별에 따라서는 여성이 개인적 상징에 더 큰 비중을 두는 반면 남성은 사회적 상징에 상대적으로 더 큰 비중을 두고 있었다. 한편 젊은 층일수록 상징 차원의 소비수준이 더 높게 나타났는데, 기능적 소비차원의 경우 성별과 연령대에 따른 차이가 상대적으로 미미하거나 없는 것으로 나타났다. 이상의 연구결과를 바탕으로 글로벌마케팅에 대한 시사점을 도출해보면, 한국에서는 사회적 상징, 미국에서는 개인적 상징으로 소구하고 스웨덴에서는 기능적 혜택을 제공하는 것이 중요하다. 또한 여성은 개인적 상징에 더 어필하며 남성에게는 사회적 상징을 강조하는 것이 소구 포인트가 될 수 있겠다. 아울러, 20대는 상징적 소비에 매 우 적극적이었으므로 20대를 대상으로 한 마케팅 커뮤니케이션을 원활하게 하기 위해서는 20대가 원하는 상징의 기원 및 유포과정에 대한 보다 심층적인 후속연구가 필요할 것으로 보인다. In the era of globalization since 1990``s, many global companies are actively pursuing crosscultural consumer understanding for optimized marketing decision. A lot of marketing efforts may be wasted or even hurt its brand due to the cultural or linguistic failure. With this background, culture has been a major research theme in the field of consumer studies, business management and consumer psychology. But the early researches with cross-cultural perspectives were mostly adopted qualitative ethnographic research methods to understand various aspects of the consumer culture. Empirical researches for cross-cultural consumer understanding from the global point of view are still emerging area. This research aimed to understand consumer culture and investigate gender and generation difference in the global context. An online survey was conducted to the 1,500 respondents in 20``s to 40``s of three metropolitan cities in Republic of Korea, USA and Sweden: Seoul, New York, and Stockholm. The dimensions and measures of consumer culture were adopted which was developed by S. Kim and R. Kim in 2011. Shortly introducing the dimensions and measures of consumer culture, consumer culture can be defined as an interaction of meaning via consumer goods, and herein, a meaning and an interactivity can be the main analysis unit. A consumer culture is classified into two dichotomies by meaning and interactivity; functional-symbolic and individual-social. These two dichotomies are combined into a 2×2 cross-classification, and four-celled dimensions of consumer culture are produced; individual-functional, socio-functional, individual-symbolic and socio-symbolic. Each dimension has two sub-dimensions; ‘economical efficiency’ and ‘frugality’ (individual-functional dimension), ‘fun pursuing’ and ‘self expression’(individual-symbolic dimension), ‘approval by others’ and ‘brand-good preference’(socio-symbolic dimension), and ‘ethical action’ and ‘pro-environmental action’(socio-functional dimension). The main findings from the study are as below. First, consumption is dominantly perceived as a functional and individual human activity with the finding that the functional consumption level was apparently higher than the symbolic and the individual consumption level was higher than the social. There was no significant difference in the ‘economical efficiency’ by country while it was scored around 4 points among 5 points likert type scale. ‘Economical efficiency’ is perceived as the main consideration point for consumers in the developed market economy countries to achieve a consumption task. Second, Korean consumers scored higher in ‘approval by others’ based upon their collectivism culture, while American consumers concerned more on ‘self expression’ influenced by their individualism culture. Swedish preferences were more located in individual-functional dimension, while Korean and American were striving more individual or social symbolic consumption. This finding supports the theory that culture and consumption is interdependent. Third, there was an apparent difference in symbolic consumption by gender and generation but there was no significant difference by age and generation in the functional consumption. By gender, female was more focused on individual symbol but social symbol and ‘brand good preference’ was more important to western male. This is an evidence that the consumption is a mechanism to form and reinforce culture and habitualize its fixed stereotype systematically. In the perspective of generation, the younger was attached more to the symbolic consumption than the older. Generational commons were found in 30``s and 40``s in Korea and 20``s and 30``s in America and sweden. This can be explained that the maturity of the market economy and that of the consumer culture is closely related with each other. In western society, the market economy was already matured in early 1970``s and the generation X in 30``s and the early 40``s is the first generation born to be a consumer. But Korea was transformed to the consumption society after the middle of 1980``s and the generation Y in their 20``s and early 30``s has its own identity as homo consumens. One more discussion point from the generation difference perspective is that the younger in America and Sweden is more eager to the ethical and pro-environmental consumption activity while the older has higher tendency in the socio-functional consumption activities in Korea. This can be explained that the long civic engagement tradition in the western country affects consumer culture as well. To expand ethical and pro-environmental consumption in young generation, it is important for them to provide an well-organized education program to reinforce Korean civil society and enhance their identity as consumer citizen. This research tried to provide business managerial implication from the global marketing``s point of view and ultimately to contribute to the expansion of empirical consumer culture study. The research findings imply several managerial implications for efficient global marketing. Frist, Korean``s aspiration is a social symbol but an individual symbol appeals to American, while Swedish is mainly focusing on the functional benefits. In addition, female prefers to individual symbols but social symbols are the key for the male targeted marketing. Furthermore, Y generation in their 20``s and in early 30``s is eager to consume the symbolic images, which need to be deeply explored more on to understand the nature of the symbols and their preferred touch points. This research has some limitations as below. First, this research didn``t limit the product category and measured the overall consumer culture. If the different category dynamics can be considered in the future research, it will be much more clear to understand the cultural differences and to provide more sharpened implications. Furthermore, there was a tendency of lower score in some question items from Swedish consumers even though the author tried to make a best effort to achieve equivalence of the measures. More thorough approach should be considered to understand the cross-cultural differences in the response styles for the elaborate cross-cultural comparison study. Finally, this research only included countries with matured market economy but it is suggested to consider developing countries or eastern european countries as well to investigate the consumer adjustment process and their identity as consumer.

기업가정신 모니터링 사업

김선우(Sunwoo Kim),김영환(Younghwan Kim),이정우(Jungwoo Lee),김형주(Hyungjoo Kim),고혁진(Hyojin Ko),김석현(Seokhyun Kim),김영신(Youngshin Kim) 과학기술정책연구원 2015 조사연구 Vol.- No.-

2016년 기업가정신 모니터링

김선우(Sunwoo Kim),김영환(Younghwan Kim),이정우(Jungwoo Lee),서지영(Jiyoung Suh),손하늬(Hanei Son),김석현(Seokhyun Kim),오지선(Jisun Oh),김동현(Donghyeon Kim),손준호(Junho Son),박기윤(Keeyeon Park) 과학기술정책연구원 2016 조사연구 Vol.- No.-

전환시대 지역혁신생태계 분석과 과제

김선우(Sunwoo Kim),정미애(Mi Ae Jung),오승환(Seung Hwan Oh),성지은(Jieun Seong),송위진(Wichin Song),박찬수(Chansoo Park),임채윤(Chae Yoon Lim),이윤준(Yoon Jun Lee),박동배(Dongbae Park),전지은(Jieun Jeon),정효정(Hyojung Jung),김지은(Jieu 과학기술정책연구원 2019 정책연구 Vol.- No.-

The South Korean society is now in the middle of crisis caused by chronic low-growth, income polarization, low birth rate and aging population. These crisis factors are causing geographical imbalance and inequality, so some regions are known to be on the verge of extinction. The present study aims to present possible solutions for achieving sustainable regional growth by capitalizing on the transitional factors. The ‘4P (Private-Public-People-Partnership)’ framework was applied to analyze the regional innovation ecosystem. This tool employs both quantitative and qualitative approaches. It quantitatively analyzes private and people elements while diagnosing public and partnership elements qualitatively. The quantitative analysis was conducted in cooperation with the Korea Enterprise Data (KED) using its corporate transactions network database. For the qualitative diagnosis, the research team collaborated with the Korea Small Business Institute (KSBI) by referencing KSBI’s regional development policy analyses. In a transitional era, regional innovation policy requires a location-based innovation policy approach. Now, it has become important to redefine the roles between the central and regional players, so that regional players take the lead while the central government only plays a supporting role instead of trying to solve regional issues with the policy lead of the central government. Therefore, regional innovation policies need to be based on the mutually beneficial relations between the central and regional players and be implemented by 1) linking R&D and non-R&D, 2) balancing science and technology innovation and lifestyle, 3) taking a comprehensive and integrated approach to science and technology, environment, energy and industrial policies and 4) combining various policies into a policy package. Against this backdrop, the present study has identified the following 10 policy initiatives from the analysis of regional innovation ecosystem; 1) building a real-time monitoring system to assess business ecosystem by region, 2) encouraging changes in pivot companies’ roles for the transformation of existing companies and supporting their growth to create more pivot companies, 3) building regional brands based on the entrepreneurship of residents living in regional cities and provinces, 4) enhancing integrity between the central government’s balanced regional development plan and regional governments’ own development plans, 5) strengthening planning capacity of regional players, 6) building a quantitative statistical base to monitor policies for supporting regional SMEs, 7) establishing an inter-ministerial mechanism for coordinating laws and regulations relevant to regional issues, especially those for designating special locations, 8) providing support differentiated by designated location, 9) developing new growth engines and opportunities to overcome regional crises, and 10) devising and implementing a policy mix based on cooperative governance.

장문 인식을 위한 프록시 기반 점진 메트릭 학습

김선우(Sunwoo Kim),김준태(Juntae Kim) 한국정보과학회 2019 한국정보과학회 학술발표논문집 Vol.2019 No.12

열전도에 대한 페리다이나믹 미분 연산자의 계수 최적화

김선우(Kim, Sunwoo),진수영(Jin, Suyeong),홍정욱(Hong, Jung-Wuk) 대한토목학회 2023 대한토목학회 학술대회 Vol.2023 No.10

딥뉴럴네트워크 기반의 저랭크 행렬 복원 기법을 활용한 IoT 네트워크 센서들의 위치 복원

김선우(Sunwoo Kim),심병효(Byonghyo Shim) 한국통신학회 2020 한국통신학회 학술대회논문집 Vol.2020 No.2

정부 창업지원 정책에 대한 고찰과 향후 과제

김선우(Sunwoo Kim),고혁진(Hyukjin Ko) 기업가정신학회 2020 기업가정신연구 Vol.1 No.1

최근 10년간 아이폰이 주도한 스마트폰 플랫폼과 4차 산업혁명 기술은 한국의 ‘창업대중화’를 앞당겼다. 또한 박근혜 정부의 ‘창조경제’ 추진과 문재인 정부의 ‘창업국가 조성’이라는 국정과제 추진은 창업의 양적 확산에 기여하였다. 2020년 7월이면 중소기업 정책이 시행된지 60주년이 되는 해이다. 이 연구는 한국의 경제발전과 정부의 중소기업 지원 역사를 고찰하고, ‘혁신경제 추진기’의 창업지원정책 변화를 분석하였다. 이를 통해 향후 10년간 정부가 창업생태계의 질적 성장을 위해 노력해야 할 과제로 5가지를 제안한다. 첫째, 우리나라 스타트업의 성장 모형을 만든다. 둘째, 단계별 창업사업화 지원시스템을 갖춘다. 셋째, 창업생태계가 선순환될 수 있는 법･제도 환경을 갖춘다. 넷째, 혁신의 유효소비시장을 개발한다. 다섯째, 한국의 기업가 롤모델을 발굴한다. In the past decade, the iPhone-led smartphone platform and the 4th industrial revolution technology have accelerated Korea s start-up popularization. In addition, the Park Geun-hye administration s “Creation Economy” and the Moon Jae-in administration s “Entrepreneurial State” contributed to the quantitative expansion of startups. In July 2020, it is the 60th anniversary of the SMEs policy implementation. This paper reviews Korea s economic development and the government s history of supporting SMEs, and analyzes startup supporting programs of the Innovative Economy Promotion Period . Through this, we propose five tasks that the government should strive for in order to grow qualitatively in the startup ecosystem for the next 10 years. First, create a growth model for Korean startups. Second, start-up commercialization support system is in place by stage. Third, it has a legal and institutional environment in which the startup ecosystem can be virtuous. Fourth, develop an effective consumer market for innovation. Fifth, find a Korean entrepreneur role model.

가상 무인 차량 시뮬레이터를 이용한 영상 기반 무인 차량의 원격 조종성 연구

김선우(Sunwoo Kim),한종부(Jong-Boo Han),김성수(Sung-Soo Kim) 대한기계학회 2016 大韓機械學會論文集A Vol.40 No.5

본 논문에서는 영상기반의 무인 차량에 대한 원격 조종 가능성을 평가할 수 있는 객관적 지표를 제안하고자 한다. 제안된 영상 흔들림 지표의 효용성을 검증하기 위하여, 가상 환경의 무인 차량 시뮬레이터 실험 환경을 통한 주관적인 평가를 수행하였다. 가상 환경 시뮬레이터는 다물체 동역학 기반의 실시간 무인 차량 동역학 프로그램, 모션시뮬레이터, 드라이버 콘솔 등으로 이루어져 있다. 동역학 해석에 의해 차량의 운동이 정의되고, 차체의 움직임이 모션시뮬레이터를 통해 반영된다. 모션시뮬레이터 위의 카메라는 흔들리는 영상정보를 피실험자에게 제공한다. 다양한 노면에 대한 흔들리는 영상에 대하여 객관적인 지표와 피실험자들이 느끼는 주관적인 평가를 비교하여 그 효용성을 분석하였다. In this paper, we proposed an image shaking index to evaluate the remote controllability of vision based unmanned vehicles. To analyze the usefulness of the proposed image-shaking index, we perform subjective tests using a virtual unmanned vehicle driving simulator. The developed driving simulator consists of a real-time multibody dynamic software of the unmanned vehicle, a motion simulator, and a driver console. We perform dynamic simulations to obtain the motion of the unmanned vehicle running on the various road surfaces such as ISO roughness level A~E roads. The motion of the vehicle body is reflected in the motion simulator. Then, to enable remote control operation, we offer to operators the image data that was measured using the camera sensor on the simulator. We verify the usefulness of the proposed image-shaking index compared with subjective index provided by operators.

이동형 3축 목표 추적 영상장치 개발

김선우(Sunwoo Kim),김성수(Sung-Soo Kim),조규원(Kyuwon Cho),오명철(Myeongcheol Oh),정재훈(Jaehun Jeoung) 대한기계학회 2013 대한기계학회 춘추학술대회 Vol.2013 No.12