소비문화의 차원화 및 척도개발 -서울, 뉴욕, 스톡홀름의 소비자를 대상으로- = Dimensions and Measures of Consumer Culture -Focusing on Consumers in Seoul, New York, & Stockholm-

다국어 초록 (Multilingual Abstract)

It is demanding to understand a consumer culture for academic interests and for the business success as well. This research tried to find dimensions and measures of consumer culture, which enable consumer culture researchers to conduct an empirical cross-cultural comparison study with elaborated tools. To develop an internationally applicable measures, authors selected three representative countries with consideration of the structural differences in economic level and economic system; south Korea, USA, and Sweden. While both USA and Sweden are included in the western culture and have a GDP of 40,000 US dollars, USA adopts a typical free market economy and Sweden is the representative of adjusted market economy. South Korea is originally embodied with the Asian culture and has a GDP of 20,000 US dollars. Consumer culture is a whole body of consumer lifestyle, which addresses all the consumptionrelated practices in our everyday lives. Through the historical review of consumer culture studies, authors found that the meaning of consumer culture expanded from the functional to the symbolic. While the original nature of consumption is to fulfill functional needs, more focus is putting on the capability to create a symbolic meaning of consumption in the modern consumer society. In addition, consumption includes social interaction. The meaning of consumption goods have a movable nature and function as media of communication. Social interaction through consumption can be divided into two categories; individual dimension such as hedonic symbol and social dimension such as social distinction. In the modern consumer society, consumption is more getting to imply the relations between peoples. Sustainable consumer culture, which is considered as one of the alternative consumer cultures, functions positively to the society and to the environment as well. Moreover, sustainable consumer culture implies interactions between individual and the society as well as interactions between individuals and the environment. Authors found that a consumer culture is 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 individualsocial. These two dichotomies are combined into a 2×2 cross-classification, and four-celled dimensions of consumer culture are produced; individual-functional, socio-functional, individualsymbolic and socio-symbolic. Each dimension has two sub-dimensions; ``economical efficiency`` and ``frugality``(individual-functional dimension), ``fun pursuing`` and ``self expression``(individualsymbolic dimension), ``approval by others`` and ``brand-good preference``(socio-symbolic dimension), and ``pro-social action`` and ``pro-environmental action``(socio-functional dimension). To validate the measure of consumer culture dimensions, an online survey was conducted in September 2006. The respondents were 1,500 consumers in their 20`s to 40`s of three metropolitan cities in Republic of Korea, USA and Sweden: Seoul, New York, and Stockholm. As a result of survey, a questionnaire with 20 questions was developed to measure consumer culture dimensions. A consumer culture was apparently dimensionalized by the meaning category, functional-symbolic with a high corelation between the dimensions in symbolic and in functional meaning category separately. In addition, a socio-functional dimension provides symbolic meaning to consumers with a positive relationship with symbolic meaning category. The symbolic nature of the consumption in the socio-functional dimension gives us an insight for the sustainable consumer culture expansion. If the symbolic meaning of the consumption in the socio-functional dimension can be discovered by country/cultural level, the sustainable consumption practices can be triggered voluntarily by consumers. This research contributes to the field of empirical cross-cultural consumer research by establishing the dimensions and by developing measures of a consumer culture. The dimensions and measures of consumer culture are expected to be a start point to understand of the each country`s consumer culture and compare consumer culture with another one. For further consumer culture study, a phenomenal research can be combined with to explore the origins and the roles of the meaning of consumer goods and the direction of the interaction through the consumption.

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