문화예술상품 소비자의 라이프스타일에 따른 체험요소, 체험만족도, 전반적 만족, 구매 후 행동 간의 영향에 관한 연구 = A Study on the Effect of Culture & Art Products Experiential Factor, Experiential Satisfaction, Overall Satisfaction and Satisfaction after Purchase by Consumer's Lifestyle

다국어 초록 (Multilingual Abstract)

The purposes of this study are defined that there has difference in culture & art products experiential factors among culture & art products buyers divided by Lifestyle and buyer’s experiential style. And we try find out overall satisfaction and satisfaction after purchase how influenced by culture & art activity experience.
The data was collected from 30th of March to 25th of April, 2010 at Jeju to consumers experienced to purchase culture & art products by conducting survey. Used analysis methods are SPSS 12.0 and Amos 4.0This study results are as followed. First, Culture & Art product consumer's are divided by 4 group according to their lifestyle: social active type, culture, are & planning type, extrovert & active type, social passive type. Secondly, educational function in culture & art product experiential factors has not effect on experiential satisfaction and bonds make strong effect on experiential satisfaction. Thirdly, culture & art product’s all experiential factors effect on overall satisfaction and satisfaction after purchase. Forth, culture & art activity’s experiential satisfaction has effect on overall satisfaction and satisfaction after purchase, finally satisfaction after purchase is influenced by overall satisfaction.

국문 초록 (Abstract)

본 연구는 문화예술상품 구매자의 라이프스타일에 따라 문화예술상품의 체험 요소, 체험 만족도, 전반적 만족도, 구매 후 만족도에 어떠한 영향을 미치는가를 살펴보기 위해 실시하였다. 연구 결과, 라이프스타일에 따라 4개의 집단(사회적극형, 문화 및 계획형, 외향 및 활동형, 사회소극형)으로 구분할 수 있었고, 이에 따라 문화예술활동 체험자 유형을 4개의 집단(우연적 구매자, 충동적 구매자, 피상적 구매자, 의도적 구매자)으로 분류할 수 있었다. 집단별로 문화예술상품 체험요소에는 유의한 차이가 있으며, 체험요소와 체험 만족도, 전반적 만족도, 구매 후 만족도는 유의하게 영향을 미치는 것으로 나타났다.

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