체험상품으로서의 대중음악 소비행위에 관한 연구 = Consuming Practices in Popular Music

다국어 초록 (Multilingual Abstract)

The purpose of this study is to explore the characteristics of consumption practices of popular musical goods. The focus of the study conducted through in-depth interviews is an interpretational analysis on what consumers take the good of popular music for and what the characteristics of diverse consuming practices are. The results are as follows: First, if consumers could have experience to listen to `music` during their invested time without regard to their financial payment for the goods of popular music, they considered all of it the same musical goods. In other words, they think that a difference between the goods is just a distinction in hardware. Therefore, it is proved that popular musical merchandise is very likely to be considered as public goods like free parks or museums to consumers. Secondly, the consuming experience of popular music was analyzed a private and a social dimension. The private dimension was centered in the pleasure of the consuming experience through diverse and complex emotions like love, happiness, self-esteem, comfort, and sadness beyond affection or liking dealt with in the existing marketing and consumer psychology. In the consuming experience in a social dimension, popular music functioned as a social medium, was consumed as a public-owned image, and performed as a social classification. This study showed that it was possible to bring out popular music as one of popular cultural merchandise, which was out of the main stream of the existing marketing or consumer psychology, to a main stream theme of the study.