Generative Tools를 활용한 소비자니즈의 추출과 분석 = Extraction and Analysis of Consumer Needs by Applying Generative Tools

다국어 초록 (Multilingual Abstract)

This study aimed to construct a framework of consumer needs for systematical research and analysis to develop products based on the needs. Producing what consumers really want is the primary way to enhance consumer welfare not only directly but also indirectly. For the former instance, consumers can choose the products which meet their needs, thereby maximizing the satisfaction. Not only this but also product developers as companies may concentrate on producing products according to the needs, which concludes effective and efficient distribution of resources. Finally, consumer welfare would be raised with need-oriented production. For this perspective, consumer needs should be treated as the most crucial issue in the development process of products and analyzed thoroughly. Nowadays, most of companies are trying to apply consumers` needs to their products by researching them with surveys, interviews, observations, or other techniques. The methods generally used in consumer research, however, cannot approach to tacit and latent needs which exist deep inside the consumers` mind. Consumer needs which cannot be articulated by words may not be expressed with verbal techniques such as surveys or types of interviews. Even the techniques researching consumers by observing what they do have another limitation catching only behavioral expressions. Furthermore, many companies design consumer research from their perspectives as which attempting to research consumer needs within their product categories or business fields. This tendency precludes consumers from expressing their needs freely, but locking in the given boundaries. On the other hand, product developers may not be familiar with the circumstance of consumers, which makes them hard to understand why consumers want something. The products developed without sufficient understanding of consumers` life cannot resonate with consumers. This study aimed to suggest a model to analyze consumer needs by applying a technique, Generative Tools, which approaches even to latent needs. A model suggested on this study is to be used as a framework of analysis of consumer needs. For this purpose, a two-step research was conducted: Research 1 by Generative Tools and Research 2 by a structural equation model. In Research 1, consumer needs were extracted from three themes(learning, kitchen, and imaging device). The consumer needs were researched by Generative Tools to apply to the theoretical consumer needs analysis model. The needs research themes were selected according to the consumer life domains as origins of consumer needs. Three themes were selected: learning activities for personal life domain, kitchen activities for family life domain, and activities using image capturing devices for leisure life domain with family and others. The consumer needs structured into a common 2-axis typology of consumer needs: self-oriented/others-oriented axis and functional/emotional axis. Based on the 2-axis typology, consumer needs were classified into four consumer needs types. These four types of consumer needs were applied to the structural equation model of Research 2 to verify the consumer needs analysis model. From Research 1, four types of consumer needs combined by the typology were analyzed by a structural equation model in Research 2. The model was designed to indentify different needs development and elaboration by a three-stage appraisal model, which is consumer needs analysis model. The model was based on theoretical studies including Lewin`s field theory and cognitive appraisal and interaction studies. The consumer needs analysis model was constructed theoretically with the dualistic structure of consumer needs origin and elaboration. The consumer needs origin consists of interaction between person and psychological environment. A person`s characteristics are affected by surroundings which are related to his/her life called psychological environment. Reversely, a person can also change the surroundings. The interaction between a person and his/her psychological environment is the origin of consumer needs, which are elaborated by an appraisal process of the both: a person and the environment. The appraisal of a person is composed of evaluation of the personal coping resource, and the environment is appraised by evaluating the experience context surrounding consumers as a psychological environment. The experience context is appraised by goal relevance, goal congruence, and possibility of development with both objective and subjective criterion. The coping resource is composed of objective and subjective resources which intervene in the appraisal of the experience context, which affects the process of consumer needs elaboration indirectly. As a result, the consumer needs analysis model differentiates the characteristics of the life domains and the distinguishing types of the consumer needs. Consumer needs of learning are generally affected by subjective appraisal about one`s possibility of development, whereas objective appraisal about the possibility of development has negative effect to self-oriented consumer needs. All the types of consumer needs about kitchen are positively affected by objective goal relevance. It means the housewives have more needs about better kitchen when they regard their kitchen as a place they are required to work for a job. Also, the more they evaluate their subjective possibility of development the more self-oriented functional needs are extracted. It is a difference between learning and kitchen themes that housewives have their needs based on objective evaluations because kitchen is a place to share with other family members and to work for housewives while learning is one of the personal life domain. From the theme of imaging device, four types of consumer needs are positively affected by objective goal relevance, whereas negatively affected by subjective goal relevance. It means that the imaging device users care about other people because the activity using an imaging device is observable. The results from the three themes show that the model elucidates the process of consumer needs elaboration based on the theories, and predicts the different types of the consumer needs by identifying what variables have influence. This result proposes a guideline to research and analyze consumer needs by a more consumer-centered research method in depth.

참고문헌 (Reference)

1 정원식, "인간의 동기" 교육과학사 2001

2 김기옥, "소비자니즈의 새로운 연구방법, Generative Tools: 심층면접법과의 비교를 중심 으로" 2010

3 임종원, "소비자 행동론:이해와 마케팅에의 전략적 활용" 경문사 2006

4 박기철, "소비자 조사분석을 넘는 생활자 체험이해" 한국광고홍보학회 7 (7): 42-84, 2005

5 김기옥, "소비생활복지, 어떻게 측정할 것인가?" 한국소비자학회 21 (21): 167-194, 2010

6 김옥남, "고객통찰력 확보를 위한 소비자 조사 기법" LG경제연구원 2009

7 La Guardia, Jennifer G, "Within-person variation in security of attachment: A self-determination theory perspective on attachment, need fulfillment, and well-being" 79 (79): 367-384, 2000

8 Schneider, Benjamin, "Winning the service game" Harvard Business School Press 1995

9 Hwang, Hyesun, "User research methods: distinctive needs expressions from an in-depth interview and a generative method" 2010

10 Griffin, Abbie, "The voice of the customer" 12 (12): 1-27, 1993

11 Polanyi, Michael, "The tacit dimension (Reissue edition)" University Of Chicago Press 2009

12 Bakken, David G, "The quest for emerging customer needs" 13 (13): 30-34, 2001

13 Edwards, Jeffrey R, "The person-environment fit approach tostress : recurring problems and some suggestedsolutions" 11 : 293-307, 1990

14 French, John R. P, "The mechanisms of job stress and strain" Wiley 1982

15 Magnusson, David, "The individual as an interactive agent in the environment, In Person environment psychology: Models and perspectives" McGraw- Hill 89-126, 1992

16 Neufeld, Jason E, "The engagement model of person-environment interaction" 34 (34): 245-259, 2006

17 Bandura, Albert, "The assessment and predictive generality of self-percepts of efficacy" 13 : 195-199, 1982

18 Coopersmith, Stanley, "The antecedents of self-esteem" W. H. Freeman and Co 1967

19 Kamenetzky, Mario, "The Economics of the Satisfaction of Needs" Real-Life Economics 1992

20 Patnaik, Dev, "System logics: organising your offerings to solve peole’s big needs" (Summer) : 50-57, 2004

21 Lazarus, Richard S, "Stress, appraisal, and coping" Springer 1984

22 Lazarus, Richard S., "Stress and emotion: A new synthesis" Springer 1999

23 Krohne, Heinz Walter, "Stress and coping theories, In The international encyclopedia of the social and behavioral sciences" Elsevier 15163-15170, 2002

24 Park, C. Whan, "Strategic brand concept image management" 50 : 135-145, 1986

25 Hyysalo, Sampsa, "Some problems in the traditional approaches to predicting the use of a technology-driven invention" 16 (16): 118-137, 2003

26 Bandura, Albert, "Social learning theory" Prentice-Hall 1977

27 Rotter, Julian B., "Social learning and clinical psychology, Englewood Cliffs" Prentice-Hall 1954

28 Ziller, Robert C., "Self-esteem: A self-social construct" 33 : 84-95, 1969

29 Lazarus, Richard S, "Psychological stress and the coping process" McGraw Hill 1966

30 Lazarus, Richard S., "Progress on a cognitivemotivational- relational theory of emotion" 46 (46): 819-834, 1991

31 Dewe, Phillip J., "Primary appraisal, secondary appraisal and coping : Their role in stressful work encounters" 64 (64): 331-351, 1991

32 Sanders, Elizabeth B. -N., "Postdesign and participatory culture" University of Art and Design 87-92, 1999

33 Pervin, Lawrence A., "Persons, situations, interactions: the history of a controversy and a discussion of theoretical models" 14 (14): 350-380, 1989

34 Magnusson, David, "Personality development from an interactional perspective, In Handbook of personality theory and research" Guilford 193-222, 1990

35 Caplan, Robert D., "Person-environment fit theory and organizations : commensurate dimensions, time perspectives, andmechanisms" 31 : 248-267, 1987

36 Faste, Rolf A., "Perceiving needs. SAE Future Transportation Technology Conference and Exposition" Society of Automotive Engineers, INC 419-423, 1987

37 Smith, Craig A., "Patterns of cognitive appraisal in emotion" 48 (48): 813-838, 1985

38 Kaufman, Roger A, "Needs assessment: concept and application" Educational Technology Publications 1979

39 Patnaik, Dev, "Needfinding : the why and how of uncovering people's needs" 10 (10): 37-43, 1999

40 Ericson, Åsa, "Need driven product development in team-based projects" 2007

41 Argyle, Michael, "Multitraitmultimethod matrices in consumer research" 17 (17): 426-439, 1991

42 Maslow, Abraham H., "Motivation and personality(3rd ed.)" Harper &Row, Publishers Inc 1987

43 Blascovich, Jim, "Measures of self-esteem, In Measures of personality and social psychological attitudes: Vol.1: Measures of social psychological attitudes" Academic Press 1991

44 Gross, Irma H., "Management for modern families, 4th ed." Prentice-Hall 1980

45 Turock, Art, "Know your members’ needs: before they know themselves" 55-59, 2002

46 Ekehammar, Bo, "Interactionismin personality from a historical perspective" 81 : 1026-1048, 1974

47 Ericson, Åsa, "In search of innovation-grasping the concept of needs" 2 (2): 35-49, 2006

48 Cannon, Thomas, "Identifying and defining consumer needs using human factors and market research techniques" 5 (5): 494-498, 1978

49 Zaltman, Gerald, "How customers think : Essential insights into the mind of the market" Harvard Business School Publishing 2003

50 Sanders, Elizabeth B.-N., "Harnessing people's creativity:ideation and expression through visual communication, In Focus Groups: SupportingEffective Product Development" Taylor andFrancis 2001

51 김기옥, "Generative Tools의 실험적 적용-소비자의Dream House를 중심으로-" 12 : 29-46, 2009

52 Lewin, Kurt, "Field theory in social science; selected theoretical papers" Harper & Row 1951

53 Kim, Kee-Ok and Hyesun Hwang, "Exploring dimensions of consumer needs by eliciting from different consumer life spaces" 18 (18): 2011

54 Chen, Gilad, "Examination of relationships among trait-like individual differences, state-like individual differences, and learning performance" 85 (85): 834-847, 2000

55 Fornell, Claes, "Evaluating structural equation models with unobservable variables and measurement error" 18 : 39-50, 1981

56 Ittelson, WilliamH., "Environmental perception and urban experience" 10 (10): 193-213, 1978

57 Fisher, Jeffrey D., "Environmental Psychology (2nd.)" Holt, Rinehart and Winston 1984

58 Scherer, Klaus R., "Emotion as a process: function, origin and regulation" 21 (21): 555-570, 1982

59 Smith, Craig A, "Emotion and adaptation, In Handbook of personality: Theory andresearch" 609-637, 1990

60 Folkman, Susan, "Dynamics of a stressful encounter: Cognitive appraisal, coping, and encounter outcomes" 50 (50): 992-1003, 1986

61 Max-Neef, Manfred, "Development and human needs, In Real-life Economics-Understanding wealth creation" Routledge 197-214, 1992

62 Sanders, Elizabeth B. -N., "Design Research in 2006" 1 : 2006

63 Chung-Herrera, "Customers’ psychological needs in different service industries" 21 (21): 263-269, 2007

64 Young, John O., "Customer needs analysis in today’s management methods, In Today’s management methods: A guide for the health care executive" American Hospital Publishing 1996

65 Kim, Jai-Ok, "Cross-cultural consumer values, needs and purchase behavior" 19 (19): 481-502, 2002

66 Sanders, Elizabeth B. -N., "Converging perspectives: product development research for the 1990s" (가을) : 49-53, 1992

67 Visser, Froukje Sleeswijk, "Contextmapping: Experiences from practice" 1 (1): 1-30, 2005

68 Blackwell, Roger D, "Consumer behavior(10th ed. )" Thomson South-Western 2006

69 Moos, Rudolf H., "Connection between school, work, and family settings, In Educational environments: Evaluation, antecedents, and consequences" Pergamon 29-53, 1991

70 Keller, Kevin Lane, "Conceptualization, measuring, and managing customer-based brand equity" 57 : 1-22, 1993

71 Hwang, Hyesun, "Comparative study of consumer needs research methods : In-depth interview and Generative Tools method" 17 (17): 73-83, 2010

72 Roseman, Ira J., "Cognitive determinants of emotion : A structural theory" 5 : 11-36, 1984

73 Etzioni, Amitai, "Basic human needs, alienation, and inauthenticity" 33 (33): 870-885, 1968

74 Scherer, Klaus R., "Appraisal theory. In T. Dalgleish and M. Power (Eds.), In Handbook of Cognition and Emotion" John Wiley & Sons 637-663, 1999

75 Scherer, Klaus R., "Appraisal considered as a process of multilevel sequential checking, In Appraisal process in emotion: Theory methods, research" Oxford Universith Press 92-120, 2001

76 Smith, Craig A, "Appraisal components, core relational themes, and the emotions" 7 (7): 233-269, 1993

77 Kim, Kee-Ok, "An application of a new method,‘the Generative Technique’ in consumerscience" 16 (16): 90-97, 2009

78 Muramatsu, Rintaro, "An analysis of needs assessment and information behavior in product development based on the fusion model" 10 (10): 305-317, 1990

79 Folkman, Susan, "An analysis of coping in a middle-agedcommunity sample" 21 : 219-239, 1980

80 Nyer, Prashanth U., "A study of the relationships between cognitive appraisals and consumption emotions" 25 (25): 296-304, 2001

81 Magnusson, David, "A holistic view of personality: A model revisited" 44 : 427-452, 1993

82 Schumacker, Randall E, "A beginner’s guide to structuralequation modeling (2nd ed.)" Lawrence Erlbaum Association 2004

83 Sanders, Elizabeth B.-N., "A New Design Space" Oullim 317-324, 2001

84 Smith, George L, "A Methodology for consumer design" 17 (17): 105-110, 1973

85 Dawis, Rene V., "A psychological theory of work adjustment" University of MinnesotaPress 1984