게임을 이용하는 동기에 따른 소비자 유형 구분과 유형별 차이

고대균 ( Ko Daekyun ),한지형 ( Han Jihyung ),서가연 ( Seo Gayeon ) 한국소비자학회 2019 소비자학연구 Vol.30 No.4

본 연구는 게임 이용 행동이나 소비자의 인식과 태도에 주된 영향을 미치는 소비자의 게임 이용 동기에 초점을 맞춰 소비자 유형을 구분하고 그 특성을 살펴보고자 하였다. 이를 위하여 우선 게임을 이용하는 소비자들의 동기를 효과적으로 측정할 수 있는 종합적인 척도를 구성하였고, 이를 바탕으로 조사된 실제 자료를 통해 소비자의 게임이용 동기에 따른 소비자 유형을 구분하고 유형별 행동의 차이를 살펴봄으로써, 새롭게 변화하고 있는 게임산업의 시장 환경에서 소비자를 심도 있게 이해하고자 하였다. 특히, 소비자의 게임 이용 동기를 효과적으로 측정하기 위해 선행연구를 고찰하고, 전문가 자문을 거쳐 하위 차원을 구분하였으며, 조사된 자료를 통해 이를 검증하였다. 본 연구에서는 10대부터 50대 이상의 게임을 이용 중인 성인을 대상으로 온라인 설문조사를 실시하였으며, 최종적으로 총 523명의 자료를 분석에 활용하였다. 본 연구의 결론은 다음과 같다. 첫째, 소비자가 게임을 이용하는 동기는 최종적으로 ‘시간 보내기’, ‘일상으로부터의 해방’. ‘즐거움’, ‘경제적 이득’, ‘관계유지’, ‘관계확장’, ‘과시 수단’, ‘성취감 및 자긍심’, ‘지적충족’, ‘이타심’ 등 다양한 하위 차원으로 구성되는 것을 확인하였으며, 이를 통해 게임은 단순한 오락 활동보다 복합적인 요소가 포함된 활동으로 인식될 필요가 있다. 둘째, 다양한 게임 이용 동기의 수준에 따라 네가지 소비자 유형을 도출함으로써, 소비자들이 서로 다른 동기를 통해 게임을 이용하고 있다는 것을 알 수 있으며, 이를 통해 소비자들을 다르게 이해할 필요가 있다는 데 그 당위성과 필요성을 공감하고, 적절한 대응을 모색해야 한다. 각 소비자 유형은 게임 이용 동기의 수준에 따라 ‘다면추구형’, ‘단순오락형’, ‘관계지향형’, ‘성취지향형’으로 명명하였다. 셋째, 게임을 이용하는 소비자는 게임 이용 동기의 수준에 따라 분류한 네 가지 소비자 유형에 따라 특성이 매우 다른 것으로 나타나, 다양한 소비자들을 개별적인 특성에 맞게 이해하고 구체적인 유형별 차이를 고려하여 게임산업의 변화에 적절하게 대응할 필요가 있다. 소비자가 게임을 이용하는 근원적인 동기에 초점을 맞춰 살펴본 본 연구의 결론을 바탕으로 하여 기업은 효과적인 비즈니스 전략을 수립하고, 소비자는 소비자 친화적인 시장 환경을 조성하는 한편, 정부는 게임산업의 발전을 도모하는 적절한 지원정책을 개발하는 데 도움이 될 것으로 기대된다. This study aimed to understand consumers in the newly changing market environment of the game industry by dividing the types of consumers and examining their characteristics, focusing on the reasons and motives of playing games. First, a comprehensive questionnaire was designed to measure the motives of consumers to play games. The types of consumers were classified based on the motives, and the differences in behaviors of each type were figured. In order to verify that the constructed scale was logically valid, opinions were asked to a consumer science specialist and an industry expert, who has been working in the game industry for about eight years. In this study, an online survey was conducted based on the measures prepared through the above process. The survey was aimed at adults playing games from 10s to over 50s. A total of 523 data was analyzed. Exploratory factor analysis and confirmatory factor analysis were conducted, and cluster analysis, classification analysis, variance analysis, and group difference analysis were conducted to analyze the differences that appeared by each type. The conclusion was as follows. First, consumers’ motives playing games consisted of sub-dimensions such as ‘Spending time,’ ‘Being liberated from everyday life,’ ‘Enjoyment,’ ‘Economic benefit,’ ‘Retaining relationship,’ ‘Expansion of relationship,’ ‘Showing off,’ ‘Achievement and self-esteem,’ ‘Integrity satisfaction’ and ‘Altruism’. It showed that consumers perceived games as complex activities, not just entertainment. In the context of ERG theory, the level of motive corresponding to the desire of existence was the highest, followed by the desire of growth and the desire of relatedness. Second, by deriving four types of consumer-groups based on various levels of game motives, it was found that consumers played games through different motives. The four types of consumers were named ‘Multi-dimensional Pursuit,’ ‘Simple Amusement,’ ‘Relationship-oriented,’ and ‘Achievement-oriented’ in consideration of the level of motives to play games. The ‘Multi-dimensional Pursuit’ type had a higher level of motive than any other type. ‘Simple Amusement’ type was a type with a high motive for spending time or pursuing pleasure. ‘Relationship-oriented’ type was similar to the ‘Simple Amusement’, however, more motivated to maintain surrounding relationships. Lastly, ‘Achievement-oriented’ had not only a higher level of motive for existence, at the same time, intellectual sufficiency or altruism. Third, consumers who played games had very different characteristics according to the four types of consumers mentioned above. First of all, ‘Multi-dimensional Pursuit’ type was a type that has a high level of positive perception of games and preferred games that require a relatively constant focus to simple games so that they preferred PC games over mobile. They also tended to play games with friends than alone. They visited the PC room more often than other types and also played games for a relatively long time. In addition, consumers belonging to this group actively explored information related to games through game communities, watched videos related to games, and frequently bought items needed in games. In other words, this type was the passionate consumer type that focused on games through various motives. ‘Achievement-oriented’ consumers preferred role-playing games as well as web board and puzzle games. Because of the relatively high level of motive that corresponded to the desire for growth, they seemed to prefer games that focused on building characters. Also, PC games and mobile games were used in a balanced manner. They usually played alone at home rather than with others. This type of consumers played games for a relatively long time once started. They also actively utilized online game communities to collect useful information. By purchasing paid items actively, they tended to fulfill the needs of the growth via playing games. ‘Relationship-oriented’ preferred games that could be played with other people, such as sports games or strategic games. Therefore, it was more common for them to play games with friends together. They actively exchanged game-related information with friends. The satisfaction with the game was relatively high, and the perception of the game was neutral. Meanwhile, they tended to enjoy games at an appropriate level with the main purpose of maintaining socialrelationships. Lastly ‘Simple Amusement’ type mainly played mobile games rather than PC games. Most of them enjoyed casual games, which could be enjoyed pretty lightly. Also, they usually played at home alone for a shorter time. This type had a lower monetary expenditure level than other types. In other words, it could be said that they enjoyed games in order to spend the remaining leisure time. These characteristics needed to be reflected in the game industry in the near future to pursue a more consumer-oriented environment. Considering the attempt of this study to focus on the fundamental motives of consumers playing games, game companies ought to establish effective business strategies, at the same time, consumers would be involved to create a consumer-friendly market environment. Moreover, the government is asked to support the development of the game industry. As this study focused on the motives of consumers to play games, it did not include some parts of consumer behaviors such as excessive game playing or addiction. It is proposed to consider these extended issues in further studies.

소비자의사결정과정에서의 구매고민

고대균 ( Daekyun Ko ),여정성 ( Jungsung Yeo ) 한국소비자학회 2014 한국소비자학회 학술대회 Vol.2014 No.5

Test-Helper : 비대면 시험 서비스

고예준(Yejoon Ko),송지연(Jiyeon Song),우나영(Nayoung Woo),이승현(Seunghyeon Lee),최정민(JeongMin Choi),유인선(Insun Yoo),윤대균(Daekyun Yoon) 한국HCI학회 2022 한국HCI학회 학술대회 Vol.2022 No.2

코로나 19로 인해 대학교 시험이 비대면으로 진행되고 있지만, 갑작스러운 환경 전환으로 인해 아직 비대면 시험 환경이 미비하다. 본 서비스는 AI 기술을 활용하여 비대면 시험에서 발생하는 본인인증 소요 시간 증가, 부정행위 감독의 어려움, 그리고 답안지 제출 및 관리의 복잡함 문제를 해결하고자 한다. 향후 본 서비스는 SaaS (Software as a Service) 형태로 제공되어 대학교 비대면 시험뿐만 아니라 외부 비대면 시험으로도 확장되어 활용될 수 있을 것으로 기대된다.

Consumer Affinity for Foreign Countries, Film Attendance, and Interest in Purchasing Products from Foreign Countries: An Exploratory Study of Korea and Ireland

Brady, John,Ko, Daekyun The Korean Home Economics Association 2016 International Journal of Human Ecology Vol.17 No.1

A number of studies in recent years of have begun to look at the connection between country affinity (an interest in and admiration of a particular country) and a desire to buy the products and services of that country. Country affinity has been shown to be particularly important when consumers lack other sources of information about a good or service. However, except for direct questioning, methods to identify the affinity consumers might have for another country are lacking. This study examines the degree to which attending a movie set in a particular country will be related to an affinity for that country and possibly by extension the goods and services of that country. It is not the goal of this study to suggest that movies create the affinity, but rather that that the affinity will exist for viewers of the films. Two films set in Ireland and featuring Irish actors where shown to audiences composed of Korean students and a small number of Korean adults. As a point of comparison, students in two introductory consumer classes were also asked to complete a similar questionnaire. Four affinity factors were identified from a list of 17 items. Those who attended the historical drama showed a greater affinity for Ireland than those who attended the romantic musical. Affinity for Ireland among Koreans was also meaningful in predicting interest in purchasing Irish products.

Consumer Affinity for Foreign Countries, Film Attendance, and Interest in Purchasing Products from Foreign Countries: An Exploratory Study of Korea and Ireland

( John Brady ),( Daekyun Ko ) 대한가정학회 2016 International Journal of Human Ecology Vol.17 No.1

A number of studies in recent years of have begun to look at the connection between country affinity (an interest in and admiration of a particular country) and a desire to buy the products and services of that country. Country affinity has been shown to be particularly important when consumers lack other sources of information about a good or service. However, except for direct questioning, methods to identify the affinity consumers might have for another country are lacking. This study examines the degree to which attending a movie set in a particular country will be related to an affinity for that country and possibly by extension the goods and services of that country. It is not the goal of this study to suggest that movies create the affinity, but rather that that the affinity will exist for viewers of the films. Two films set in Ireland and featuring Irish actors where shown to audiences composed of Korean students and a small number of Korean adults. As a point of comparison, students in two introductory consumer classes were also asked to complete a similar questionnaire. Four affinity factors were identified from a list of 17 items. Those who attended the historical drama showed a greater affinity for Ireland than those who attended the romantic musical. Affinity for Ireland among Koreans was also meaningful in predicting interest in purchasing Irish products.

고령가계의 은퇴 여부에 따른 소득유형 구분과 유형별 소비함수 분석

한지형 ( Han Jihyung ),고대균 ( Ko Daekyun ) 한국소비자학회 2019 소비자학연구 Vol.30 No.4

본 연구에서는 국민노후보장패널 4차년도부터 6차년도까지 자료를 바탕으로, 고령가계를 은퇴 여부와 소득 원천에 따라 2단계로 구분하여 유형별로 살펴보고, 유형별 소비함수를 추정함으로써, 고령가계의 경제적 상태를 정확하게 이해하고 진단함으로써, 효과적인 지원정책을 모색하고자 하였다. 이를 위해 국민노후보장패널 중 최종적으로 총1,002가구의 자료를 분석하였다. 잠재프로파일분석을 통해 고령가계를 유형별로 구분하고, 교차분석, 집단별 평균차이 분석을 통해 유형별 특성을 살펴보았다. 또한, 유형별 소비함수를 분석하기 위해 패널회귀분석을 실시하였고, 확률효과모형을 활용하였다. 본 연구의 결론은 다음과 같다. 첫째, 고령가계는 은퇴 여부와 소득 원천에 따른 2단계구분을 통해 6개의 유형으로 세분화할 수 있으며, 비은퇴가계는 근로소득형 가계가 많은 반면, 은퇴가계는 사전이 전중심형 가계가 많은 것으로 나타났다. 둘째, 유형별 고령가계의 특성이 서로 다르게 나타나, 유형별 맞춤형 진단과 대응이 요구된다. 비은퇴가계 중 근로·연금소득형 가계는 근로소득형보다 상대적으로 연령은 높고, 근로소득의 수준은 낮은 것으로 나타나 소일거리를 포함한 경제활동에 지속적으로 참여하고 있으며, 은퇴가계 중 사적이전소득형 가계는 부채가 소비지출에 양의 영향을 미치는 것으로 나타나 일부 부채를 통해 소비지출을 충당하고 있는 것으로 나타났다. 이를 통해 개별 유형의 가계가 경험하는 경제적 문제를 해결하기 위해 세분화한 맞춤형 해결방안을 모색할 필요가 있다. 셋째, 고령가계의 유형별 경제 수준의 차이를 살펴본 결과, 은퇴 전 충분한 노후준비가 되어야 얻을 수 있는 소득원인 재산소득과 연금소득을 중심으로 한 은퇴가계 유형의 경제적 복지 수준이 높게 나타나 은퇴 전 충분한 노후준비의 중요성을 확인하였다. 따라서 아직 은퇴하지 않은 젊은 세대에게 은퇴준비의 중요성을 끊임없이 강조하고, 교육을 제공하는 노력과 함께 가계의 은퇴준비를 지원하기 위한 정책적 대안을 마련할 필요가 있다. 넷째, 고령가계를 대상으로 한 근로소득의 창출은 가계의 경제적 복지에 상당히 중요한 영향을 미친다는 것을 알 수 있었다. 다섯째, 고령가계의 소비지출은 가계의 유형별로 다른 소득원천에 의해 영향을 받으며, 그 영향력도 유형별로 다르게 나타났다. 특히 고령가계의 소비지출은 가계의 유형을 결정하는 주된 소득원천보다 근로소득이나 연금소득과 같은 정기적 성격을 갖는 소득원천에 의존하는 경향이 나타나 정기적인 소득의 중요성을 확인할 수 있었다. 따라서, 공적연금을 통한 노후소득 보장 수준이 취약한 현실을 고려하여 고령가계를 대상으로 한 일자리 정책을 적극적으로 지원하는 한편, 근로기간을 연장함으로써, 은퇴 시기를 상대적으로 늦추는 방안을 고려해 볼 필요가 있다. In this study, based on the data from the 4th to the 6th year of the KReIS, the elderly households were classified two stages, according to retirement status and income sources and consumption functions were estimated. The purpose of this study is as follows. First, it is intended to distinguish the elderly households by disaggregating them by using their retirement status and income sources step by step. Specifically, the types were identified by dividing the elderly households into retirement and non-retirement households according to their retirement status and classifying them again according to income sources. Second, it is intended to identify the key characteristics of each type of elderly households according to their retirement status and income sources. Third, through the panel regression analysis, the consumption function is estimated for each type of elderly household according to their retirement status and income source to identify the impact of each source of income on consumer spending. Through this study, the problems that can ultimately be experienced by the elderly households in economic terms were diagnosed in advance and solutions were sought. This study has the following implications: First, the KReIS data suitable for research purposes were used and, in particular, the three-year data were analyzed using the 4-6th (2011-2015) data to include differences in individual households and differences over time. Besides, this study classified the entire elderly households into more granularity by phasing out the elderly household through two axes: retirement status or income source. Furthermore, the purpose of this study was to assess the condition more accurately and find effective countermeasures by estimating consumption functions differently by looking at the types of sources of income and their influence on consumer spending. We analyzed 1,002 households in the KReIS. Of the total KReIS data, households that meet all three conditions were analyzed and the data were extracted. First, a balanced panel was established for households that responded to all three numbers until 4th and 6th years and used in the analysis. Second, only single-person and married-person households were studied. This is because households that live together with their actual sons and daughters may overstate their income and consumption expenditure. Third, only households whose retirement status remained the same were studied from the 4th to 6th years of the KReIS. In other words, only households that have not been retired or have been retired continuously for 4th and 6th years are included in the analysis data. Households who experienced retirement within the period(4th and 6th years) were excluded from the analysis. This is because if one experienced retirement within the period, there could be a big change in economic conditions, including income and consumer spending. Therefore, it excluded cases where it was difficult to analyze the differences in characteristics of elderly households depending on whether they retired or not. In this study, the latent profile analysis was performed using Mplus to distinguish types of elderly households based on the data extracted. Also, STATA 13 was used to cross-tabulation and analyze the average difference between groups to examine the characteristics of each type based on the type of elderly households. For analysis of consumption function by type, panel regression analysis was performed and the random-effects model was used in detail. This study focused on the elderly households whose life span is increasing after retirement and the importance of that period is becoming increasingly important to them, looking at the economic characteristics of the elderly households and diagnosing problems to find appropriate solutions. The conclusion of this study is as follows. First, elderly households can be subdivided into 6 types. Non-retirement households have more labor-oriented households, while retirement households have more private transfer-centered households. It can be seen that many elderly households now rely on private transfer income, and when studying elderly households in the future, it provides suggestions that analysis is needed considering type-specific characteristics. Second, the characteristics of elderly households by type were different. In the non-retirement households, the labor and pension types are relatively older and the level of earning an income is lower than the labor-oriented type. They can be seen as continuing to engage in economic activities. Besides, private transfer-centered types in retirement households show that debt affects consumption expenditure positively, indicating that some debts cover consumption expenditure. This required a tailored solution to address the economic problems experienced by individual types of elderly households. Third, types focused on property income and pension income that can be accumulated in advance of retirement are higher than other types of economic welfare. Therefore, there is a need to emphasize the importance of retirement preparation for younger generations who have not yet retired, and to provide policy alternatives to support the retirement preparation along with the efforts to provide education. Fourth, it can be seen that the generation of earned income for elderly households has a considerable influence on economic well-being. As the elderly population, which is still motivated and capable of working, is likely to increase with changes in its future demographic structure, efforts need to be made not only in re-employment policy but also in matching legal and social retirement age with actual retirement age. Fifth, the consumption expenditure of elderly households is influenced by other income sources, and its influence is also different by type. Especially, their consumption expenditure tends to depend on the income source having regular characteristics such as earned income or pension income rather than the main income source that determines the type of households. Therefore, considering the reality that the level of guarantee of old-age income through a public pension is low, it is necessary to consider a way to delay the retirement period relatively by proactive supporting the employment policy for elderly households and extending the working period.

머신러닝을 통한 가계의 재무스트레스 영향요인 예측 및 분석: XGBoost의 활용

한지형 ( Han Jihyung ),고대균 ( Ko Daekyun ),최현자 ( Choe Hyuncha ) 한국소비자학회 2019 소비자학연구 Vol.30 No.2

본 연구에서는 20대 이상 성인들을 대상으로, 어떠한 주요 요인들에 의해 소비자들이 재무스트레스를 경험하고 있는지 탐색적으로 살펴보고 그들의 영향력을 파악함으로써 가계의 경제적 복지를 증진시킬 수 있는 방향을 제시하고자 하였다. 이를 위하여 온라인 설문조사를 통해 수집된 2,006개의 데이터를 활용하여 분석을 실시하였다. 분석 방법은 머신러닝을 활용한 알고리즘 중 하나인 XGBoost와 다중회귀분석을 함께 활용하였고, XGBoost를 통해 재무스트레스에 대한 중요 예측요인들을 추출한 후 재무스트레스에 대한 다중회귀분석을 실시함으로써 변수의 구체적인 영향력을 확인하고자 하였다. 연구결과 첫째, 소비자가 주관적으로 인식하는 재무스트레스 수준은 4점 만점에 평균 약 2.3점으로 나타나 보통 정도의 수준이었다. 따라서 소비자의 재무스트레스를 적절한 수준에서 관리하는 노력이 꾸준히 필요하다고 할 수 있다. 둘째, XGBoost를 통해 소비자의 재무스트레스 수준이 평균을 기준으로 높은 집단과 낮은 집단에 속하는지 판별하기 위해 분석한 결과, 소비자의 객관적 재무상태를 나타내는 변수와 주관적 인식을 나타내는 변수가 고루 영향을 미치는 것을 확인하였다. 반면 장기적 저축 및 투자, 장기적 위험관리인 보장성 보험, 앞으로의 가계경제에 대한 전망 등과 관련된 요인들은 변수 중요도가 낮은 것으로 나타났다. 셋째, XGBoost를 통해 도출된 주요 요인들의 재무스트레스 수준에 대한 영향력을 확인한 결과 전반적으로 소비자의 주관적 인식이 재무스트레스 수준에 미치는 영향력이 상당히 큰 것으로 나타났고, 특히 단기적인 계획에 바탕을 둔 비상자금과 관련한 요인들의 영향력이 크다는 것을 확인할 수 있었다. 소비자의 객관적 재무상태를 나타내는 요인 가운데 가계 총자산과 같은 저량보다 소비자의 월평균 소득과 저축 및 투자액, 부채 상환액과 같은 유량이 소비자의 재무스트레스 수준에 더 큰 영향을 미치고 있었다. 이상의 결과를 바탕으로 소비자가 재무스트레스 수준을 잘 관리할 수 있도록 효과적인 정책과 소비자교육이 뒷받침될 필요가 있다. In this study, we explored how various factors influenced financial stress. Also, to suggest ways to improve the economic well-being of households we identified influence of the factors. For this purpose, 2,006 data were collected through online surveys. The analysis method was used XGBoost which is one of the algorithms using machine learning and multiple regression analysis. After analyzing the important predictors of financial stress through XGBoost, multiple regression analysis of financial stress was conducted to confirm the specific influence of variables. The results of the study are as follows. First, The level of financial stress that consumers perceive as subjective is about 2.3 points on average for 4 points. Therefore, it is necessary to constantly try to manage the consumer's financial stress at an appropriate level. Second, As a result of analyzing XGBoost to determine whether the consumer's financial stress level belongs to the high and low groups based on the average, it is confirmed that the variable indicating the objective financial state of the consumer and the variable indicating the subjective perception are all influenced. On the other hand, factors related to long - term savings and investment, long - term risk management insurance, and future prospects for the household economy are less important. Third, The effect of the major factors revealed that the subjective perception of consumers has a great influence on the financial stress level. Especially, we can confirm that the factors related to the emergency fund based on the short-term plan are influential. Households’ monthly income, savings and investment, and debt payment were more influential on financial stress level than stock such as household total assets. Based on the above results, it is necessary to support effective policy and consumer education so that consumers can manage financial stress level well.

우리나라 소비자단체 현황 분석과 소비자운동을 위한 제안

여정성 ( Yeo Jungsung ),사지연 ( Sah Jeeyeon ),고대균 ( Ko Daekyun ),구명진 ( Koo Myoungjin ),이선명 ( Lee Sunmyeong ) 한국소비자학회 2017 소비자학연구 Vol.28 No.5

우리나라의 소비자단체는 활동의 상징적 의미와 실질적 성과에도 불구하고 여러 가지 장애요인들로 인해 충분히 활성화되지 못해왔다. 이에 본 연구는 국내 소비자단체 활동의 사적 흐름을 알아보는 한편, 관련 분야 전문가들을 대상으로 전문가 FGI를 실시하였다. 본 연구가 도출한 우리나라 소비자단체의 문제점과 개선방안의 구체적 내용은 다음과 같다. 첫째, 소비자단체가 직면하고 있는 가장 큰 문제는 취약한 재정이었으며, 이는 우수인력의 확보와 소비자운동의 역량 발휘를 저해하고 있었다. 이를 개선하기 위해서는 소비자운동 활성화를 위한 재정 확보가 요구되었으며, 소비자권익기금제도의 도입이 그 대안이 될 수 있을 것으로 보인다. 둘째, 소비자단체는 모호한 정체성으로 인한 혼란과 단체 활동에 대한 사회적 요구에 부응하지 못하고 있다는 문제점을 지녔다. 이를 해결하기 위해서는 소비자단체의 전문성 강화, 후속세대 양성을 통한 인적쇄신, 소협 차원의 내부 개혁 등이 요구되었다. 마지막으로, 소비자단체는 소비자단체의 활동 영역과 소비자원의 업무가 중복되어 소비자원과 부적절한 협치구조를 보이고 있다. 이를 해결하기 위해서는 소비자원과의 명확한 역할 분담을 통한 소비자원과의 협치구조 확보가 요구되었다. This study analyzed low interest and participation of Korean consumer organizations, and suggested alternatives to vitalize consumer organizations. To pursue this purpose, this study looked into history of consumer organizations, and conducted interview with related experts. Based on findings and interviews, the following problems and suggestions were developed. Firstly, the most serious problem of consumer organizations was financial weakness hindering them securing outstanding workforce and showing ability. To solve this problem, through establishment of consumer rights fund, consumer organizations have to secure finance for consumer movements, Secondly, identity of consumer organizations was ambiguous and inconsistent with social expectation. For this matter, human resource development through reinforcing expertise of consumer organization and training next generation, and internal reformation are needed. Finally, consumer organizations have improper governance with Korea Consumer Agency because of task duplication. It is suggested to improve governance with Korea Consumer Agency by clear role allocation.