현대소비공간과 소비행동 / 동대문 쇼핑몰의 소비문화적 의미분석 = Consumption Area and Consumer Behavior / The analysis of the cultural significances of the Dongdaemun shopping mall

다국어 초록 (Multilingual Abstract)

In this study, Dongdaemoon shopping mall was regarded as a `lived text` with a history of the area changes and various consumption behaviors. The Dongdaemoon shopping mall was thus used as a medium for understanding today`s consumer society. By taking participant observation and in-depth interview, this study applied a qualitative method to capture the depth and details of consumer experiences. The Purpose of the present study was to find the meaning of the consumption culture included in Dongdaemun shopping mall. This study covered the various consumer behaviors especially caused by the aspects of the spatial components of Dongdaemun shopping mall and the differences of the behavior patterns according to the motives behind visiting this place. Based on the various consumer behaviors, it was discussed how Dongdaemun shopping mall reflects today`s consumer culture and analyzed the cultural significances of the Dongdaemun shopping mall. As a result of discussion, it was found that Doota and Migliore in themselves exist as symbolic value as well as goods with a certain utility value. Dongdaemun shopping mall reflects desire of the young generation. Beyond the aspects of geographical and physical function, consumption area is the place where diverse symbolic phenomena occur. This study has very significant meaning of an exploratory work probing the expansion of the meaning of `consumption` in society of today: The purpose of `consumption` has changed from the pursuit of utility to the pursuit of hedonic experience that consumption itself is an enjoyable play.