포스트모던 소비문화 관점에 따른 패션 명품 소비의 유희 추구 현상분석 -20∼30대 초반의 명품 마니아를 중심으로 = An Analysis of the Phenomenon of Ludic Value Seeking through the Purchase of Fashion Luxury Goods from the Point of View of Postmodern Consumer Culture -Based on consumers in their 20s and early 30s

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the phenomenon of ludic value seeking through the purchase of fashion luxury goods by parallel participant-observation at the micro-social level in online community about luxury brands and ethnographic interviews from the point of view of postmodern consumer culture, in particular, in the context of nomadism and postmodern tribes, such as consumption communities and the emergence of pluralistic consumer identity. The results show that luxury consumers love to share the excitement and pleasure that occurs while purchasing fashion luxury goods by voluntarily building internet communities or by joining existing such communities. They create theatricality in which they share the joy and ludicoriented emotion of the consumption or possession of fashion luxury goods using an internet community as a stage, have a strong attachment to the fashion luxury, and become enthusiastic about the collection of such goods from the point of view that they can experience luxury tastes. In addition, the behavior of purchasing and consuming fashion luxury goods for seeking the ludic value is seen to be a Dionysian collective joy in which consumers attempt to lead spontaneous and happy lives by participating in a variety of offline events, parties, etc. for those in the internet community of narcissistic people who share a common passion, interest, and taste for luxury goods.

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