대중문화상품의 관계효용에 관한 연구 = A Study on the Relationship Utility of Mass Cultural Products

다국어 초록 (Multilingual Abstract)

The Millennium is commonly called ‘The Century of Culture’. That is why there is a culture in the heart of the fields including politics, economics, sociology, education, etc., as well as it is an emerging value binding them. Therefore, each country concentrates on and raises cultural industry. The culture has been considered as a kind of commodity. Furthermore, the range of cultural commodity includes all kinds of culture. However, a little study has been done about characteristics of the cultural commodity and, why and how consumers consume a cultural commodity, even if we know importance of the cultural commodity. In this article, we tried to identify critical characteristics on the cultural product. The results are summarized as follows. First, the utility of a cultural product consists of product utility itself as well as relationship utility. Second, the extent to which consumers feel utility from the relationship depends on the type of partners. Third, the higher relationship commitment is, the more important the preference of partner is.